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Module 3-- qualitative research. You're probably still a little overwhelmed by the amount of data that you have collected. But you need to find out what your customers are saying directly from them. We can see what they're doing using analytics, and some idea of why they're doing it, but the best way to find out why is to ask them. In this module, you'll learn how to set up a qualitative survey and learn how to get your customers talking. In this module, we'll ask your customers 10 questions and use the data to confirm or refute what we're seeing from analytics.
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There are a few different types of research you can do, but for our purpose we'll focus on two that will give you the most data from your customers. Individual interviews-- ask your customers a prepared set of questions about what motivates them to purchase from you. Question 1, what frustrates you about buying shoes online? Question 2, if our store could give you anything about what you want, what would that be?
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Question 3, have you bought this type of product before? Question 4, what motivated you to buy it? Question 5, what made you buy from us? Did you have any hesitations? Question 6, what can we improve for next time? The other thing you can do is online focus groups. You'll probably have more questions, but the six listed above should be repeated so that you're getting a complete data set. You can use social media to set up online groups and then moderate the responses that come in throughout the conversation.
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Offer something in return for their participation, either a discount on a future purchase or even something like a Visa gift card. Once you have your responses, you will want to prepare some key points to analyze the data. Question 1, what are the common concerns among respondents? Question 2, what are the most common words that our respondents used? Create a word cloud using your notes and a word cloud generator to easily review the most prominent words.
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Question 3, what language do your customers use to describe your product, your industry, and your store. Are you using their language on your website? Question 4, overcoming objections-- what were the common objections and hesitations that customers reported? Weed out the friction points. Question 5, can objections be overcome by design, image, and content? Overcoming price objections?
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Adding more information to the site? Adding more features to the site? Your answers should align closely with what you saw in the quantitative data from module 1 and 2. For example, if mobile traffic does not convert as well as desktop, there could be one of five reasons. One, once mobile users have added to cart, they convert at a similar rate to desktop users. The issue is before the add to cart.
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Why are mobile users not adding to cart? Two, mobile users bounce off the homepage. We saw this in Shopify and Google Analytics. Three, mobile users cannot find the information they need to locate the product. Four, the site is not mobile optimized-- only mobile responsive, and this makes the page very long. Five, our survey showed that not being able to find the product quickly was a source of friction for mobile users.
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This is just one example of how you can simply look at one source of analytics. You need to take your findings from one, and see how the others might be able to help you answer the questions.
