Quantitive Research and More| Week 12 | Review

Quantitive Research

This is blog post #12 as part of the series of blog posts in which I will sum up my learning experience with CXL Institute attending their Growth Marketing Minidegree.

Last week I started talking about Qualitative Research. Today I will continue with Quantitive Research and more, sum up my learning experience and review the following key takeaways: 

> Mouse Tracking

Mouse tracking is useful in many ways, I will try to sum it up in the following bullet points: 

• Click Maps;
  It's very important to know where people are clicking, even if it is not clickable (Now you know the What) go figure it out to know the why through screen session records or something else
  
  
• Scroll Maps;
  How far users can go in web pages, also it determines how long the page is and when users are dropping, then again seeks the why
  


• Screen Recording; it’s all about the why
  You can’t make conclusions based on a heat map that’s generated off of some visits. You should aim for data of 2000, or even 5000 visitors per page analysed, and disregard data that has a sample size lower than 300 (otherwise the margin of error is too big – you’re drawing conclusions from very few visitors)

To make the best use of mouse tracking tools try to find tools that will let you segment the data by browser, visitor type, behaviour, errors. Use this to understand the differences between different segments – mobile vs desktop users, new vs returning etc.

> Website Search

Internal site search is important for conversion. Explore data and segment “Visits with site search”. This means visitors who used the internal site search at any point in their visit. On average, The conversion rate for visits with site search is usually twice as high as visits without site search. The Site Search -> Pages report tells you what pages people are on when they use to search.

This is extremely important not only for increasing the conversion rate In the present but also in a deep understanding of what your user behaviour really is, what do they care about the most? maybe focus on content marketing on that or make sure you have an auto-refill of this certain product stock they are searching for, highlight it more with a focus in your promotional campaigns and so on. 

> Content Report

One of the great ways content reports can really help is to identify pages that work better than others on your website finding high-traffic, low-performance pages (high bounce, exit rate).

Also, top landing pages with bounce rates higher than the site’s average should go on the list of problem pages to investigate. The goal here is to identify high traffic, low-performance landing pages. What are people doing on a specific page? Which links get clicked on and which don’t? Use the Navigation Summary to get this specific type of information. A navigation summary is excellent for evaluating which links on any given page are needed, and which are not. Using this report to identify “noisy” links. Content that’s a distraction and overlooked by the vast majority of visitors should be removed.

> Screen Resolutions, Browsers & Devices

Looking at the funnel steps per browser/device. An additional report to check is one that looks at the conversion funnel in a “horizontal” manner, with each of the key steps towards the macro conversion being a separate goal. Evaluating different dimensions like the browser, device or screen resolution. Oftentimes, one can find a cross-browser issue here and identify at which stage in the funnel users are getting stuck. Make sure the report includes some behavioural measures like bounce rate and page depth, don’t just look at abandonment rates between funnel steps. 
For mobile devices checking the distribution between desktop, tablet and mobile then the trend and comparing that to 3, 6 and 12 months ago. 
also, OS & Screen Resolution is very important to identify where your users coming from, Are they on Mac or Windows? What are the most common screen resolutions that determine where the fold is, and how much of your site they’re seeing? What are the conversion rate differences between resolutions?

> Conversion Research Reports

The report should be a tool. Start with it to build off of and structure it accordingly. There is no universal best structure for a report. Peep typically start with each individual research outcome (surveys, Qualaroo, Google Analytics, etc), and then propose changes page by page (combining heuristics with data).

> CopyTesting

Copy is 2x influential than design when it comes to converting visitors to your website. If you want to improve your copy so that you increase the conversion rate, it's essential that you have Data on your website copies. which paragraph is converting more and which is serving as a distraction. That's why copy testing is important. 

Now when it comes to copy testing, here are key things to assess in a copy: 

• Clarity | clarity trumps persuasion 
• Value | How much people care about what you say 
• Incomplete information | 50% of users fail to successfully complete a purchase because of missing info

Any copy you put out there is a hypothesis, test it to get the best results of what people really care about, Getting Data on how to improve your copy sp you can increase the effectiveness of your copy.

> How to use CopyTesting?

Start by Researching Qs for your overall copy and specific blocks when and if needed Qs about friction and incomplete info (Qualitative) ALso about care and clear (Quantitative)

Copy Testing is a qualitative research process to get to asking the rights Qs (User Testing), then use answers (Data) to figure out where is the problem and see what you will do about it (Solutions)

Copy Testing Tools that can help [https://wynter.com]

This is my last blog post in the series, I hope it was helpful in any way to those who are seeking growth in any area of marketing. also, I would like to thank CXL Institute for this opportunity to learn from the top people in the field of marketing. I am really grateful for the opportunity that was a big differential factor on my learning journey since I started working in the marketing field 5 years ago. I recommend CXL institute for anyone of you who read this and are passionate about the marketing industry, CXL is the best I have ever seen and by far.