Learn research methods used to generate customer and business insights.
- Let's look at a case study showing how qualitative data…can create better experiments.…One of WiderFunnel clients, Frontline Solvers,…is a software vendor.…Now, when we started our partnership,…they understood that conversion optimization…was extremely important, but they wanted to make sure…the experimentation efforts were focused…on their most important business problems.…So the first few months of the partnership…focused solely on exploring qualitative data.…The goal was to gain a better understanding…of their visitors and how to position their products…and services and how to define the most impactful…hypotheses for experimentation.…
Over 12 weeks we launched online polls…and sent out customer surveys.…We explored the impact of psychological triggers.…We collected data from click maps, scroll maps,…user session recordings, eye-tracking, and more.…We broke down Frontline's user journeys,…all culminating in a deep analysis…and recommendations for hypotheses to test.…A survey we ran on their product pages…asked what next action would you be most likely…
Author
Released
10/18/2018- Recognize that focusing too much on conversion rate optimization can hurt sales.
- Distinguish the area of CRO that focuses on the transaction portion of a business.
- Identify which business goals CRO testing is most effective for.
- Predict which type of pages you can test quickly that will have the largest impact to your business.
- Explain the difference between PODs, POPs, and POIs.
- Describe the two overarching goals of CRO experiments.
Skill Level Intermediate
Duration
Views
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Introduction
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1. Understanding Conversion Rate Optimization
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Debunking CRO myths3m 31s
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Using framework thinking2m 11s
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2. Setting CRO Goals
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Identifying goals2m 50s
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Ranking your goals4m 16s
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3. Understanding Your Target Audience
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Identifying cognitive biases2m 48s
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4. Prioritizing Testing Opportunities
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Prioritizing high-ease pages2m 22s
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5. Creating Test Hypotheses
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Using the LIFT model2m 41s
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LIFT analysis case study3m 36s
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6. Setting Up Your Test
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7. Analyzing Your Test Results
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8. Be an Optimization Champion
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Video: Case: Qualitative informed A/B testing