You have an A/B testing tool, a well-researched hypothesis and a winning test with 95% confidence. The next step is to declare the winner and push it live, right?
Not so fast.
Understanding what consumers want, what consumers need and why is a crucial part of conversion rate optimization.
Earlier this year, BrandShop released the results of the 2015 Digital Consumer Preferences Survey, which revealed in no uncertain terms that consumers want (and need) buying online directly from brands to be easier.
Bias as a problem in qualitative research and analysis is as old as, well, qualitative research.
At the heart of every landing page is the lead gen form.
When your visitors land on your page, you want to ensure they can find and complete the form as quickly and painlessly as possible, right? After all, it’s the gate to your conversion funnel, your first interaction with leads.
More than a few questions are likely circling around in your head. Does my form have too many fields? Should I change the button color? Will in-field labels help reduce friction?
You spend most days analyzing and interpreting numbers, right? You’re constantly sifting through Google Analytics dashboards, form analytics reports, Mixpanel data – the list is endless.
When you spend so much time focusing on the numbers, it’s easy to forget about the people generating those numbers.
That’s where qualitative research comes into play. Qualitative research sample size requirements are also significantly less than quant research, making it doable for most companies.
A/B testing is highly useful, no question here. But a lot of businesses should not be doing it. They’re not ready yet.
If I asked you, “what’s the most persuasive word in the English language,” what would you say?
Many would say “free” – and that may or may not be accurate. It’s one of those CRO ‘best practices’ that is often repeated but rarely discussed in detail.
There are studies that support its power, but there is also plenty of data that supports the idea of ‘free’ being detrimental to optimization.
With all the talk about A/B testing, it’s easy to forget there are other methods of measuring the effects of experimentations, such as cohort analysis.
Are you familiar with the expression, “The most valuable customer is the one you never lose”?
In the CRO industry, it’s easy to focus on simply converting more leads all day, every day. More visitors to the landing pages, more emails submitted, more phone numbers captured, etc.
You’re running lots of tests? Great stuff.
Now, here’s a piece of the puzzle you may not have thought about: what is the most appropriate way to archive test results?