by Matt Pezzimenti
February 27, 2020 • 5 min read
Why CRO success depends on Quantitative and Qualitative Data
Before any CRO strategy can succeed, you need to understand two things:
- – What are website users doing in my conversion funnels?
- – Why are they doing it?
For example, if you are selling a product online then analytics tools can tell you how many people visit each page in the conversion funnel. However, unless you know the real reason some users leave before or during checkout, you’ll never be sure of how best to improve their experience and turn as many as possible into buyers.
Gathering quantitative and qualitative data uncovers both the What and Why answers you need to make better-informed decisions on the path to maximising conversions.
What is quantitative data?
Quantitative data gives you numbers and statistics. It answers the “What?” question by providing hard facts. This information is imperative when embarking on CRO testing or confirming business theories and assumptions.
In CRO audits and A/B Testing, excellent quantitative data sources include:
Learning how many people are visit funnel pages, how long they stay and where they go, reveals which of your website conversion funnels are the most valuable and helps hone in on where problems are occurring.
Your baseline is the data relating to your test’s original or control page. The quantitative data from your test, when compared to your baseline, will tell you what do next.
Breaking down each step of your user journeys throughout your website funnels and uncovering the drop-off points and progressions of through each stage, provides an in-depth understanding of how your customers through your conversion funnels.
Qualitative analysis allows you to target your A/B testing strategy to areas of your website which will see the biggest conversion lifts.
What is qualitative data?
Qualitative data gives you words and actions that reveal user’s thoughts, feelings and experiences on your website. It answers the “Why?” question about your customers’ behaviour on the site or page.
In CRO audits and A/B testing, excellent qualitative data sources include:
Closed or multiple-choice questions to a sample of your audience distributed in-person or online to receive first-hand feedback directly from your customers.
Watch real-time recordings of users sessions on your website. Discover how people on your website use their mouse, scroll, click and navigate between pages and identify why friction points may be impacting your bottom line.
Direct users through hypothetical scenarios on your website to reveal areas of delight and frustration through safe EEG brain scans and in-depth customer interviews.
Evaluate how well your site meets the 5 usability guidelines set out by MECLAB’s Heuristic principles.
Studying other sites as a user helps you understand what people expect from your industry, where you maybe are ahead and behind, as well as things to avoid and consider adopting.
How does Quantitative and Qualitative data work together in CRO?
During the CRO process, there may be times when you’ll only need to know the What or the Why. However, you can’t complete stages and confidently move ahead without answers to both.
Quantitative and qualitative data integral to:
In the technical examination of a conversion audit, quantitative data is used to identify issues such as slow page load speeds and their causes e.g. image sizes or script files, broken links and missing calls to action. Also, the rich quantitative data from user journeys uncover demographic and device details, as well as the paths users take.
Finally, qualitative data from heuristic reviews, customer surveys, NPS scores, competitor reviews, videos and heat maps confirms and exposes any other user issues.
UX experts depend on qualitative data from heuristic evaluation, competitor analysis, user videos, heat maps and one-to-one research to determine website usability, understand visitor frustrations and develop hypotheses for A/B testing.
Quantitative and qualitative data is the DNA of A/B testing. From developing hypothesis from Conversion and UX Audit findings, through test metric and statistical significance numbers, to post-test analysis of software results, Google Analytics and heat maps to provide a summary and reasoning behind user behaviour.
A CRO strategy can’t reach its full potential without the full picture. By integrating quantitative and qualitative research into your Conversion Audits, UX Audits, and A/B Testing, you’ll learn the real story of users behaviours and uncover what needs to be done to maximise website funnel conversions.
Contact the Conversion Kings team today to discuss how data can transform your business.