To understand why prospective customers weren’t buying, we needed to understand who was buying and why. By getting hyper specific about the target market and the value of the product to them, we could then ascertain the reason behind low sales and determine which changes were required.
We spent time learning the product by trying it and auditing the user experience. Then we analyzed marketing data and Google Analytics in an attempt to determine if the ads caused low sales. From there, we studied user behaviour through user tracking data to identify unmet user needs, and challenges. We conducted an in depth competitor analysis to determine the Gutenberg Certs’ competitive difference. To validate their value proposition, we conducted extensive customer research through interviews, testimonial analysis, reviewing customer emails, analyzing customer data, keyword research, and studying online discussions. We eventually clarified and validated the reason behind low sales, established the true benefits and value of Gutenberg Certs, and specified the target market's needs, challenges, and goals. To make the research actionable and ultimately improve sales, we provided specific recommendations to improve their marketing strategy and user experience, and created a comprehensive brand communication guide.
Targeted improvements to boost sales performance
Clarified key difference and value proposition
Specified users challenges, needs and goals
Recommended changes to improve user experience
Brand communication guideline
Evaluated ad data and Google analytics to understand the effectiveness of digital marketing efforts.
Analyzed the user journey and behaviour on the website to understand user goals, challenges, and identify necessary changes to improve conversions.
Interviewed loyal customers, reviewed testimonials and customer emails, and analyzed customer data to underscore the key benefits of Gutenberg Certs, gain clarity on the target market, and identify changes to increase conversions.
Compared top 10 competitors to determine Gutenberg Certs’ key difference and value proposition.
Analyzed highly searched keywords to understand users goals and needs.
Provided a detailed description of the target audience, informed by research conducted.
Provided a detailed outline of what defines the brand and the reason it exists, which includes: values, promise, personality, value proposition, positioning, features vs. benefits, voice, language.