Explore Data - Quantitative

Explore Data

Your goal is to identify WHAT users are doing, how do they use your product. There are 2 types of user behaviors that you need to identify: 

1. Critical Path Progression - behaviors that lead to experience the value proposition.  
2. Divergent Paths - behaviors that don't lead to value prop

What I would recommend is to walk through the Customer Journey for the market you are targeting (e.g. from the right channels, with the specific needs solve by that value prop) and identify the two above.

What is Quantitative Data?

Qualitative data is information that can be measured. For this to happen you need to have tracking in place for all customer actions, such as Google Analytics, Omniture, in-house tool, etc.

Ideally you will have a live dashboard that you can check on a daily basis and also alerts in place if something goes wrong. Will talk more about setting the leading metrics that you want to track constantly.

This usually will give you the WHAT users are doing, just their behaviors. This doesn't give you the WHY, for that you need to ask the users, get the Qualitative Data. 

 How do you collect Quantitative Data?

TRACK AS MUCH AS POSSIBLE without impacting performance.

Few examples:

1. Site Walkthroughs
• Funnel data: look for Traffic, Engagement, Drop-off, Pogo-sticking at each stage of the Critical Path to get to the value proposition. 
• One example is the Ring Model developed by Craig Sullivan and it can tell you where users are stuck and not progressing to the next stage.
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• Below are two examples from Google Analytics




2. Mouse tracking: click& attention heat maps; scroll maps.
3. Form analytics
4. A/B testing