In the often-used example, the top-of-mind explanation is, “I need a drill.” but if you probe the customer a little deeper, you will discover that the customer actually needs a well-drilled hole. The JTBD framework takes the next step to explore customers’ true motivations for making a purchase.
But, as you conduct these JTBD interviews, the focus should never be on the product itself, but it has to be placed on the customer. The idea behind this whole theory is to understand your product through the lens of your customers. This progress can either be physical or psychological. Our conversion optimization team attempts to uncover the progress that customers are trying to make when using this framework. So it’s all about understanding the customers’ specific job and the thought process that triggered them to hire a product or service. The jobs-to-be-done framework is based on the idea that people don’t buy a product, but they hire it to get a job done. This article will define the Jobs-to-be-done theory, what questions you should ask, and how you can use it to increase eCommerce sales. We have been using this theory on eCommerce, lead gen, and SaaS websites. Invesp co-founders, Khalid Saleh and Ayat Shukairy have also presented this framework on podcasts, webinars, and conferences. We have written an article explaining how we use this theory in our conversion projects and how it can write welcome emails for your e-Commerce stores. If you have been reading this blog for some time, you probably know that Clayton Christensen’s jobs to be done theory is part of our conversion optimization process.
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