In the ever-evolving world of digital marketing, one concept has redefined the way we at Explore Digital understand and approach Conversion Rate Optimization (CRO): the Jobs-To-Be-Done (JTBD) framework. As CRO-obsessed specialists, we’re excited to delve into how this innovative framework can enhance the CRO strategies we offer and help you connect with your audience on a deeper level.
Understanding JTBD: Beyond Products and Services
The JTBD framework is based on a revolutionary idea by Harvard Business School Professor Clayton Christensen, the pioneer of the JTBD framework: customers don’t merely buy products or services; they “hire” them to accomplish specific jobs or make progress in their lives. In other words, they don’t “need” your product or service; instead, they need to transition from their current self to their ideal self. They “hire” your product or service to bridge this gap.
Let’s break it down with a classic example: the drill. When you purchase a drill, it’s not because you have an overwhelming desire to own a power tool. You’re not even buying it solely to make a hole in the wall. No, you’re investing in the drill for the emotional satisfaction of hanging up that prized painting or for the social relief of ending the persistent nagging from your partner about those neglected items waiting for their place on the wall.
Christensen’s Three Dimensions of a Job
Clayton Christensen identified three dimensions that any product or service fulfills:
Functional Job: This is the core task, goal, or problem that customers aim to resolve in a given situation. It’s the practical, objective requirement. For example, buying an Apple iPhone for its multitude of capabilities such as texting, calling, taking photos/videos, and more is the functional job that customers intend to achieve when making this purchase.
Emotional Job: Beyond the functional aspects, customers also seek emotional gratification from the products or services they “hire.” When someone uses an Apple iPhone, they may want to experience joy and contentment by creating happy memories via photo/video capabilities or connecting with family over FaceTime, which are emotional jobs they want to fulfill.
Social Job: The social dimension revolves around how customers want others to perceive them after using a product or service. It’s about their image and how they fit into their social environment. Using an Apple iPhone, for instance, might be a way for someone to be seen as trendy, achieving the social aspect.
Leveraging JTBD in CRO
Now, let’s explore how the JTBD framework can enhance your CRO efforts:
Deep Customer Understanding: By adopting the JTBD framework, you gain a profound understanding of your customers’ motivations. You move beyond just understanding what they do and start comprehending why they do it. This knowledge empowers you to create more compelling and relevant content, offers, and user experiences that resonate on a functional, emotional, and social level.
Personalized Experiences: Armed with insights into the functional, emotional, and social jobs your customers are trying to accomplish, you can personalize your website and marketing strategies. Tailor your content and messaging to address these specific needs and desires, making your visitors feel like you understand them on a deeper level.
Product and Service Innovation: By understanding the complete spectrum of jobs your customers are trying to fulfill, you can identify areas for innovation. This allows you to improve existing offerings or create entirely new solutions that better align with your customers’ goals.
Effective A/B Testing: A/B testing becomes more strategic with the JTBD framework. You can design tests that not only measure functional improvements but also evaluate the impact of changes on emotional and social aspects. This ensures your CRO efforts are more comprehensive and meaningful.
Incorporating JTBD in CRO Can Enhance Your Digital Marketing Efforts
Incorporating the Jobs-To-Be-Done framework into your Conversion Rate Optimization strategies can be a game-changer for your digital marketing efforts. It transforms your approach from a mere focus on product features to a deep understanding of the functional, emotional, and social needs of your customers.
At Explore Digital, we are here to help you harness the power of JTBD to create more meaningful and effective CRO strategies that resonate with your audience and drive better results. So, are you ready to transform your CRO game with the JTBD framework? Let’s start “hiring” those conversions together!