Qualitative research

Often an unused form of research – that has some of the deepest insights

Do you want to know how to increase conversions? Then you need to know how people interact with your site – what makes them frustrated and what helps them. This is how you find out through easy usability tests.


5. Win on mobile: How to do CRO - Qualitative research


  1. Give an assignment
    Assign a specific task to the user, depending on the type of site you have. For example, if you have a retail site ask the tester to find themselves the perfect winter coat. By asking them to find something they like activates their cognitive purchase process and makes the test more genuine.
  2. Honesty rules
    Let the tester know that you need them to think aloud and be honest regarding their thoughts and feelings. Tell them that they won't hurt your feelings – on the contrary, they're doing you a favor by letting you know.

  3. Record the session
    Make sure you ask the tester to record his or her screen so you can see how they navigate and make it possible for them to perform the test alone in their home. Screen recording is available in the control panel or using an app.

  4. 5 is the magic number
    Try to carry out at least 5 usability tests per month. Then watch the video recordings with your team.

  5. Summarize the findings
    Document what people liked and disliked about your mobile site, along with any ideas and problems to resolve.


Later on you can move on to more advanced techniques including eye tracking and with the help from an agency. But don’t let that hold you up for now, try to gather as many insights as possible by simply asking people you know and watch them use your site.


Qualitative research with five people



Set up test in Optimize

About Optimize

  • Easy to set up

  • Uses the full power of Google Analytics

  • Free version available – get started today


Was this helpful?
How can we improve it?
Clear search
Close search
Google apps
Main menu
Search Help Center