When it comes to understanding user behavior and making data-driven decisions, there are two main types of data to consider: qualitative and quantitative.
Quantitative data is numerical and can be easily measured and analyzed using statistics. Examples of quantitative data include website traffic, conversion rates, and survey responses. This data is useful for identifying patterns and trends and can be used to make decisions about things like which pages on a website are most popular or which marketing campaigns are most effective.
Qualitative data, on the other hand, is descriptive and cannot be easily measured using numbers. Examples of qualitative data include user interviews, focus groups, and customer feedback. This data is useful for understanding the reasons behind the patterns and trends identified by quantitative data, and can be used to make decisions about things like how to improve the user experience on a website or how to develop more effective marketing campaigns.
When it comes to CRO (Conversion Rate Optimization), both qualitative and quantitative data can be used to improve the performance/conversion of a website.
One way to use qualitative data in CRO is to conduct user research. This can involve things like user testing and surveys to understand why users are or aren't converting. This information can then be used to inform design and development decisions, such as redesigning the checkout process or making it easier for users to find the information they need. At Sticky Digital, we like to add surveys into some of our post purchase flows, and collect first party data.
Quantitative data can also be used to inform CRO decisions. For example, by analyzing website traffic data, you can identify which pages have the highest bounce rates or the lowest conversion rates. This information can then be used to make decisions about things like optimizing the layout of a page or improving the copy on a button.
Another way to use quantitative data in CRO is through A/B testing. This is a method of comparing two versions of a webpage (or email) to see which one performs better. By comparing the performance of the two versions, you can make data-driven decisions about which design elements or features are most effective and speak to your audience.
Overall, both qualitative and quantitative data can play an important role in CRO by providing insights into user behavior and helping to inform design and development decisions. By using a combination of both types of data, you can make more informed decisions and improve the performance of your website.