A Guide to Conducting Qualitative Usability Studies Khalid Saleh & Ayat Shukairy, co-founders at Invesp, describe qualitative usability research and how to go about it 47SHARESLinkedinTwitterFacebookGoogle If you want to build a multimillion-dollar online business, then you must understand how visitors view your website and how they interact with it. Prior to making changes on your website and before starting any A/B or multivariate test, you need to conduct qualitative and quantitative researches. The data you collect from both types of research help you assess your site for potential problems, areas of weakness, as well as areas of strength. Over ... Read More

Impulsive personas are the apple of the eye of marketers and business owners. The credit-card-in-hand shoppers get undivided attention in copy, design, and layout of websites, landing pages, and ads, as well as in brick-and-mortar displays and services. So much is carefully crafted to address impulsive buying: scarcity and emergency elements, benefits displayed in bullet points, big and bright CTAs, smooth and fast check-out processes. But who are the impulsive buyers shaking up online and offline commerce? Are they mostly married or single? Do they usually act impulsively while online shopping or in-store browsing? Do they really regret their purchases? …

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Your website hosts an astonishing number of factors that could make your users leave after just a couple of seconds. Fears, uncertainties and doubts, or simply FUDs, group a big portion of these factors. FUDs are certain elements that cause bad user experience and deflate user confidence. These elements raise doubts on your website visitors, as whether your product or service is the right choice for them. Ultimately, FUDs result in a complete loss of trust and/or abandonment of your site. As part of our Conversion Framework, FUDs are web-centric factors that you can address to increase the conversion rates …

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Trust is the cornerstone of long-distance relationships. Without the proximity of in-person purchases in brick-and-mortar stores, trust becomes vital in your connection to your online customers. Luckily, you can manage and convey trust on your site, as one of the dynamics of the Conversion Framework. Our Framework is built around the potential customer’s needs, interest, motivations, and objections. The need to feel secure and trust the product’s seller is fundamental for a visitor. Every visitor to your online or offline store comes to you with specific intimidations and fears. They do not want to be cheated, sold at, or ripped …

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Analytics is the king, but it is not enough. With analytics, you can track the behavior of your website visitors, but, in most of the cases, you can’t find out WHY and HOW users behave the way they do. Looking to delve deeper into the motives of your website visitors? Go to the source. Only your website visitors can tell you why they did not proceed to checkout, left your website or ignored sections of the page. This is where qualitative research comes into play. When done right, qualitative research can give you deep insights in actions and reasonings of …

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2016 was a bold year for Invesp. It was a year of amazing successes. But, also, of rough failures. I have always believed that you must be willing to embrace failure if you are looking to achieve big wins. While embracing failure applies to many things in life, it is  truer for anyone doing CRO. In 2016, we ran a total of 512 A/B tests through our various projects helping top online brands increase their website conversion rates. Most of our tests are medium to highly complex tests. Since we have been doing conversion optimization for over 11 years, we …

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If you have been doing CRO for some time, you know it is not an easy task to produce consistent increases in your (or your clients’) website conversion rates. There are months in which your A/B tests produce significant increases in conversion rates. Other months, you find not so great results. We struggled with this inconsistency 11 years ago, when we first started Invesp. We knew that we had to solve this problem if we were looking to build our conversion optimization practice. Our first attempt to solve this problem was by introducing the Conversion Framework. But the framework by …

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Conversion rate optimization is a science. This means you should be able to reproduce a process, step by step, through a time-tested system, to achieve the increase in conversions you aspire for your website. Sounds good, right? That is why we created the Conversion Framework. The goal of the Conversion Framework is to remove the guesswork from the conversion optimization process. It provides anyone interested in optimization with a specific methodology to produce consistent results. In the following chapters of this guide, you will discover the Conversion Framework and its different elements. This framework is the process we developed and deployed on hundreds of websites …

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