In episode 39 I speak with Ayat Shukairy, founder of Invesp.

Jobs to be done is a really useful technique to use to really dig into the real reasons why a customer made a purchase from your business. Why did they decide to buy your product from your website.

It’s nothing to do with the sale or promotion you’ve got going on, that was just a trigger for them to do it now. There’s always a process in their mind, a reason why that person has identified your product as the solution to their needs and if you can unlock these reasons you’ll be able to optimise your website and provide a far better customer experience.

Ayat Shukairy is a recognized expert on marketing strategy and an in-demand speaker who has presented at marketing conferences throughout the world. With over 14 years of entrepreneurial and marketing experience, Ayat helps companies create websites fall in love with, while increasing their online sales. Her clients include eBay, 3M, the Special Olympics, DISH Network, Discovery and many more. 

Ayat is the co-author of “Conversion Optimization,” an Amazon.com best-selling book. In her book, she combines ground-breaking marketing research with powerful story-telling and case studies to demonstrate how to leverage these principles to create highly converting websites.