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How To (Actually) Learn From Your Customers with Khalid Saleh

How To (Actually) Learn From Your Customers with Khalid Saleh

Stewart Hillhouse
Stewart Hillhouse

Getting traffic to your website is pointless unless you're able to convert. Khalid Saleh joins Stewart Hillhouse to discuss why conversion rate optimization is a marketer's best secret weapon.

Who's The Guest?

πŸ‘€ Name: Khalid Saleh

πŸ’ͺ What They Do: Khalid Saleh is an expert in conversion rate optimization and user research. He’s the CEO of Envesp, and the co-founder of FigPii.

🌐 Khalid on the web: LinkedIn | Twitter

🧠 Best Advice: Everyone's two most precious commodities are Attention and Time. You don't want to waste your own, so don't waste them for your customer.

Episode Takeaways

A short summary of the most actionable takeaways and best advice of the episode.

Lessons Learned From Watching a $35M Project Only Get 10 Sales

Early in Khalid's career, he was a software architect working on a massive $35M project. When it launched, all the early indicators showed that it was going to be a success.

But after a few months, a mere 10 sales closed from the project.

As some people lost their jobs, Khalid saw an opportunity to help companies figure out how to predictably increase conversions.

πŸ’₯ Take Action: Pay attention to areas that are muddy and unpredictable. These are areas where opportunities lay.

Our Two Most Precious Commodities Are Attention and Time

"It doesn't matter if the person is on the street or on our website" says Khalid.

I think where it's helpful is to understand the mindsets of the person you're trying to convert.

You don't want to waste your own Attention or Time, so don't waste them for your customer.

The 3 Hidden Drivers Behind Nearly Every Buying Decision

Before a buyer makes a decision, they will consider the following three drivers:

πŸ›  Functional: Will it solve the problem I have?

πŸ₯° Emotional: Will it bring me the emotional feeling I'm desiring?

πŸ‘₯ Social: Will my peers accept my decision?

Don't Write Copy - Steal the Words Right Out of Your Customer's Mouth

Khalid's biggest tip for those in charge of User Research: record the conversations and have them transcribed.

Pull key moments from the conversation and begin using that as the copy on your website, social media, and any other marketing asset you put out.

Some key moments to look for:

  • What was happening before they bought?
  • What was their frustration?
  • What was their trigger moment to look for a new solution?
  • What were their functional, emotional, and social drivers when it came time to buy?

πŸ’₯ Take Action: Have a call with an existing customer and ask for their permission to record. Transcribe it and begin incorporating their words into your marketing copy.

Resources Mentioned

Nielsen Norman Group: UX Training, Consulting, & Research
A leader in the user experience field, NN/g conducts groundbreaking research, trains and certifies UX practitioners, and provides UX consulting to clients.
Best User Research and User Experience Toolkit
The Mom Test: How to Talk to Customers & Learn If Your Business Is a Good Idea When Everyone Is Lying to You
The Mom Test is a quick, practical guide that will save you time, money, and heartbreak.They say you shouldn’t ask your mom whether your business is a good idea, because she loves you and will lie to you. This is technically true, but it misses the point. You shouldn’t ask anyone if your business i…
The Best Book To Learn About Talking To Customers

If you found this useful, consider joining Top Of Mind Weekly – a short email I send on Thursdays where I share ideas that are top of mind where The Attention Economy, Marketing, and Culture overlap.

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