How to Combine Quantitative Data with Qualitative Insights for CRO
Robert Mulder & Sven Cune
“The greatest enemy of knowledge is not ignorance, it is the illusion of knowledge.”
Stephen Hawking
User Feedback
showsyou why.
Analyticsshows
youwhat is
happening
User Feedback
showsyou why.
PERFECT FOR:
• Randomized site
experience surveys
• Content based surveys
• Shorter surveys with
fewer pages TYPES OF FEEDBACK
PASSIVE FEEDBACK
ACTIVE FEEDBACK
PERFECT FOR:
• Randomized site
experience surveys
• Content based surveys
• Shorter surveys with
fewer pages The humble feedback button
@usabilla
Avoid expensive assumptions
Key Objective:Improve booking process to increase conversion
Results:• Quickly uncovered what was really happening• reduced drop-off rates by 10%
UK AIRLINE
@usabilla
See what users want and detect issues early
Key Objective:Prioritise changes based on user input
Results:• Validated new design & reprioritised UX changes• Uncovered a serious bug quickly to save over £50K
UK RETAILER
@usabilla
Improve your reputation
Key Objective:Provide a continues channel for customer feedback
Results:• Increased App store rating
HUMAN
“An App store review should never be the easiest way to give feedback”
Paul Veugen, founder @ Human
Targeted Surveys
FRICTIONDEFINITION
The psychological resistance that your visitors experience when trying to complete an action. Friction is a conversion killer usually caused by unclear messaging, lack of information
FRICTIONDEFINITION
The psychological resistance that your visitors experience when trying to complete an action. Friction is a conversion killer usually caused by unclear messaging, lack of information
FRICTIONDEFINITION
The psychological resistance that your visitors experience when trying to complete an action. Friction is a conversion killer usually caused by unclear messaging, lack of information
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WhileatHome
WhileattheOffice
Whilecommu0ng
Whileshopping(instore)
Whilebeingoutside
other
VoC enhanced testing
@usabilla
Feedback
Segment feedback based on variations
Make UX informed changes
Surveys
A/B testing
Target surveys at variations
@usabilla
Fake door tests
Quick Guide to Effective Surveys
Simple steps to getting actionable insight from your users
WHERE ARE YOUR USERS GETTING STUCK?
FRICTIONDEFINITION
The psychological resistance that your visitors experience when trying to complete an action. Friction is a conversion killer usually caused by unclear messaging, lack of information
SURVEY PLAN CHECKLIST
DEFINE
• Why you ask — Define your objectives
• Who you ask — Target very specific segments
• What to ask — Decide on friction areas and survey questions
• When to ask — Decide on behaviours that trigger the survey
• Where to ask — Target certain urls and pages of the website
Qualitative Surveys
KEEPING IT SIMPLE
• Keep it short - 3 questions per page maximum
• Keep it real - brand & humanize your language
• Keep it relevant - Conditional questions
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WINNER!!
CONTROL VARIANT VARIANT B
–
No Introduction
15 seconds
–
With Introduction
15 seconds
WHICH VARIANT WON?
PHILIPS - SURVEY A/B TEST
6"
TEST$NUMBER$ B$VARIANT$ CHANGE$IN$RESPONDENTS$ COUNTRY$
1" A%er"30"seconds"" 49.2%$ China"
6a" No"Intro,"15"seconds" +131%$ US"6b" No"Intro,"15"seconds" +194%$ China"6c" No"Intro,"15"seconds" +113%$ Brazil"
2" A%er"4"Page"Views" 449.7%$ Netherlands"
3" Upon"Exit" 450.2%$ US"
4" A%er"5"Page"Views" 439%$ Netherlands"
5" No"Intro,"15"seconds" +60%$ France"
Industry Conversion
Travel 7-15%
Electronics 1-2%
Telecom 3-24%
Healthcare 5-11%
Transport 1-3%
Travel 2-3%
Publishing 6-14%
SURVEY CONVERSION PER INDUSTRY
• Why did you visit our website today?
• Did you find what you were looking for?
• What was your goal today and were you able to achieve it?
• Do you have any questions that you could not find the answer to?
• What was the biggest challenge in finding what you were looking for?
• How can we improve our X page?
• What made you not complete your purchase today?
• What almost prevented you form purchasing today?
MAGIC QUESTIONS
Thank you!Questions?
PS: Drop by the Usabilla stand to play our balls of fire game!
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