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What is behavioral economics? Why does it matter to you?

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Podcast Episodes

What is behavioral economics? Why does it matter to you?

339. Mastering User Behavior: Data Insights for Exceptional Experiences – Lucie Buisson

In this episode of The Brainy Business podcast, you’ll gain valuable insights from Lucie Buisson, the Chief Product Officer at Contentsquare. Lucie’s expertise lies in optimizing user experience on websites and mobile apps, and she shares her research and experience to provide practical tips for product managers. By understanding user behavior and identifying their real needs and problems through careful observation and analysis, businesses can create a more effective and engaging user experience. 

Lucie also emphasizes the importance of data-driven decision making, testing assumptions, and balancing quick wins with long-term projects. Additionally, she discusses the challenges of scaling a company and offers valuable insights on maintaining clear communication and team cohesion during periods of growth and change. Whether you’re a product manager looking to improve user experience or interested in the dynamics of scaling a company, this episode provides valuable knowledge and actionable strategies.

In this episode:

  • Uncover actionable insights from user data analysis to drive strategic decision-making and optimize user experience.
  • Strike a balance between quick wins and long-term projects to continually improve product performance and customer satisfaction.
  • Gain a deeper understanding of user behavior through data analysis, going beyond customer feedback alone to make informed product decisions.
  • Navigate the challenges and considerations of scaling a tech company, unlocking opportunities for growth and success.
  • Recognize the impact of time discounting on user behavior and explore strategies to effectively engage and retain customers.
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SHOW NOTES:

00:00:00 – Introduction,
In this episode, host Melina Palmer introduces Lucie Buisson, the Chief Product Officer at Contentsquare. She discusses Lucie’s role in the company’s growth and the mission of Contentsquare to make the digital world more human.

00:02:07 – Scaling a Company,
Lucie shares her insights on scaling a company, emphasizing the importance of adaptability while staying true to the company’s vision and goals. She also highlights the challenges of transitioning from a small team to a larger organization.

00:06:27 – Understanding Behavior,
Contentsquare’s technology collects anonymous user interactions to understand customer behavior and preferences. Lucie emphasizes the importance of focusing on customer intent and providing personalized online experiences that mimic the positive aspects of in-store shopping.

00:08:31 – Challenges of Scaling,
Lucie discusses the challenges of scaling a company, including the need to define roles and maintain a shared vision as the organization grows. She also highlights the importance of explicit communication in a larger team.

00:11:34 – Scientific Approach to Customer Understanding,
Lucie emphasizes the scientific approach to understanding customers and the importance of data-driven decision-making. She discusses the role of data analysis in product management and the need for empirical evidence rather than opinions.

00:18:06 – The Power of Contentsquare,
Contentsquare allows users to gain insights and identify website performance issues without knowing exactly what they’re looking for. Unlike tagging plans, Contentsquare collects every interaction on a website, providing a more exploratory approach to understanding customer behavior.

00:19:46 – Prioritizing the Most Important Problems,
Contentsquare’s reports provide valuable information without users having to choose what to analyze in advance. By presenting click rates on every element of a webpage, users can identify areas of improvement without bias. Solving the most pressing problems yields the greatest impact.

00:24:47 – Finding Simple Fixes with Significant Results,
Customer assumptions about what needs to be fixed often lead to massive and time-consuming projects. However, Contentsquare can reveal simple fixes like optimizing a landing page’s hero image or call-to-action placement, resulting in substantial improvements and revenue opportunities.

00:27:31 – Balancing Voice of Customer Feedback,
While Voice of Customer (VOC) tools provide valuable feedback, it often comes from extreme ends of the satisfaction spectrum. Contentsquare helps differentiate between isolated incidents and symptomatic behavior by tying VOC feedback to session replays. This allows users to prioritize actions based on quantifiable impact.

00:30:42 – The Iterative Cycle of Innovation,
Contentsquare serves as the middle piece in a cycle of innovation. By understanding why customers struggle and making changes to address those issues, users can then use experimentation tools like A/B testing to analyze the impact of their modifications.

00:34:38 – Understanding Future Behavior,
People often answer questions about their future behavior based on what they hope to be, not necessarily what they will actually do. Our predictions about our future selves are often different from our current behaviors, and this should be taken into account when designing products and experiences.

00:35:36 – Customer Feedback and Implementation,
When gathering customer feedback, it’s important to ask the right questions. Customers may say they want a new feature, but that doesn’t necessarily mean they will use it. Implementing unnecessary features can overcomplicate the user experience and deter usage.

00:37:47 – Testing and Understanding Behavior,
Testing and understanding user behavior is crucial for optimizing experiences. A case study from Netflix shows that what people say they want may not align with their actual behavior. It’s important to go beyond customer requests and truly understand their needs and motivations.

00:40:36 – Balancing Customer Requests and Solutions,
While it’s important to listen to customer feedback, it’s equally important to go beyond their requests and find innovative solutions to their problems. Product managers should balance quick wins with long-term projects and use their expertise to identify the best solutions.

00:43:37 – Optimizing Website Experience,
To optimize website experiences, start by listening to customers and identifying small signals of behavior. Quantify the impact of these behaviors and find a balance between quick wins and long-term improvements. Understanding the customer while also leveraging product expertise is key to success.

00:46:09 –  Conclusion,
Melina’s top insights from the conversation. What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media — you’ll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

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