You spend most days analyzing and interpreting numbers, right? You’re constantly sifting through Google Analytics dashboards, Formisimo 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. [Tweet It!]
That’s where qualitative conversion research comes into play. At least, that’s where it should come into play.
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.
Do you remember when Slack launched last year? At the time, I was a diehard HipChat fan. Needless to say, I wasn’t interested in trying Slack. I considered it nothing more than a passing trend. Now? I use it for an average of 10 hours a day for personal and professional reasons. (Sorry, HipChat.)
Here’s an uncomfortable truth about conversion rate optimization: lots of people are running bad tests without even knowing it. They’re making decisions based on false positives, they’re acting on inconsistent data, they’re avoiding the issue of sample pollution – I could go on.