Jill is in the process of conducting conversion rate optimization (CRO) for their business, Stovesy. Jill understands that the first step in the CRO process is to identify opportunities on Stovesy's site and app. Carrying out quantitative and qualitative research achieves this outcome. Which of the following insights are part of quantitative research when it comes to CRO?

Analysis of Correct Answer(s)

• Data insights is the correct choice because quantitative research in Conversion Rate Optimization (CRO) focuses on numerical, measurable data to understand user behavior at scale. It answers questions like "what," "where," and "how many."
  • This involves analyzing web analytics platforms (like Google Analytics) to uncover objective, statistical information.
  • Examples include tracking conversion rates, identifying high drop-off points in a funnel, analyzing bounce rates on key pages, and segmenting users by behavior. These numbers provide the evidence needed to identify specific areas for improvement.

Analysis of Incorrect Options

• User insights: This term is more commonly associated with qualitative research, which aims to understand the "why" behind user actions. Methods like interviews, surveys, and usability tests are used to gather subjective feedback on user motivations and pain points, not just raw numbers.
• Brand insights: This relates to how customers perceive a brand's identity and value. While it can involve quantitative measures, it's a broader marketing concept and not the primary focus when analyzing on-site user behavior for CRO.
• Competitive insights: This involves analyzing the strategies and performance of competitors. While useful for strategy, it is an external analysis, whereas the initial step of CRO focuses on quantitative and qualitative research of your own site and users.