As said in day 2, Doing qualitative research is important to any conversion optimization technique; it is so important that we devoted an entire day to discuss it.
Oftentimes, marketers rely on metrics and are obsessed with them without actually understanding what these numbers really mean. Qualitative research is very crucial in every marketing campaign and if you have never done qualitative research before then it is never too late to learn and apply it as a part of your conversion strategy.
Qualitative Research Explained
Qualitative research is the practice of exploring a certain subject matter (and in the case of market research: the market or target market) that researchers and marketers use is they are unsure of what to expect. Most researchers start with a completely blank slate. Usually researchers may not have a thorough understanding of the problem or the topic and this is where qualitative research works.
It can help define the problem and therefore your strategy is to find connecting ideas and concepts to become fully aware of what the problem is. Qualitative research is data collection which is far from collecting statistical data and figures. The most common methods employed in qualitative research are interviews, using focus groups, observing the market and ethnographic participation. Usually methods in data gathering are semi-structured and casual.
Starting Qualitative Research: Using Existing Data
Starting qualitative research could be a challenge but one way to kick start the process is to use conversion optimization tools and existing data. If you use LiveChat or other customer interaction program then you may use transcripts from this tool and if you use customer service tools then you may use customer service records to start.
These three tools are readily accessible to you:
1. Transcripts from your LiveChat service
2. Records from your customer service tools
3. Your knowledge centre FAQs These readily available data will be gathered through observation or listening to the customer in a natural uninterrupted setting.
You will sift through records and watch out for noticeable patterns of activity in your customers. Specify what are your customers’ common complaints, what they value, what they look for and what makes them interested. Pick out at least 2 to 3 questions that impact your business the most. Afterwards, you may research on these elements that pose as a challenge to your conversion.
Run Interviews with your Customers
To get to know your customers better, and to focus on the elements that impact your conversion, a 1 on 1 interview may be used. The key is to use casual conversations with research-driven question and answer strategies. When to conduct interviews? Every possible chance that you get to interact to your customers. Do not expect your customer service team to handle this for you; listen to calls or better yet handle some of the calls yourself.
You may create a script so you can focus on the questions that you want to ask but at the same time you want an open-ended casual conversation. Here are some tips for a successful interview: Keep the dialogue casual. Integrate your interview questions in your dialogue. Don’t make it look like you are getting information since this will only make your customer uncomfortable. You may find yourself struggling in finding the right questions to ask. Simply take clues in the concepts that you want to know like the following:
– What hinders your customers from converting?
– What are the potential points that affect your customers during the conversion process?
– What are your company’s core values?
– What are the possible things that your company could do better?
– What could influence your customers from referring your company to his friends?
– What could make your customers do business with you again?
Get External Opinions
First impressions last and in an interview it is very important that you provide a positive and caring impression to your customers. Do not be contented with surveying existing customers; get out of your comfort zone and interview people that are using other brands or those that have nothing to do with your brand at all.
If you do not have a lot of time to spare (remember that we only allotted a day for this exercise) it may not be feasible to come up with a focus group or market research study. The ideal solution would be to do use the following online strategies:
UserTesting – this quantitative data gathering process may be done under an hour with results posted and efficiently tabulated. You may be able to set this up in your website and the program will collect answers, record responses and even create a report for you. You simply need to select your participants according to demographic data, geographic information and their experience level in using the web.
Clarity.fm – Using expert opinion online; you may use a platform that connects advice seekers with experts on the subject matter that they are asking about. One such matchmaking site is Clarity.fm where users can get expert opinions from industry and niche leaders and where you may also harvest information that will define your customer base. Clarity is more challenging to use than UserTesting. You may even set up calls on the program with an affordable by-the-minute calling features.
If you are unable to use Clarity.fm or UserTesting, you may otherwise contact your friends and family online or through social media for answers. Compensate them for their time by offering a gift card. Qualitative research is an important part of every conversion optimization strategy and therefore should be planned beforehand and taken very seriously.
Perfect, well another day is over.