UX designer Shannon Kelly's take on using qualitative data along with quantitative data for your website.

1. How to use UX Research
to Enhance Your
Conversion Strategy
(My personal experiences)
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2. Heads up!
◎ Why isn't quantitative data enough?
◎ Instances where utilizing qualitative data can drive
strategy
◎ My real-world experiences of using qualitative data to
increase conversion rates.
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3. hello!
I AM
SHANNON
KELLY
Title: UI Designer II @ OverDrive
(but really, I do UX strategy &
CRO)
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4. “
What would you say you do here?
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5. Why isn’t quantitative
data enough?
And how is qualitative user research
useful?
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6. When I was a CRO specialist…
◎ Strategized and designed
based on quantitative data
◎ Heatmaps Google Analytics,
A/B Testing, even “best
practices”…
◎ So, what was I missing?
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The What, How, When,
Where…
Quantitative

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8. Let’s talk qualitative research…
◎ Qualitative data is data that
characterizes
◎ Observed and recorded;
generally non-numerical
◎ Interviews, conducting focus
groups, and similar methods.
◎ “Voice of the user”
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The Why
Qualitative

9. Qualitative
That sweet spot.
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Quantitative
The What, How, When,
Where…
The Why

10. Enough of the boring talk
SHOW ME THE EXAMPLES
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11. Example 1:
OverDrive title
details page (b2c)
◎ Huge catalog of books
◎ Lots of organic traffic
◎ A way to find and
connect to your local
library’s (or school)
digital collection
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12. The Problems:
◎ Too many call to
actions
◎ New users couldn’t
figure out how to read
the books
◎ Low book borrowing
conversion
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13. The Problems:
◎ Too many call to
actions
◎ New users couldn’t
figure out how to read
the books
◎ Low book borrowing
conversion
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14. The Problems:
◎ Too many call to
actions
◎ New users couldn’t
figure out how to read
the books
◎ Low book borrowing
conversion
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15. The Plan:
◎ Reduce to 1 main CTA
◎ Make it a clear CTA
◎ Explain how this works?
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Original Variant

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The Feedback:
“…why not put the
list of libraries on
the book details
page?”

18. Mind
blown
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19. The results?
◎ Nearly 28% increase in
overall conversion rates
◎ Over 18% increase in
books borrowed
◎ But still designing,
testing and improving.
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20. Example 2:
OverDrive’s
Resource Center
(B2B) – K-12 Section
◎ For our school, library and
business partners
◎ Downloadable marketing
materials, training
resources & book
recommendations
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21. The Problems:
◎ Each business unit’s
section looked alike
◎ Hard to find content;
needed better direction
◎ Boring landing page
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22. What we didn’t
know until we
tested with users…
◎ Certain “library” wording
used across the site
didn’t resonate with
teachers
◎ Specific content should
be prioritized
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Wireframe Design

24. The results?
◎ Unique events went up 56%!
◎ 84% increase in funneling
traffic to marketing materials
◎ 500% increase in funneling
traffic to collection
development
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26. Users can have good ideas
(Sometimes)
Good UX = CRO
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Problems inspire change
What users want

27. “
You don’t know what you don’t know
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28. End speech
QUESTIONS?
You can find me on
Linked in
@ in/shannonmkelly
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