How to Use Qualitative Insight for Conversion Marketing

Written by Alex Harris

Understanding qualitative data helps you figure out what’s going on in your potential customer’s mind and define the problems that they may have, as well as the keywords they may be looking for. It also helps you answer all the questions that they’re most likely going to have before they arrive at your site. When you are able to do these, you will be able to speak to them in a language that they actually know – the language that they use – when they arrive at your ecommerce site, landing page, or product page.

Importance of understanding qualitative data

Qualitative data also helps you figure out what stops people from converting. Once you are aware of these factors, you are then able to address them to help increase your conversions.

When working with clients, I ask them what they think their competitors are doing. Comparing yourself directly with whomever you think your top competitors are helps narrow your reach and help you define and refine your strategy with pay per click, Adwords, and different search results to figure out where other people are selling products similar to yours so you can position your products and services where people are searching for them. Keep in mind that when people search, they are most likely not seeking for specific products – they are seeking solutions for problems they have. That is what you need to be. Understanding qualitative data helps build your customer profile and define the personas visiting your site. It then enables you to directly target your ideal customers.

The importance of keywords and tools

Sometimes, it isn’t enough to know your competitors – you also want insight on their keywords, both what they are typing into search, as well as those that actually drive the most profit to your site. You need to understand their intent, and what specific keywords are driving the most conversions and most leads.

Understanding qualitative data can be daunting, but the good news is that you can use many different tools to figure out what is going on in your potential customer’s mind.

User Testing. It helps us figure out what potential keywords are driving the most visitors and conversions in our site, then we watch people with user testing go through Google and Bing searching for those queries. What are the brands are they going to click on? What is their user experience going to be? How do they actually eventually find your site? That way you can really figure out how to connect the dots to get more people actually to your site.

You also want to use user testing to go through all your competitors. Define who you think your main competitors are, and then watch them go through your competitor sites. This will help you tell what they like about other people’s sites as well. Then you want to watch people also go through your own site, the whole entire thing. From search, where do you land in your funnel? You want to know where they land in your homepage, what they click on in your homepage, and have them speak the language of what they’re looking for along the way.

This will help you define your personas even tighter and you’ll be able to now speak to the individuals with marketing messages to help solve the problems that they’re looking for.

Survey Monkey. Use Survey Monkey to send out surveys to people who are not on your e-mail list. Its purpose is twofold – you get to collect emails while getting insight on your customers. It is recommended that you ask open-ended questions so people could tell you more about what they could be potentially looking for.

ClickTale. ClickTale allows you to watch your visitors’ bounce movements. It helps you understand exactly what people are browsing on your site and their mouse movements as they are about to leave your site.

Qualaroo.  This tool allows you to have a pop-up survey if they’re making a certain action towards the back button, asking them what their intent is and why they may not be buying. You can also have a pop-up survey after they do make a purchase.  The pop-up can say something like “What made you pull the trigger?”   As people go through your funnel if they’re making a certain action towards the back button you can then pop-up a survey and ask them what their intent is, why they may not be buying then actually after they do purchase you can use Qualaroo to pop up the survey and say, “What made you pull the trigger? What made you actually convert?” That way, you understand why people are not taking the action you want then why people are taking the action you want.

I also highly recommend having a pop-up survey after people get signed up for your e-mail list on the thank you page, after the confirmation. There’s no better time to really engage with your actual customers than after they sign up on your page or purchase.

Mailchimp/ Aweber.  These email service tools help manage your email list and are effective in sending out and designing newsletters to help engage your customers better.  As people get on to my e-mail list, I go through and take a look at the domain names or the e-mail addresses or where they came from. This helps really define that customer profile a lot better. You can send them surveys to figure out why they are engaging with you and why they signed up for your email list in the first place. Afterwards, you can start sending them newsletters to help promote your products and services, and let them know how it can make their lives better.

Inspectlet. Inspectlet is another free tool that allows you to watch users’ mouse as it goes through the site.

Session cam. Session cam allows you to watch people and how they go through your site through videos. This tool is very similar to user testing.

Crazy Egg. Crazy Egg is a tool that lets you see how far your site visitors are scrolling down each of your pages and what they are clicking on. This helps you figure out exactly where to test and is also a great way to understand what customer’s intent is.

Reaching out

Now once you have an ideal customer profile one of the key tips here is to reach out to as many customers or people who didn’t convert as possible. This effort can be done either through your newsletter or by e-mailing people directly. Contact as many people as possible and get them on the phone. Talk to all of your direct avatars, your ideal customers. Understand exactly why they converted or why they didn’t convert. The more people you talk to, the more you will be able to understand exactly what problems they have, what they were looking for, and how you can help serve them better in the future. The more research you do the better. Keep in mind that this is so much more important than spending more money on advertising.

This step is crucial because if you’re only making guesses and assumptions then you’re not doing it right. Merely guessing hinders you from anticipating opportunities. Building an accurate customer profile requires data and a scientific method of retrieving that data.

Case study

All of this qualitative data comes into play with predictive analysis. Now you can almost tell how your advertising campaigns are going to work if you’re able to connect the dots properly. You have your personas, you have your customer profile, now you define your target audience and your avatar, so you know exactly what the landing page is going to solve for them.

For instance, for a long time I worked at a diet and fitness company, a SaaS company or a membership site, essentially. A lot of people were searching on how to lose weight by a certain event. Let’s say a mother is about to lose weight for her son’s wedding. She would go into Google and type, “Lose 10 pounds in 5 weeks,” or, “Lose 10 pounds by November.”

The goal that they have is based on the problem, and then there are specific events that are triggering them to actually interact with your site. What you can do is to create specific landing pages that would help them solve those problems. In this case we would create landing pages specifically about losing weight for weddings or how fast can you lose weight by that certain date, because that urgency is what really creates the demand.

That strategy really helped us build up leads and build our e-mail list up while serving the people a lot better. As they went through our funnel we would then collect data of their BMI in this case, how much weight they want to lose and in return, we would recommend the right diet for them.

We created an interactive experience to bring people in based on the problems that they have, gave them a direct solution to those problems then in the end we collect leads then hopefully anticipate or promote opportunities and eventually, persuade them to convert and sign-up for our membership site.

This helped us dramatically increase our e-mail list and subscriber list up to over a million subscribers over a few years that we were doing this. Not only can you do this for SaaS companies, but you also can do this for e-commerce companies.

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