Humans of 3Q: Meet Svitlana Graves
Published: November 10, 2017
Author: Kelly Whelan
Our Humans of 3Q series kicks off with Svitlana Graves, CRO Analyst out of San Francisco, CA! Get to know Svitlana below:
Tell us about what you do at 3Q.
I am Conversion Rate Analyst and my goal is to help lift our clients’ conversion rates beyond what they thought possible. Another goal, just as important, is to help our clients deeply understand their customers, so everything they do truly resonates with their target audience. Our amazing CRO team conducts in-depth research – heuristic analysis, user testing, competitive analysis, heat map and scroll map analysis, etc., to figure out why customers choose to do what they do and how we can make their experience better. Then we test creative solutions to the problems we found, learning from the results and helping our clients grow.
What’s one marketing lesson you wished you had learned earlier?
What I wish I had known is that it is possible to be an ethical marketer. I used to believe that marketing is about playing mind games and tricking people into buying stuff. Then I realized that marketing can be a great way to serve and create massive value. I am loving it! I appreciate the opportunity to connect customers with companies who can fill their needs.
You have a real passion for writing. What sparked that?
I like the challenge of finding an interesting and practical topic, doing the research, reaching out to experts, and putting together information that the reader can apply immediately. I especially love bringing together insights from thought leaders in the field. I found that most people are happy to share their advice – and I’ve made a lot of friends this way.
You’ve mentioned that you grew up in the Ukraine and moved here 9 years ago. Where do you recommend someone visiting California visit?
I would recommend that everyone go down to Monterey, rent a bike and ride along the ocean. The waves are spectacular, and you will most likely run into some seals and pelicans. One time we even saw a pod of dolphins.
Tell us about your biggest fan.
My biggest fan is my son Ryan. He is 9 years old. He almost never has a bad day! If I’m feeling down, a quick chat with him, and a game of Bananagram – and I’m happy again.
What’s been the coolest thing you’ve done with your unlimited PTO?
I am now planning the coolest thing I will do – it will most likely be a trip to a place in the US I’ve been wanting to visit, like the Grand Canyon or Chicago.
Have you participated in 3Q 3%? If so, what’s been your favorite experience?
I took part in Project Night-Night – putting together goodnight kits for homeless kids. The kits included a book, a toy, and a handwritten note. Writing Dr. Seuss quotes was really fun. I love Dr. Seuss – when my son was growing up that’s all we read. Now Ryan has moved on to Captain Underpants. But I still have his Dr. Seuss books! I like re-reading Oh, the Places You’ll Go every now and then.
What do you think has been the most interesting change in the marketing industry or in your channel this year?
In CRO, agencies and in-house teams have been paying closer attention to conversion research, instead of just testing ideas they come up with. I’ve always been a huge fan of talking to customers, doing your homework, and running truly informed tests. It makes me happy that it is becoming mainstream. In addition, there is a shift to a holistic approach to growth, which combines strategy, customer theory, effective acquisition, careful performance analysis, and conversion optimization. 3Q is doing a fantastic job providing this kind of tremendous value to our clients, and I am happy to be part of it.
What’s your favorite TED talk?
This talk is very inspiring to me. We are all creative in our own way, and we all experience failure and disappointment, which leaves us feeling vulnerable. In her talk, Elizabeth shares her story of getting through the tough times and also keeping her inner balance after one of her books became a huge success.
What’s your favorite internet GIF?