Quantitative Or Qualitative

Quantitative or Qualitative ?
That is the question !
LBi’s Client Afternoon4th February 2010

Contents
A/B live test – guess the outcome
Understanding the key challenges
Business Value
Data Ecosystem
Quantitative measure performance
Condition for activating user
GatherQuali & Quanti data
Cloosing the loop
Test R

A/B live test – Guess the outcome

Understanding the Key Challenges

Understanding the Key Challenges
Yourwebsiteis 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 return
on marketing investment (ROMI)

Business Value
We can be wrong,
user’s actions decide optimal design

Business Value
Eliminate risk of new design
reducing conversion

Data Ecosystem

Data Ecosystem
The What
The Why
Optimization
Act On
Information
Act On
Information
Quantitative
Qualitative
Gather
User Behavior
Gather
User Experience
Measurementtools

Quantitative Measure Performance

Data Ecosystem
The What
The Why
Optimization
Act On
Information
Act On
Information
Quantitative
Qualitative
Gather
User Behavior
Gather
User Experience
Measurementtools

Conditions for activatingusers

Conditions For Activating Users
Accessibility
Functionality
Usability
Likeability
Sociability
Playability

Gather qualitative data

FOCUS
2 different kinds of approach
Shotgun
Laser

Analytics
Ideal use : For Monitoring & reportingtraffic and conversion rates
Limitation: Measurement, no optimization
A/B split testing
Ideal use : Best Testing for two or more pages
Limitation: RequireAnalyst to infer insight « why »
Multivariatetesting
Ideal use : Test differentcombinationsimultaneouslywhenyou
want to emprovepreformance
Limitation: Requiresufficenttraffic and conversion

Online questionnaires
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 mouse tracking
Ideal use : inspiration, navigating on page level
Limitation: no data on: sequence of pages, xperience, ease of use
User testing
Ideal use : identify usability issues, expectations, likeability, perception, know why there are gaps in the funnel
Limitation: no data conversion, less figures

REPEAT
TEST
Know what
youwant !
Act on
combined insight
Prioritize efforts
[based on ROI]
Know your
audience
expectations
Measure the
Site & User Metrics
LEARN
London, 8 February, 2010 | | 24

A/B Testing

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A/B Test
Guess The Outcome !

Contact Us
Laurence VandelanotteStrategy and Planning Director
Laurence.Vandelanotte@lbigroup.be
Direct: +32 (0) 2 730 83 84
Mobile: +32 (0)473 41 20 80
LBi BelgiumVorstlaan 191 Bd du SouverainB-1160 BrusselsBelgium

Quantitative Or Qualitative

by LBi Belgium

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