Quantitative or Qualitative ? That is the question ! LBi’s Client Afternoon 4 th February 2010
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Quantitative or Qualitative ?That is the question !
LBi’s Client Afternoon4th February 2010
A/B live test – guess the outcome
Understanding the key challenges
Business Value
Data Ecosystem
Quantitative measure performance
Condition for activating user
Gather Quali & Quanti data
Cloosing the loop
Test R
Contents
A/B live test – Guess the outcome
Understanding the Key Challenges
Understanding the Key Challenges
Your website is unique
Getting access to relevant data
Translate data into actionable information
Business Value
Business Value
Bye-bye speculation; test
Business Value
Minimize conversion“friction & anxiety”
Business Value
Increase returnon marketing investment (ROMI)
Business Value
We can be wrong,user’s actions decide optimal design
Business Value
Eliminate risk of new designreducing conversion
Data Ecosystem
Data Ecosystem
The What The Why
Act On Information
Optimization
Measurement tools
Quantitative Qualitative
Act On Information
GatherUser Behavior
GatherUser Experience
Data Ecosystem
The What The Why
Act On Information
Optimization
Measurement tools
Quantitative Qualitative
Act On Information
GatherUser Behavior
GatherUser Experience
Quantitative Measure Performance
Data Ecosystem
The What The Why
Act On Information
Optimization
Measurement tools
Quantitative Qualitative
Act On Information
GatherUser Behavior
GatherUser Experience
Conditions for activating users
Conditions For Activating Users
LikeabilitySociabilityPlayability
Usability
Functionality
Accessibility
Gather qualitative data
Gather qualitative data
Gather qualitative data
FOCUS
2 different kinds of approach
Shotgun Laser
Gather qualitative data
Ideal use : Test different combination simultaneously when you want to emprove preformanceLimitation: Require sufficent traffic and conversion
Ideal use : Best Testing for two or more pagesLimitation: Require Analyst to infer insight « why »
Ideal use : For Monitoring & reporting traffic and conversion ratesLimitation: Measurement, no optimization
Analytics
A/B split testing
Multivariate testing
Gather qualitative data
Ideal use : identify usability issues, expectations, likeability, perception, know why there are gaps in the funnel
Limitation: no data conversion, less figures
Ideal use : inspiration, navigating on page levelLimitation: no data on: sequence of pages, xperience, ease of use
Ideal use : inside on who, what income, education, profession, use Limitation: no data for: likeability, ease of use, the why of drop out
page
Online questionnaires
Online mouse tracking
User testing
London, 11 April 2023 | | 24
TEST
LEARN
REPEAT
Act oncombined insight
Know your audienceexpectations
Know what you want !
Measure theSite & User Metrics
Prioritize efforts[based on ROI]
A/B Testing
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A/B Test
Guess The Outcome !
Laurence VandelanotteStrategy and Planning Director
Direct: +32 (0) 2 730 83 84Mobile: +32 (0)473 41 20 80
LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium
Contact Us
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