The quantitative data analysis method
This method helps answer important questions about how users engage with your site and using Analytics data, user tracking, heatmaps and technical data gain information like:
- Where people enter your site, i.e., which webpage they land on first
- Which features they engage with, i.e., where on a page or within your site do they spend their time
- What channel and referrer brought them in, i.e., where they found and clicked on a link to your site
- What devices and browsers they use
- Who your customers are (age, demographic, and interest)
- Where users abandon your conversion funnel, i.e., where or during what activity do users leave your site
This information will let you know where to focus your efforts. By putting your effort into the pages most engaged with and valuable to your users, you’ll see the largest impact.
The qualitative data analysis method
Now that you know how visitors interact with your site, you can look into the “why” behind their behavior. You can't optimize for all visitor so optimize for your ideal visitor, the user that's most important to have as a customer. You get this data by setting up On-site surveys, User testing and Personal interviews.
Qualitative analysis helps optimize for conversions by providing information on:
- Why did they engage? Why did they originally decide to visit your site or navigate to a specific page? What about the page or product appealed to them?
- What do they think your site offers that makes you different from competitors? Is there a feature or service offered by your company that makes buying from you a better experience?
- What words they use to describe your products, services, and the pain points they address? How would they describe your product or service to a friend? In essence, how do they talk about what you do?
The poor decision method
This comes in many forms and is a well proved method for achieving just about nothing or less. Some not-so-effective CRO methods include:
- Guesses, hunches, and gut feelings
- Doing it because your competitor is doing it
- Executing changes based on the highest paid person's opinion