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Step by Step Guide ToQualitative Research in Conversion Optimization
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Qualitative Research in CRO consists of:
⚫Online surveys with recent customers
⚫User testing
⚫Web traffic surveys
⚫Live chat transcripts
⚫Customer support insight
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Qualitative Research is
⚫Who your customers are
⚫What they want
⚫The language they use
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Conversions are all about
Your offer
How you present it
User’s state of mind
Relevancy
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Customer Surveys
⚫In order to boost conversions, you will need to figure out your target audience
⚫If you focus on “everybody” you diminish the probability of success
⚫Nobody will identify with “everybody”
Customer Surveys
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Whom to survey?
How many people to survey?
⚫Survey people who freshly remember their purchase
⚫Ideal sample is between 100 and 200 buyers
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What to ask
⚫What can you tell us about yourself?
⚫What matters to you when buying [product]?
⚫ How long did the buying process take?
⚫ Did you look at competitor sites? How many/Which ones?
⚫Which hesitations did you have before buying?
⚫What made you buy from us?
⚫What can we improve for next time?
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The process
⚫1. Be clear about what you are looking for, define your goals
⚫2. Understand the data through an initial review
⚫3. Organize the data in a way that makes sense to you and is manageable
⚫4. Interpret the data and identify patterns
⚫5. Summary report of findings – next steps for testing
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User survey findings
Online shop for restaurant supplies
✓ 41% of buyers are buying for personal use, only 20% for an actual restaurant
✓ 43% of buyers nearly did not purchase because of high shipping costs
✓ 68% bought thanks to the competitive price
✓ 48% did not trust the site because of its outdated look
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Comparison shopping?
✓ - Yes, 75% of them✓ - 2-3 sites minimum✓ - Some looked at 6 sites before deciding to buy
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Word it out –
“What made you choose our products?”
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Sources of friction
✕Shipping costs too high
✕Return policy
✕Poor filtering on site
✕Prices not correct on shipping until the actual checkout
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Live chat transcripts
⚫Users love it as it is:⚫Instant ⚫Anonymous⚫No sales pressure
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Live chat transcripts
⚫What are the pre-sales questions?
⚫Which pages are causing issues?
⚫Which products are users asking about?
⚫What are their main hesitations?
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Live chat transcripts findings
Issue How many?Wants to know the price 3Question about product 14Wants to find product with certain specs
7
Question about shipping locations 6Do you carry product X? 6Product delivery time 1Bulk order 4Shipping cost 2Coupons 4
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Customer support
⚫Talk to the customer support reps
⚫See what questions are being asked most of all
⚫Huge wealth of knowledge and invaluable insights
⚫Especially on sites where users can place orders through customer support
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User Testing
⚫Identify pages with issues in GA, find out “why” with user testing
⚫5 to 10 users
⚫Target audience users
⚫Tasks that affect KPIs
⚫Create scenarios for the users
⚫Put them through the whole checkout process
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Running the tests
⚫1. Over the shoulder testing⚫Moderator can help dig deeper, get full data
⚫Costly and logistically complicated
⚫2. Unmoderated remote testing
⚫3. Moderated remote testing⚫You can clarify the task
⚫Requires time and planning
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User Testing How users test your site for the first time
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Typical questions
⚫ Tell us what this website is about?
⚫ Shop around for a [specific product] you like
⚫ Find a red shirt, in size 10, between $10 and $20?
⚫ Find 3 suitable microwave ovens. Evaluate them and pick the best one for you.
⚫ Find the product “New Aviator Style Sunnies, Gold”
⚫ Start and complete the checkout process – provide them with a dummy credit card if possible
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User TestingKey Insights
⚫Not obvious what the site was about
⚫Hard to find specific items – search not visible enough
⚫No way to narrow down choices
⚫No comparison features
⚫Poor error validation on forms
⚫Forced account creation on checkout page
⚫Too many steps to checkout
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Remember
1. Testers are testers, not buyers
2. Sample size is too small for statistical significance
3. Don’t jump to conclusions
4. Record testing sessions
5. Be flexible
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Web surveys
There’s going to be some friction, but –
- it won’t affect all visitors
- there’s no other good way to get this sort of data
- it’s not foreverAsk people questions that will help you understand why they’re not buying
“Is there anything holding you back from buying?”
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Web surveys
⚫There is no fit-all best question
⚫Keep the goal in mind
⚫ Why they came to the site? Does the site match their needs?
⚫ What are the sources of friction?
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After you’ve done all this…
⚫Move on to the quantitative analysis of the site
⚫Validate the insights you’ve extracted from research through testing
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