Posts Tagged ‘qualaroo’

Mar 08
2013

combine qualitative and quantitative dataA couple of weeks ago, I wrote a post about marrying qualitative and quantitative data, giving recommendations on how to conceptually combine both types of data for more useful insights. For the savvy marketers and the analysis ninjas out there, you want a tighter integration, and of course, more segmentation on the qualitative data. Visitors told you “No, I didn’t accomplish what I came to the site for” and “that pricing was too high”. Now, maybe you want to know…

  • …where these “No’s” and “Yes’s” are coming from
  • …what content they are consuming
  • …what campaigns are driving these segments so you optimize at the source

In this post, we’ll cover this – the insights you can get from a direct integration of Google Analytics and Qualaroo.

Google Analytics – Quantitative Data Tool of Choice

It’s no secret that Google Analytics is our web analytics platform of choice. It’s a “monster” when it comes to providing web usage stats. It’s the gold standard. And as far as pricing, the cost benefit is unbeatable – it’s free (and if you want more data and enterprise analytics consulting, Google Analytics Premium is there for you). When planned and implemented right, you can get a wealth of qualitative data on your website – what pages are visited, where they come from, what keyword they searched for, how long they stayed, who converted – etc etc etc.

Qualaroo – Non-Invasive Voice Of Customer Survey

As far as qualitative data, Qualaroo can be your best friend. As an internet surfer, I’m sure your feelings are consistent with the rest of the world – forms and surveys are kind of annoying. They’re long, tedious, and often a waste of time. What we like about Qualaroo is how non-invasive it is. A small question will pop up and a visitor has the option of quickly answering it, or quietly dismissing it. We feel this increases the likelihood of it being answered.
We also love its configuration flexibility. “Nudge” the question after 30 seconds. After a visitor has visited 2 pages. Publish the survey from a certain date, shut it off after a certain date. Display only on certain pages. Etc.
Note: to integrate Qualaroo data in Google Analytics, you need to sign up for Qualaroo’s enterprise edition.

Google Analytics and Qualaroo Integration

With the ability to integrate Qualaroo data into GA, you now have a very powerful surveying, measurement tool. You can see “what’s” happening on your site by looking at the Google Analytics metrics. Then, with Qualaroo integrated into Google Analytics, you get a deeper understanding about “why”. Google Analytics itself will tie the connections between your qualitative data and quantitative data, between your “what” and “why”.

ROI by Channel

Here’s a simple example. Your company sells a SaaS product targeting CMOs and Marketing Managers at medium and large companies. You have your paid search campaigns running on AdWords and Bing and you want to expand into new paid social ad campaigns. You have ads on the following social networks:

  • Facebook
  • Twitter
  • LinkedIn

Your landing page is converting, but it’s not converting like it should be, and you’re looking to really cut down your ad spend and optimize ROI. Your quantitative numbers tell you the following:

  • Your spend is about equal (budget was set by yourself).
  • There actually is a lot of traffic from Facebook and Twitter and LinkedIn.
  • However, it looks like you are getting very few conversions.
  • You wonder:
    • “Why is that?”
    • “Should you continue spending on these channels?
    • If you shut down these campaigns, what opportunity are you missing?”

Thus, we add the following survey:

Qualaroo Survey - Did you accomplish what you came for

Your goal is to understand what’s happening and why your visitors can’t find what they are looking for and thus not converting. With Qualaroo Enterprise version enabled, some cool Qualaroo event user interaction can be reported in GA (an event is fired based on user interaction with the survey). The image below shows the number of events when responders answer “No, we didn’t accomplish what we came here to do”. Here is what we see in GA (go to Content –> Events –> Top Events –> and then click on the Qualaroo Enterprise Event Category):

qualaroo google analytics events aggregate

Your first reaction is :( , so many people (and a high percentage of the total responses) can’t find what they are looking for, no wonder they are not converting. Time to dig deeper and segment.

As we know, once you have the event captured in GA, you can make it a goal or segment on it in whichever way you like. In our case, we want to understand where the No’s are coming from. Let’s take this specific event and segment the report by channel (apply secondary dimension to the Top Events Report) and voila! You have the channels responsible for driving the unengaged visitors.

Google Analytics Qualaroo exvent segment by Channel

In the snapshot above, you see LinkedIn is a potential culprit here. We love LinkedIn and we’d expect it to generate high value leads, what’s going on here? Our paid ad LinkedIn campaign appears to be bringing visitors who are not interested in the SaaS product. After verifying the statistical significance (and correlating the number of “no” events with the traffic volume from the respective source) and looking at some of the survey responses, so of the answers to tell us why you didn’t find what you came here for were very revealing, here is a sample of these answers, once you read them, you’ll know exactly why the campaign is not converting.

  •  ”I can’t find the technical product description”
  • “your product appears to be solid, but I am interested in customization features and API import/export capabilities”
  • “how technical does the system admin need to be, I can’t tell from the info provided”
  • “I am a system admin and I need to know your system up-time and technical support you provide, can’t find this information”

Most of the answers/comments were of a technical nature, and appears to come from IT folks and your LinkedIn ad campaign (including the landing page) is all designed around speaking to the CMOs!

These insights are very actionable. Two immediate actions are now taken to adjust our targeting options, and really optimize our ROI (by maybe putting our budget towards these better channels).

  1. Cost savings: Enhance the LinkedIn targeting to marketing managers
  2. New opportunities: create a new campaign/new landing page with information requested for the IT folks.

 

ROI by Keywords

Now, say you’re spending on Google AdWords. You really want to know if specific campaigns or keywords are driving the traffic and unengaged visitors.

Again, we take the specific event and segment the report by keyword (apply secondary dimension to the Top Events Report) and voila! You have the culprit keywords.

qualaroo google analytics events keywords

Is this super insightful or what?! (keywords blurred to keep our clients identity anonymous…)

Stop bidding on these keywords or direct traffic from these keywords to a lower price-point product and see your sales go up like you’ve never seen before!

Here you have it, if you feel like you are hitting a wall and not sure what to do to improve your conversion rate, go back to the basics and “listen to your customers”!

How have you used voice of customer tools to improve your site and campaign performance? Very interested to hear your stories.

Feb 13
2013

Marry Google Analytics and Voice of Customer“I…i…i…i… I’m soooo in love with you… whatever you waaaant to dooo… it’s alright with meeeee…!” – lyrics from the “Reverend of Soul” himself – Al Green.

It’s Valentine’s Day, love is in the air! So, we thought we’d shoot cupid’s arrow through this next post about data and measurement. Give it some “love”, so to speak.

If you’re heavy into Google Analytics, you might be “infatuated” with quantitative data - “views”, “visits”, “bounces”, etc. – and…ahem…”RAW” numbers. That’s only one “better half” though. That is, it’ll tell you “what” is happening on your site. However, what about the other half – “why”??? One way to answer that question is by “marrying” your quantitative analytics data with qualitative, “voice-of-customer” survey data.

“Why… why do people break up? Then turn around and make up… I just can’t seeeeeeee….”

Let’s take a statistic of love. Unfortunately, it looks like approximately 50% of marriages fail :(   [Cupid, what the hec are you shooting at?] The Reverend of Soul, Al Green stated in his immortal lyrics, that he could see “what” was happening, but for the life of him, just couldn’t see “why” people break up!!!

This Valentine’s Day, let’s pretend to try to solve this urgent matter of the heart. WHY is this happening?! Is the aforementioned statistic enough for you to take action? Doesn’t look like it.

Those of you who’ve been through a tough time in your relationship know it’s not black and white – there could be a plethora of reasons:

  • You might have grown apart
  • Stresses like money could have strained the relationship
  • Infidelity
  • Communication could be missing
  • Etc.

As any counselor would tell you, they wouldn’t just diagnose “what” is going on in a couple’s troubled relationship, then right away present solutions. In order to solve the issues, they would go into several deep counseling sessions so they can get to the nitty gritty of “why” this is happening.

Similarly, diagnosing “what” the issues are with your website is only part of the process. Voice-Of-Customer qualitative surveys could potentially give you insight into “why”, insight that may not be readily apparent from quantitative data.

“Let’s Stay Together” – Putting Voice-Of-Customer Together with Quantitative Data

You have several ad campaigns leading visitors to a landing page asking them to register for your event. As the example figure below indicates, your analytics may be telling you that your landing page is getting all the traffic you’re paying for, from Facebook/Google Adwords campaigns, etc. You’re spending good money, and your micro conversion, say an agenda for your event, is getting all the downloads you want. But according to your data, the bounce rate is really high and no one is registering for your conference. Why?!

campaign metrics googel analytics

We recently ran into a similar situation with a project our consultants were assessing, and tried to figure out the issue:

  • Was there not enough sales information? We listed all the bullet points…
  • Did clients not trust the organization/service? We listed impressive certifications and testimonials…
  • Was the registration call-to-action button not clear enough? It’s big and yellow, and it looks like people are clicking on it according to our data…Just not completing registration

At this point, even if you had all the unsampled data in the world from Google Analytics Premium, you’d still be stuck. There’s always an option of implementing A/B testing, but that would take time and coding. Plus, what do you start testing? You can make educated guesses, but you’re pretty much taking shots in the dark (like cupid).

So even before we explored A/B testing, we tried implementing Qualaroo – an awesome, quick, non-invasive survey that quietly pops up based on criteria you set (ex. 30 seconds on the page, after 2 pages have been visited, etc.). You can ask any question – open-ended, multiple-choice, etc. And after each survey is complete, get reports in the native interface or download reports into .xls for deeper crunching.

So we asked – “Second thoughts about registering? Why?”

qualaroo survey voice of customer

Sample responses were as follows:
qualaroo survey results
As you can see from the responses (after ensuring we had enough replies for an acceptable confidence level/ statistical significance…), it was pretty much unanimous – pricing was the issue!

It would have been extremely hard to conclude that with just the quantitative data. We may have stumbled upon this after some A/B testing, however, after marrying the qualitative, it pointed us towards a pretty reliable direction in a quick and efficient manner. Even if we wanted to verify using A/B testing, we now have an idea of where to start.
They lowered the pricing and registrations started rolling in!

Conclusion

So when you’re having dinner by candlelight tonight, gazing into your lover’s eyes… slowly move in close, and whisper ever so gently… “My quantitative is incomplete without your qualitative…” <3