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I’ll never forget the first time I understood the connection between site visitor data and conversion optimization (CRO). That was 11 years ago.
On November 15th, 2018 life took another turn. I attended a 2-day workshop by Bob Moesta for Jobs to Be Done (JTBD).
Jobs thinking isn’t exactly new. I read Clayton Christensen’s book The Innovator’s Dilemma in 2005. The book describes the famous McDonald’s milkshake insight. Watch this video:
It’s also not the first time I’ve heard Bob Moesta speak. I often share Bob’s condo story where he increased condo prices, added free storage + moving service, and ended up driving by condo sales 17%. Bob achieved this outcome by understanding the job condo buyers were trying to do. But it is the first time I fully acknowledged that conversion optimization without Jobs thinking is mostly meaningless.
I’m starting a new journey to fully understand Jobs-to-Be-Done from every angle. I’ll be reading a lot. I’ll be writing a lot. I’ll be thinking a lot.
What Prompted Me to Look Beyond A/B Testing?
Trouble. Clients paid us to identify and fix site friction. A/B testing is a great program to make an existing page as good as it can be. We unearthed amazing counterintuitive lessons about buyer psychology. Insights that gave clients an edge over the competition. But when I consider our impact beyond A/B testing I’m left disappointed. We haven’t been able to transform clients’ businesses inside out.
Hey, A/B testing isn’t bad. It’s an inexpensive way to start making scientific changes. It’s 100x better than not testing. But it can exclude the end customer from the process. Jobs thinking moves the spotlight to the actual buyer. In fact, Jobs to Be Done (JTBD) thinking doesn’t care about the product the business is trying to sell, it also doesn’t give a damn about the A/B tester (me). It only cares about the end buyer.
I still love A/B testing. I’ll still continue doing it. But I’m going to add JTBD thinking to our process.
I suspect everything is going to change, just like it did in 2007. If you’re interested in following our journey post a comment below and come along for the ride.
Only The Beginning
First of all, very few people search for the combination JTBD and CRO on Google so that right there tells me you are ahead of the class. And because you are ahead of the class I’d like to share what we’ve been working on in our marketing lab 🔬 for the last 13 years.
After 100s of marketing experiments, we’ve learned the secret to illegally high conversion rates. The secret is this— ignore 86% of your site visitors and focus on converting Healthy Skeptics.