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Conversion Research Review

CXL Institute recommends using the Research XL model that consists of a six-step framework:

The initial step of conversion research is Heuristic Analysis, which involves using experience-based techniques for problem-solving, learning, and discovery.

When evaluating a website, it is important to make sure the process is structured and intentional. Although there is no best process or methodology, established frameworks can serve as a starting point for refining your own.

Peep Laja, a founder of CXL Institute, recommends four features to assess when auditing a website for experience:

The next step in the conversion research process is technical analysis, including speed analysis, cross-browser, and cross-device testing.

Speed analysis

It’s critical to test your site speed for both desktop and mobile devices, as this is often the most significant bottleneck on a website’s load time performance.

Cross-browser testing

It’s imperative to test your website with different browsers, as some might not render the site correctly. This includes testing your site with different versions of the browser across multiple operating systems.

Cross-device testing

Ideally, you should test on a variety of devices to see how it looks and performs in as many environments as possible. The most popular device types are laptops & desktops (Mac or PC), mobile phones, tablets such as iPad and Android, and TVs.

It is important to make sure that the website works with every major browser. Technical Analysis also involves identifying functional problems on a website, like broken links or missing images. If the user experience isn’t great or there are technical issues, conversion rates will suffer. Therefore, it is crucial to conduct thorough walkthroughs of the site on various devices and browsers, observe the structure of the site, and fill out a detailed form or purchase an item from a store to identify any functional issues.

One of the first things to do after getting access to your Google Analytics account is a health check. It’s vital for any analytics or CRO work, and it provides valuable insights into your website’s performance.

Monitoring health checks include a series of analytics and instrumentation checks that answer the following questions:

It is beneficial to analyze funnels, goals flows, key audience insights and content reports when performing Digital Analytics research.

Funnels

Funnels are an excellent way of assessing the user experience on a website. Funnel reports help you identify where users may be struggling to complete a task, especially when it comes to your conversion process.

The funnel report in Google Analytics is designed around the following assumptions:

Users enter at the top and exit one step later; every page bounce is considered a failed conversion.

An exit is an indicator of where you should be concentrating your efforts as it indicates user frustration in the back-end process and leads to higher bounce rates.

Goals Flow

Goals Flow is a Google Analytics feature that allows you to visualize the steps your user takes in order to complete their conversion goal. The Goals Flow report gives you an overview of what people are doing on each page and where they drop off along the way.

Key Audience Insights

Google Analytics provides detailed data on demographics, geographic location, and interests of your website’s visitors. You can then use the information to create targeted landing pages for specific audiences based on this demographic or geographical information.

Content Reports

Google Analytics content reports will give you an overview of how people interact with different content types on your site: pages, videos, images, ads, and more.

Qualitative Research is a type of analysis that helps provide insight beyond what quantitative data can tell us. This type of research provides valuable information about what people think or feel based on their experiences. Qualitative analysis uses textual, visual or auditory information to better understand the motivations and preferences, attitudes, opinions, and beliefs behind decision making. This step includes conducting surveys, talking to customer support, analyzing web & exit surveys, and live chat transcripts.

Surveys

Surveys are a great way to collect feedback from your customers. Your survey will have a better chance of being completed if it is designed well. The questions should be clear and concise, as well as open-ended to encourage feedback. The feedback collected from surveys should then be analyzed for patterns or any other information that can help improve conversion rates.

Customer support

Talking with your customer support team is a great way to get qualitative data. To get the most accurate data, talk with your customer service team members and ask them about their experience.

Web & Exit Surveys

Exit surveys are a type of survey that is collected at the end of a user’s experience on your website. The exit survey provides feedback about why they left and what changes you might need to implement in order to improve their customer experience. For an exit survey, you can use technology like Hotjar or Google Analytics surveys. You should place these surveys on each page of your website before people leave so that they have a chance to answer any questions.

Live Chat Transcripts

Look at the transcripts from your live chat sessions and see what people are asking about on your website. You can also look at how they answered each question to help understand their motivations, preferences, attitudes, opinions or beliefs behind decision-making. This is a great way to get qualitative data because it’s immediate and up-to-date.

User testing involves recruiting people who represent your actual target audience and have them interact with your website. This process helps you identify any usability issues on the site and provides insights into how to improve a user’s experience.

There are three ways to run usability tests:

Over the shoulder testing

The tester is given a task and one person watches the tester performing it while giving feedback. This technique is used to identify any usability issues that exist on the site and provide insights into how for a user’s experience of it.

Unmoderated remote testing

The tester is given a task and then sent to the website, where they perform it without input from anyone else. This way, you can get unbiased feedback on how users are interacting with your site.

Moderated remote testing

For this type of testing, testers are asked questions as they go through tasks or problems that could come up. This process is more like traditional usability testing, but it’s done remotely so the tester doesn’t have to be in a lab with one person watching them.

Mouse tracking analysis is used to assess how users are navigating a website. This type of research aims to identify navigation and user interface design issues with the site; they can also be useful in identifying conversion problems. Mouse Tracking Analysis provides insights into why a visitor completes a certain task or navigates away from it. Most tools offer three options to view mouse data: attention heat maps, click maps, and scroll maps.

Attention heat maps

Attention heat maps show where the user’s mouse has been. This data can be used to identify hotspots and issues with a website design that might cause confusion, like navigation problems or too much information on one page.

Click Maps

A click map is an overlay of different colors representing clicks by users interacting with your site layout. If you see a cluster of red on one specific part, it might be worth looking at that area to identify any problems.

Scroll Maps

A scroll map is similar in nature to the attention heat maps, but instead of showing where the user’s mouse has been, it shows how many pixels they’ve scrolled down/up and across your site. This data can be used to identify hotspots and issues with a website design.

Conversion research is crucial to any optimization project. It equips you with powerful insights to improve user experience, learn about what motivates your target audience and how they interact with your website.

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