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Optimize Your Customer Experience Around Jobs to be Done

What are customers doing on your site? Find out how to use digital analytics to elevate your customer experience and keep them coming back for more.
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Optimize Your Customer Experience Around Jobs to be Done

Performance marketing is increasingly effective at targeting potential customers and driving them to your site; however, few companies continue to leverage that targeting information to succeed with customers thereafter.

If you knew who was coming to your site and why (i.e., the jobs to be done while there), you could tailor the experience to boost conversion and average basket size while also increasing satisfaction and retention.

Leveraging jobs to be done in your customer experience strategy

Grocery and big-box retailers have been tailoring experiences in-store to different trip missions such as “stock up” or “fill in” for years, allowing them to drive sales by catering to each trip’s unique needs. What brick-and-mortar stores generally lack, however, is the ability to identify which customers are on which mission, which would allow them to adjust in real time to those unique needs.

This difference gives apps and websites an advantage. Elements of the eCommerce experience (such as the landing page, assortment, product recommendations, headlines and imagery) can be customized to better address the needs of different types of visits and the people making those visits.

Sites are often organized around product lines, but these may not reflect the motivation behind the visit, the reason someone is shopping the site.

Should sites instead be organized around the jobs to be done by the visit (such as inspire, learn, comparison shop, transact, accessorize, troubleshoot, replace)? We think so, because it’s all a part of designing for a great customer experience.

An experience that’s great for them — and for business

Think about how valuable it is to know a visitor’s goal at the time they hit your site. Now you can provide an experience that’s better for them while benefiting your bottom line.

Consider how these companies might create a personalized experience for customers driven by different needs:

  • Life insurance – Is the job early learning, needs assessment, first-time buying, or coverage expansion?
  • Cancer treatment – Is the job choosing a course of treatment, finding the right doctor, or feeling supported by a community of common sufferers or caregivers?
  • Travel agency – Is the job efficiently booking a familiar locale, getting destination ideas, finding things to do in a selected city, price shopping alternative providers, or optimizing rewards on a business trip?
  • Athletic shoes – Is the job finding out when the next sneaker drop will be, assessing which shoe functions best for a budding tri-athlete, learning what the latest style is, or building a custom creation?

Personalize your customer experience

Help customers satisfy their mission by leveraging a true understanding of their needs and motivations. Then, take it a step further by creating a uniquely engaging, world-class customer experience that keeps them coming back.

Here’s how you do it:

  • Profile – A combination of site analytics, clickstream data, CRM information, and site-intercept, survey-based data (attitudes and needs of visitors) can be used to statistically derive, size, and profile the jobs to be done on your site. Some of those jobs may surprise you, addressing needs or drivers that you didn’t know your customers had.
  • Rethink design – Adding qualitative drill-downs and compelling video-based storytelling can bring these jobs to life, inspiring your web designers to do things differently.
  • Customize – Leveraging tools such as Google Analytics or Adobe Analytics can allow you to serve up the customized experiences that will help visitors get the job done more quickly through a frictionless experience that facilitates conversion and cart maximization.
  • Nurture loyalty – Linking multiple sessions to a single user in your CRM can inform not only how to serve them on-site, but how to retain them and reach out to them in your email campaigns.

While advertising serves to find customers, your website is the greatest opportunity to win or lose a customer. The experience someone receives is as important as the products or services they seek.

Today, table stakes, personalization, and conversion deserve the same emphasis as acquisition. Every company’s needs are unique, and these capabilities are evolving rapidly. Make sure you have the experts required to ensure your success.

About the author

Hilary DeCamp
As Chief Research Officer at Material's Insights Division, Hilary runs the advanced analytics function and personally specializes in market segmentation studies at Material. She leverages her 20+years of experience to consult with a wide variety of clients on study and questionnaire design, sampling and weighting, online data quality management, cross-cultural comparability, and analysis in report writing. She holds a BA in Quantitative Psychology from UCLA and earned her Masters in Marketing Research at the University of Georgia.

Read more by Hilary DeCamp
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