With the different qualitative and quantitative User Research Methods we give an answer to the question, “What should I test?”
Step 1: Measure your performance
Combining the experience of our specialists together with the insights from quantitative User Research Methods and the industry benchmarks reports will give you a great list with high potential focus areas where conversion improvements can be realised.
When you are competing in a race you need to Measure your performance to know how well you are doing. And improving your end-result involves analysing every individual step to find opportunities to improve.
As we have mentioned before, it does not make any sense to just start implementing a random list with ideas to improve your digital performance. Indirect or quantitative User Research Methods, such as Web Analytics Reporting, Eye Tracking Analysis and Online User Surveys give you the answers to “How Much” and “How Many”.
Making sure that you know “WHAT is happening?”, by collecting and analysing the actual data at all customer touch points and across all web and mobile platforms, is the first step. The next step is the understand “WHY it is happening?”.
Quantitative User Research Methods
There are different quantitative User Research Methods available that can help you to find the answers to the question “WHAT is happening?”, such as: Web Analytics Reporting, Eye Tracking Analysis, Email Surveys, Market Research, Net Promoter Score Surveys and Industry Benchmarks.
Step 2: Listen to your customers
In step 1 you have established the insights on WHAT is happening on your website. Web Analytic tools and other User Research Methods tells you for example where visitors leave your website and at what point in the checkout flow they stop with their purchase. Although these are great insights, it will however not tell you WHY this is happening.
To understand why your customers behave in this way, we use direct or qualitative User Research Methods, such as Usability Studies, Interviews and Customer Feedback tool.
By listening and talking directly with your (potential) customers you can discover and understand what their objectives, wishes and frustrations are. These conversations will give you valuable insights and important clues on HOW to fix your biggest conversion obstacles.
Qualitative User Research Methods
There are different qualitative User Research Methods available that can help you to find the answers to the question “WHY is it happening?”, such as: Usability Studies, Interviews and Customer Feedback Tools.
Customer Feedback Tools
“Siloed user research often results in a disjointed, expensive collection of fragmented data, partial answers, and a glaring lack of real insights in customer behaviour.”
Step 3: Seeing the Elephant
The fable of the blind men and the elephant tells us about different man who all investigate a different part of the animal. One feels the trunk and pronounces it must be a snake. Another feels a leg and claims it’s a tree. The third touches the tusks and thinks it is a spear while the blind man who holds the tail is convinced they are talking about a rope. None of them can see the Big Picture.
But we can create conditions that will help the blind men to talk with each other and solve the fragmented insights from the different user research methods by exploring and addressing balance, cadence, conversation and perspective.
Balance is needed to avoid the creation of a research monoculture. When you are only listening to one blind man you will be stuck with an incomplete and unbalanced view of your customers. Cadence is needed to avoid that your research is only done once in a while. The world around us is constantly changing and our customers behaviour is in a flux. By mapping out a useful frequency and duration of the selected user research methods we make sure that we understand them in the context of time.
Step 4: Identify testing opportunities
So far, we have covered the need to measure your performance, the value of talking and listen to your customers and the benefits for balance and cadence in your user research methods. Together this will provide you with remarkable insights and strong clues on how to improve and fix the most important conversion optimisation obstacles.
In the process of identifying testing opportunities you have to look holistically at all areas and think deeply about your customer’s experience. Identify ideas for testing and have a closer look at the copy and tone of voice of your website, design and interaction, psychology and product, price and service, … it should be all on the table for testing!
Some Ideas to Test
There is no idea too small or too big to test. But start with the ones that you think have the biggest impact on your results to accelerate the digital growth of your business.