Conversion ResearchXL Model: CXL!

(Image source: CXL Institue)

Most people make common mistakes when they build a website for their products. They do not analyze the needs of their target audience. Most of them fail to identify their target audience. And they end up having a website that doesn't reach out to their potential customers. This is where conversion optimization comes into the picture. In Digital marketing, conversion optimization, or conversion rate optimization is a process for increasing the percentage of visitors to a website that converts into customers. But before we start optimizing the conversion rate we need to do thorough Conversion Research on your website.

What is Conversion Research?

Conversion research is a strategic approach focused on identifying and interpreting relevant data to find possible points of friction in a sales funnel. When it comes to CRO, data is the key. We need data to get insights from. You just can not optimize any website without going through the collected data. While in my Conversion Optimization course at CXL institute I came across this very efficient model, that helps you understand which data is important to draw insights from. Basically, this research can be divided into three types:

  • Experience-based assessment.
  • Qualitative research.
  • Quantitative research.

Experienced based research is more of a heuristic approach to gathering data and suggestions to optimize your website. This is not always optimal as it is not derived from digital data. Qualitative analysis can be done with various surveys, phone interviews, or getting insights from the website visitors. And finally, the Quantitative analysis can be done with various analytical tools like Google Analytics. Analytical tools provide key insights into the number of visitors, number of conversions with various segmentations.

Experience-based assessment

  • Site Walkthroughs — Many conversions are lost due to poor cross-browser and cross-device compatibility issues. It is a very big conversion issue. You should always spend time on site walkthrough and make sure that it works on majorly used and supported browsers and devices. There will be gaps in the user experience when accessed the site on mobile or desktop devices. But you should always make sure that no behavior is breaking, Most importantly carts and payment pages. Also sometimes slowness in loading pages cause friction. Hence this step can be very insightful sometimes.
  • Heuristic analysis — It is a human-led evaluation of websites. Many times we see the problem with our bare eyes. But always remember we humans have biases, so always back your observations with data. In this phase, you can try and check the clarity of web pages and identify distractions on the web pages if there are any.
  • Usability analysis — Usability is all about making your website easy to use. Ideally, your website must be designed in a way that any user can access your website and perform any action. In this type of analysis, you should involve few people to achieve a certain goal on your website. Try to observe how much time the new users took to perform a certain action? How much time do they take to do the same action when they are familiar with the process? What all errors they made? analyze the errors.

Qualitative research

  • Surveys —The survey is a powerful marketing research tool to discover opinions, attitudes of our customers, and getting insights of competitors from the customer. Surveys consist of various qualitative and quantitative questions. These surveys help you understand who your customers are. Surveys should not be very long and must contain close-ended questions. Identify the survey audience and the sample size should be greater. More people taking the survey then more data there is to analyze.
  • On-site polls — These are the polls on the website that appear randomly to the site visitors on many pages. These polls can help you understand user experience and identify friction on the site. These can be triggered when site visitors avoid doing certain actions and exit the website. Or also when users buy your product, you can ask for their experience on your website. Data gathered from this will help you reduce the friction on your website. But you should not take hasty decisions based on a few visitors’ opinions.
  • Live chat transcripts — If your website supports live chat support, then it is a very important source of gathering data from potential customers. Many people ask queries on the live chat portals or to chat-bots. These queries can be useful to understand the target audience.
  • Customer Support — Your customer support team must be facing various queries from the customers. These customer queries can help you understand the problems faced by your customers. Also, understand the responses that your customer success teams provide to your customers. You might find some insights in those responses.
  • User Testing —User testing is about insight into user’s mind, and usability. You can tell any users to walk through your website. You can observe what approach these users take to perform a certain action and what problems they face. User testing can be categorized into three parts Over the shoulder testing, Unmoderated remote testing, and Moderated remote testing. In case of Over the shoulder testing you actually sit with the user that is browsing through your website. In such tests you can see the expressions of the user also what they are thinking before performing a certain action. Sample size for such test cases can not be large as it is time consuming. Unmoderated remote testing is done with the help of various tools/websites that provide user testing. In this case a certain number of random users access your website. Such tests are useful when your product is familiar to all but in case if you have very niche product these test results are not that reliable still useful. In moderated remote testing you can coordinate with your test cases. The advantage of moderated testing is that you can clarify the task if they don’t get it.

Quantitative research

  • Web analytics analysis — Web analytical tools such as Google analytics provide very detailed data and information about users such as the number of users visiting your website, number of conversions. Also, tools such as Mouse tracking tools and scroll maps help you understand the journey of your customer on your website. By analyzing this you can improve your website to increase conversion rate.

All these analyses are very much important when it comes to optimizing conversion rate. As you can not find the solution to a problem that you do not know, This data analysis helps you understand the problems, so that you can find efficient solutions.

It’s been a wonderful journey of learning at CXL institute’s Conversion optimization. Looking forward to exploring more about conversion rates and human behavior.

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