0:05
Qualitative data will let us see what customers are doing in our stores, how they buy, and it might even be able to help us better understand why they buy. To do this, we need to start collecting feedback from our customers and watch them use and navigate through our store. This is the part of the expression phase, where store owners can get inside the minds of the customers. There are several tools that can help us do this in our [INAUDIBLE] store.
0:29
There are heat maps such as crazyegg, surveys and polls such as Survey Monkey and Qualaroo, live chats such as Olark and Intercom, session recording tools such as user testing, and tools that offer some or all of the above, such as Lucky Orange Hotjar, and VWO. Ultimately, what tools you use depends on what you're trying to learn about your customers and what you're trying to optimize for.
0:52
If you're getting a lot of abandoned carts, you might want to watch users navigate through your store using a heat map and session recording tool. If you want to increase conversions, a survey and live chat might better help you understand what's keeping customers from purchasing. All of this research will make up the bulk of time and energy in the exploration phase before we move on to forming a hypothesis based on the data we receive, and eventually, implementing a test.
1:19
This might be the most important thing you can do to really begin to understand the needs and habits of your customers, get into their mind, and begin to tailor your store's experience and even marketing message to what they actually want. Remember that as a business owner, you are very close to your business and might not see things that your customers do. You also might not perceive things in your store in the same way that your customers do.
1:43
We should also set goals for our research. What are some things you'd like to learn about your customer? What are the problem areas or parts of your funnel you'd like to improve? Once we know that, we can determine which tools we should use, and where we should use them. As soon as if a sample size large enough, you can begin to look through the answers and responses to polls, look through the recordings of customers navigating through your store, look through heat maps across several pages in your funnel, and begin to see patterns.
2:09
This is the information you will use to better position a product form a better unique value proposition, design a page better for a certain experience, and improve the copywriting on your website. Now that I've determined that the yoga wheel product page is where I'll be doing most of my testing, and I've answered several important what questions, it's time to see exactly what customers are doing before making a purchase decision.
2:33
I will be using Lucky Orange since it offers polls session recordings and heat maps. I'll also be using user testing to watch video and audio recordings of a customer's first impressions. You can use anything that helps you research your customers and collect qualitative data. For the purposes of this example, I'm going to focus on those two tools. As mentioned earlier, we need goals for our research. For my store, I might want to see what might be causing a higher than average bounce rate, why many customers leave after adding a product to their cart, and how customers navigate through my store on their mobile devices.
3:06
This data will help me perform tests that may lower my bounce rate on my product page, get more customers to check out after they add a product to their cart, and see where I can improve the user experience and conversions for customers on a mobile device. To see what might be causing a high bounce rate, I'll write a survey to the yoga wheel product page, as well as get video and audio recordings of first impressions from users on user testing. With the survey, I need to be careful not to ask leading questions or include words that might skew the data, such as complaint.
3:35
I'll also keep it simple. I might ask one poll question for a week and rotate the question out for another once I receive enough data. For customers that buy the yoga wheel, I might ask questions like how easy was it to find what you wanted. For customers landing on the product page from Facebook, I might ask questions like would you say our site is very attractive, attractive average, not very attractive, not attractive at all. Or please tell us why you visited our site today.
3:59
Please check all that apply. With user testing, it's important that I screen testers and ask only for testers on mobile devices. I also want to ensure that testers are similar to my customers. My first target audience are women between the ages of 25 to 45 who are very interested in yoga and fitness. Ideally, my testers fall within that demographic so that their feedback and impressions are relevant to who I'm trying to reach.
4:23
To see what might cause customers to drop off after adding a product to their cart, I'll record sessions using Lucky Orange, add a heat map, and add live chat to the cart page. Recording sessions using Lucky Orange will allow me to watch a recording of what every customer that lands on this product page does before adding to cart. I would specifically only watch the recording of sessions that added to cart.
4:45
I could then compare the recordings I watch of the customers that purchase to the recordings I watch of customers that don't. Finally, since Lucky Orange and user testing will show me recordings of customers and testers navigating through my store on a mobile device, I would pay attention to where a page gets clunky, where things can get removed, and where their experience on mobile is simply unpleasant overall. Now that we know how to use quantitative and qualitative data and how to research our customers, we're going to talk about average order value in the next lesson, and a few ways we can get our customers to buy more.
