How you design a survey or a form will affect the answers you get. This includes the language you use, the order of the questions, and, of course, the survey scale: the default values and ranges you use.
User journey mapping is a widely used and impactful technique that can help you improve your product, marketing, UX, and merchandising decisions.
However, like other UX research techniques (including user personas), there’s some vagueness and obscurity around how to actually create user journey maps.
“How do we get our customers to do what we want them to do?” Digital marketers get asked this question all the time.
But it’s the wrong question.
As an optimizer, you might be thinking that user interviews fall outside your role. Or, perhaps, that they are a “nice to have” on the qualitative conversion research checklist. Worse, you might not be asking good survey questions because you’re rolling with an “I’ll just wing it” mindset.
User interviews are more complex and important than most optimizers realize.
Show a landing page to a panel of experts and ask them what’s wrong with it – everyone will have an answer. Oh yes, everyone will have an answer.
But how cohesive are these answers? How accurate? How actionable?
Turns out, even if the panel consists of experts, opinions still aren’t worth the weight of solid research.
And on-page surveys can be crucial to deriving insights for conversion optimization.
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.
Qualitative research or quantitative research? Doesn’t matter if you’re doing it wrong.
When marketers think of using data to come up with test hypotheses, they typically think of digital analytics. Quantifiable data. But qualitative research can actually offer more insight than anything else for coming up with winning test hypotheses. When quantitative stuff tells you what, where and how much, then qualitative tells you ‘why’. The goal of qualitative research is to gather an in-depth understanding of user behavior, and the reasons for that behavior.