Here are the top 20 things we found broken with analysing and optimising for growth

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We’ve been working on this very problem for 10 years now. Granted the methods, processes and frameworks utilised to optimise a funnel have evolved though the objectives have remained largely consistent. Generate more leads or sales and reduce the cost of acquisition where feasible. It’s worth acknowledging that there is now ~10,000 tools available to Marketers to make things exciting and completely overwhelming at the very same time. 

For the most part, we think these are fun problems to solve though the harsh reality is that for some marketers these problems are often the cause of hard conversations, resignation or even termination. 

In our own case, we find ourselves naturally discussing these problems within the agency on a day to day basis. The theme of most conversations is lively and centred around customers grappling (pulling their hair out) with their tool or data set. By doing so, we’ve learned a significant amount through helping teams solve these problems, though we wanted to go further with our understanding of the problem/s. Further motivated by the fact we believe the problem is actually getting worse, not better. How? Data is becoming more complex, tools are getting more involved, more content is being produced, sites are getting larger and more channels are being activated. Marketers are being asked to become more technical though that’s not easy for all. 

With that in mind, we’ve set ourselves a goal to carry out 100 interviews by the end of 2020. Here’s where we’ve landed after 25 interviews: 

20 things broken with growth analysis and optimisation ‘WIP’ 😱

  1. Crossover or overlap and difference in data/reporting 
  2. Misconfigured tracking or tagging happens too often
  3. As a result, data integrity is often unreliable 
  4. Too many dashboards to review
  5. Attribution is often differing and inaccessible 
  6. Historical activity is lost or murky to locate
  7. Surfacing insights is time-consuming 
  8. Collating and deciding on what to prioritise can be hard 
  9. Collaborating with team members is often removed from data
  10. Presenting to seniors often requires another document
  11. Site pages can easily become lost or forgotten 
  12. Activity across a site can be missed or lost 
  13. Awareness of specific team member actions is often out of sight
  14. When team members leave so does preventable knowledge 
  15. Without strong data maintaining focus can be difficult (SLTs can over influence decisions with opinion) 
  16. Teams often operate without clear or considered goals 
  17. Marketing assets are often cobbled together or without future consideration/need 
  18. Knowing what was attempted or succeded before your tenure
  19. Ability to identify real friction or opportunity 
  20. Feel their tech isn’t properly configured 

Where to from here? 🗺 

We plan to keep researching! We’re looking for marketers all over the world to participate and offer insight into their process (frustrations) in optimising a funnel. Reach our team via Intercom. It’s not much though there’s a small incentive for participating.

For Focus, the vision is clear, and we’re excited to share our product in 2020 though no matter what – we’re excited regardless to help marketers and teams solve these problems over the coming weeks, months and years. Follow our journey on Twitter.

Beware of making design decisions aimed solely at chasing that second click – instead, focus on optimising for the long term by providing quality content that convinces people to return in the future.

Nielsen Norman Group

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