Ayat Shukairy started her career as an educator & copywriter before co-founding Invesp to help customers convert web traffic into action. In 2016, she launched FigPii, a SaaS product to help companies improve their CRO.
With over a decade of CRO experience, Ayat helps companies create websites that people fall in love with, while increasing their online sales. Along with her partner, Ayat developed the SHIP method to optimization which employs robust qualitative and quantitative activities paired with contemporary psychology and behavioral marketing tactics to create winning websites for clients including eBay, 3M, The Special Olympics, O’Reilly, DISH Network and many more.
She is the co-author of “Conversion Optimization”, a book that combines ground-breaking marketing research with powerful story-telling and case studies to demonstrate how to leverage these principles to create killer websites. She provides insights grounded in comprehensive research, the best contemporary psychology and behavioral science which any company can start implementing immediately.
Why ‘Customer First’ Fails – And What to do About it.
Most marketing talk, or business strategy meetings, emphasizes the importance of ‘customer first’. Yet if we take a look at companies, and how they operate, the HIPPO or C-Level exec are still calling the shots, without paying heed to the needs and wants of the customer. You can see this online where a website uses terminology that the average person simply can’t understand. Or when a design is simply the result of a bunch of executives deciding what they ‘think’ their customer wants.
Even when companies embrace a customer first methodology in their organizations and on their websites, sometimes, the way they tap into customer voice, doesn’t give them the right result. So what to do?
In this session you will learn:
- How to conduct proper qualitative research to tap into the customer voice more effectively
- How to pair quantitative and qualitative research for a more global understanding of the customer journey
- How to use what you’ve collected to design a website and voice that addresses the real motivations, needs, and wants of your customers.