qualitative research

Good Survey Questions: Master the Art of the Ask

“Surveys are the most dangerous research tool,” says Erika Hall, author of Just Enough Research. “If you write bad survey questions, you get bad data at scale with no chance of recovery.”

With people’s attention spans getting shorter, there is growing pressure to make surveys lean. More and more people are taking surveys on their phones and if the survey is too long, they drop out.

How can we make the survey short and still get the information we need?

By writing better questions.

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The Most Effective Ways to Analyze Session Replay Videos

Session replays are a common conversion research technique. And they can provide a lot of value.

Still, the process is amorphous. I haven’t seen a structured way to approach session recordings other than just sitting down to watch a bunch of them and inferring your qualitative findings, somehow lopping them into the rest of your research stack.

But what if there were a better way?

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Science of Marketing

Fact: offering customers more choices kills conversion rates.

A scientific study proved it.

Fact: you can prime customers to behave in certain ways with certain phrases, images or ideas.

Researchers have shown it’s true.

Fact: if you give potential customers a small gift, you’ll create a debt that customers will eagerly repay.

Robert Cialdini wrote about that years ago in his popular book, Influence: The Psychology of Persuasion.

These ideas (and dozens of others) are so widely accepted that almost no one questions them.

But maybe we should.

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How To Use On-Site Surveys to Increase Conversions

Show a landing page to a panel of experts and ask them what’s wrong with it – everyone will have an answer. Oh yes, everyone will have an answer.

But how cohesive are these answers? How accurate? How actionable?

Turns out, even if the panel consists of experts, opinions still aren’t worth the weight of solid research.

And on-page surveys can be crucial to deriving insights for conversion optimization.

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Qualitative Research

You spend most days analyzing and interpreting numbers, right? You’re constantly sifting through Google Analytics dashboards, Formisimo reports, Mixpanel data – the list is endless.

When you spend so much time focusing on the numbers, it’s easy to forget about the people generating those numbers. [Tweet It!]

That’s where qualitative conversion research comes into play. At least, that’s where it should come into play.

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How to Use Qualitative Research to Drive Conversions

When marketers think of using data to come up with test hypotheses, they typically think of digital analytics. Quantifiable data. But qualitative research can actually offer more insight than anything else for coming up with winning test hypotheses. When quantitative stuff tells you what, where and how much, then qualitative tells you ‘why’. The goal of qualitative research is to gather an in-depth understanding of user behavior, and the reasons for that behavior. Keep reading »