Do you make choices based on your gut, data-driven insights, or a combination of both?
Imagine this…
You see competitor X adding new elements to their website. Would you be interested in doing the same?
Or do you recognize this?
“I saw the other day that company X achieved a Z% increase in sales thanks to change Y. Should we do the same?”
But let’s be honest, how reliable are these conclusions really?
Let me let you in on a little secret: not very reliable.
Why, then? Because the evidence is low quality and contains too many potential biases.
Think about it: your product, target audience, pricing, brand, market position, user experience, and more, are all different.
Now that that’s clear, how can you make decisions based on data?
Step 1:
Find out who, where, what, and when. Start with quantitative research to find out which segment gets stuck where and when. If you don’t have an understanding of this data, start collecting it.
For example, if you have an online store, you may discover that 30% of people don’t reach the checkout page. That means 30 out of 100 people who want to buy get stuck here. That’s a shame!
Step 2:
Now it gets interesting. You know where the problem is, but now you need to understand why.
How do you do that? With qualitative research. Back to our example of the online store: step 1 would be to review recordings of users who abandon on this page.
Hopefully you can deduce from those recordings why these people don’t proceed with the purchase.
Don’t have a webshop but a physical store? Then engage with your customers and find out what is holding them back.
Step 3:
Only after you find out who, what, where, when, and why is it time to come up with solutions. Don’t do this the other way around.
Do you have a list of prioritized ideas? Fantastic, then you can move on to the next step.
Step 4:
In ideal circumstances, you won’t just rashly roll out your solution. So what is the right approach? Testing, preferably A/B or A/B/n testing.
Why? Because this is the most reliable way to verify that your intended solution actually has the desired effect.
Link: https://www.linkedin.com/posts/gustdebacker_cro-growth-marketing-activity-7104707839310323712-AT0Q
0 Comments