Case: Qualitative informed A/B testing

- 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…