What makes us so good at finding revenue? These data-driven design tools.
Qualitative vs. Behavioral Data Sources
Qualitative data (or “attitudinal” data) is collected by asking people about their preferences, motivations and attitudes. It is the dreaded “self-reported” data that is very unreliable.
However it is great for understanding what words people use, how they think about your product or service and what they expect from your communications.
Surveys, focus groups, taste tests, and assessments typically deliver qualitative data.
Behavioral data is collected by watching prospects and buyers as they try to solve a problem they have. Participants don’t know they are being measured, so they act more naturally. This data is more reliable for predicting future behaviors.
Analytics, heatmap reports, eye-tracking studies and online A/B tests are examples of behavioral data.
The Kinds of Hypotheses You Should Collect Data For
Positioning and Messaging
If you believe you should reposition an offer, or if there are some key points you feel you should make, you are developing hypotheses that address Positioning and Messaging.
Your copywriter will use more attitudinal data tools to help you refine your positioning and messages. This may include asking about tag lines, headlines, copy content and copy length.
Visuals are a powerful way to convey your positioning and value proposition. You will want to engage user testing tools to identify the right images and videos to use on your website and your campaigns.
Once you nave a strong position, messaging and visual position, you will develop ideas that address the presentation of these elements on the page. To grade the layout of a web page or campaign element, user testing and eye-tracking studies are very helpful.
Hypotheses that address how visitors interact with your website or campaign can be graded by presenting prototypes to several individuals and seeing how they complete specific tasks. Interactive user testing offers a very complete source of data for this.
Launch and Improve
The best data you can collect comes at launch. It is also the most expensive data to collect because you must “spend” real traffic on it. However, this is true behavioral data.
Hypotheses generated after launch can be in any of the above categories.
The highest converting websites use iterative testing to steadily improve their sales performance.