Use quantitative and qualitative UX testing to boost conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 29, 2021, 8:25 AM GMT+0

Quantitative tests require precise measurement instruments, and insights derived from mathematical analysis to test and compare different UX designs.

Implementing qualitative and quantitative testing for user experience (UX) will help brands generate data analysis reports and gather actionable insights on product designs. Quantitative testing can help brands analyse an existing product's capabilities, usability, compare it with competitors, calculate ROI, and more.

Leverage quantitative testing methods like analytics, multivariate or A/B testing, system usability scale survey, net promoter score, to assess UX for existing designs, sites, and apps. To test a UX qualitatively, conduct directed Q&As and non-directed general interviews.

Ethnographic research, wherein a product’s usability is tested in real-world settings and heat-mapping tools can also help brands qualitatively test UX. Combine quantitative and qualitative tests to drive website traffic, improve search ranking on Google SERP, get leads, and boost on-site conversions.

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