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A user-centric approach to marketing starts by really understanding your audience and in this lesson, I want to explain why traditional personas aren’t really enough if I’m honest.I want to tell you what questions you should be asking about your audience instead.So by the end of the lesson,you will know why we need to know more about our audience than things like their tastes and backgrounds.You’ll also understand the importance of understanding user’s tasks and questions,what they’re trying to do and what they want to know,and why mapping the customer journey is just so fundamental to success.

How do we…

We all use surveys, and they’re a powerful tool for building a better understanding of users,but often, I think we probably use them in the wrong way,so in this lesson, I want to show you some techniques to extract valuable and applicable information about your audience.You should know what you should be looking to discover when you use a survey,how to avoid the common mistakes of running a survey,and how to avoid surveys undermining the user experience and your conversion rate.How can we get real insights from a survey?I think the key is, you need to have a clear idea…

One of the significant barriers to user research is the perception that it’s expensive,but really, that doesn’t need to be the case,especially when you’re starting out.For a start, you’ll find that you’ve got a lot of knowledge about your audience already within your company. I want to explore how to dig out that knowledge without spending a cent. You will know just how much hidden knowledge your colleagues already have about your audience,and how to extract insights from freely available data sources.Finally we’re going to look at how to leverage the huge amounts of data users share themselves quite freely…

Understanding Conversion Reports & Goals

Let’s think about the answer that these reports are there to help us figure out.Essentially, this is all about the results.This is all about answering that big, giant question:what are the results of all of my user’s actions?That’s what the Conversions Reports are thereto answer.Now, let’s first talk about where we find them.Of course, if we’re in the home-screen here when you first come into your Google analytics.You’re going to find them under conversions section here.Remember, they’re here to answer what results.So that’s why you see goals, because that’s an intended result that you would set-up.We’ve got eCommerce of course…

It is rare for a company in an early stage to be great at all of these channels and it is also rare for a large company at a late stage or an enterprise software company to be doing growth marketing with all of the channels at top peak performance.It’s essentially, you just have to understand where your customers are and what they’re doing.Well, you shouldn’t spread yourself too thin because you won’t be successful in any.It’s important to be able to identify the even one to three channels that’s working for you,whether you’re an early stage startup or here…

Building websites that support your marketing strategy can be a expensive and time-consuming business,and if we get it wrong, it can prove a costly mistake leaving you with a site that fails to convert.So you have this wonderful sales funnel that drives traffic to your website,and then it all falls apart. You should build a prototype that you can test before you commit to the cost of a final build.

How to build a prototype cheaply and quickly,how to test your prototype with real users,and how to integrate testing at all stages of your website build.Isn’t …

Your websites are a crucial part of your marketing campaign. And yet we structure most of our websites around our internal, how our company views the world rather than from the user’s perspective. And if you want users to act on your website,we need to reflect how they’re thinking,what their mindset is.To structure your website around the user’s mental model with an exercise called card sorting.

What is card sorting and why should we use it?

Card sorting is an exercise that you can run with users to better understand their mental model of the world. A mental model is…

What is Top Task Analysis?

Top task analysis was originally created by Gerry Mcgovern who identified what tasks users most wanted to complete on the website, so that those tasks could be prioritized.We can use it to understand what questions and concerns a user has,and what questions they need addressing before they’re willing to take action.It also helps us to understand which of those questions and concerns matter to the most,’cause let’s be honest.When we come to buying a product and service,we have lots of questions,and not all those questions are equal.Some of them are absolute deal breakers,like is this…

I really liked the Building a growth process module by John Mcbride in Cxl Institute’s Growth marketing Mini degree. So today I am sharing this complete module as it is spoken by John in his own words.

Building a Growth process

John Says “There are essentially three main phases in building out your growth process.The first is, the very beginning when you’re starting out your team,is defining your growth model,mapping out your customer journey,and identifying all of your growth channels.Then once you kind of have that foundation,your high-level strategy figured out,is when you move into your quarterly planning.So, that’s when…

Hi, I am Yash Warang, a Growth Marketing Intern based in Mumbai, India. Last monday I got scholarship from CXL institute in Growth Marketing Minidegree. As part of this scholarship I will author 12 blogs in which I will share my learnings from this Minidegree.

Today I will be sharing my learnings from few lessons of Growth Marketing Foundations which are as follows:-

  1. Growth Mindset — Growth marketing vs Traditional marketing
  2. Experimentation as the defining trait of growth

Growth Mindset — Growth marketing vs Traditional marketing

Yash

Growth Marketing Intern

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