A description of what we want to find out(and how) when we do conversion focused qualitative research. This document can be adapted and used to plan the research with a new client.
What we want to find out
Who are the current users of the website?
Do they understand what the product(or service) offered on the website is about? Do they have questions?
Do they think that the product(or service) offered doesn’t solve their problem or don’t like some of its features?
Is the switching cost too high?Do visitors think that it's too risky or too expensive to switch to use the product/service offered(in term of time, money, or other resources) compared to keeping using what they have or using a new alternative?
Is there too much friction using the website?(too difficult to use, not functional, not working properly, too slow, etc.)
How to find it out
Only qualitative methods are included in this document.