From the course: Marketing: Conversion Rate Optimization

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Performing qualitative research

Performing qualitative research

From the course: Marketing: Conversion Rate Optimization

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Performing qualitative research

- [Instructor] Most companies are pretty good at quantitative research. They know their monthly traffic numbers, They know their conversion rates, but I'm amazed at how most marketing teams ignore qualitative analysis. While quantitative tells you what visitors are doing on your website, the qualitative data tells you why visitors are doing those actions. To understand how customers are behaving and engaging on your website, you can dig into visual research methods with a tool like Hotjar. Heat maps can show you where people are the most interested in a page, and areas where they are mistakenly clicking where they shouldn't. Scroll maps can show you how far visitors scroll down a page before abandoning. Most clients are surprised at how much content visitors don't even see. Session recordings are video clips of actual visitors navigating through your site, showing exactly how they engage with your platform. These…

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