Qualitative data is deemed more difficult to obtain and therefore not used anywhere near as much as quantitative analysis, however it can be invaluable. It’s all about connecting with the people you ultimately want to deal with from a sales and ongoing customer relationship perspective, and finding out what motivates and obstructs them. These are some of the many tools we use to gather qualitative data:
Actions speak louder than words. User Testing is a great tool through which a panel of selected individuals use your website and complete a determined list of tasks, resulting in recorded feedback. If people need to take five clicks to get to something that you know is critically important, you can tackle that issue in your website’s structure.
Typeform allows you to create appealing online enquiry forms that can be used in a multitude of ways. When used in the right way, this tool provides invaluable insights into your website visitors and the way your website might be failing them. There may be something you thought was very obvious on the website, only to discover that potentially high quality leads are asking that question in a live chat or in user surveys.
Hotjar helps you to pinpoint the details of your user experience through the use of heat maps that show mouse movements and how far down the page people are scrolling. You may find you have long pages that look great, only to discover that only 5% of the people look below the fold. Hotjar shows you where you need to put those highly important messages and calls to action.
Probably the most important way to gather insights is to follow the journey of the visitors yourself. Open up a fresh browser and perform searches that you think are right for your business, then follow the paid ads, the organic results and look at what potential leads are seeing that could motivate or put them off, and adjust to suit. Go through the same process on your competitors websites to get a feel for how the user experience will vary.
If you would like to learn more about assessing lead quality, you can download a complimentary copy of our recent eBook titled “11 Ways To Approach Digital Marketing When Not All Your Leads Are Equal”.
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