Conversion Qualitative Research Plan Template
marco@slicesconsulting.com

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

  1. Who are the current users of the website? 
  1. Do they understand what the product (or service) offered on the website is about? Do they have questions?
  1. Do they think that the product (or service) offered doesn’t solve their problem or don’t like some of its features? 
  1. 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? 
  1. 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. 

Who are the current users of the website? 

  • Survey: 
  • Part 4. General questions and technology skills:
  • What is your gender? M/F
  • What is your age? 
  • How would you rate your current technology skills? 
  • Do you own a smartphone? 

Do they have questions?

  • 5 seconds test with new users: Show the website to 5 people who never saw it before and then ask them: “Could you mention the top 3 things that you think this website does?”
  • User tests: 
  • Part 3. Questions:           
  • Do you trust this website? Does it look reliable? Why? 
  • Do you have any question that is not answered on the website? 
  • Is there anything that you find confusing on this website? 

Do they want the product/service?

  • User tests
  • Part 1. Behaviour and mindset: 
  • How would you describe the problem you are trying to solve?
  • What have you been doing so far to solve your problem? 
  • Have you found the right product or service to solve your problem? 
  • If they say yes, we don't ask anything else (as they have described already what they are currently doing in the previous question) 
  • If they say no, we ask: "What is your biggest frustration or challenge with finding the right product or service to solve your problem?"
  • Survey 
  • Part 3. Usability and conversion focused questions:
  • What’s the one thing that nearly stopped you from purchasing (if anything)? 

Is the switching cost too high?

  • User tests: 
  • Part 3. Questions:           
  • If this wasn't a test, would you have made a purchase? Why or why not? 
  • What do you think about the prices? Do they seem affordable or expensive? Why? 

Is there too much friction? 

  • Survey - Usability and conversion focused questions:
  • How satisfied are you with the following functions? (please don’t score a task, if you never tried it): 
  • Type of question: Likert response scale from Extremely dissatisfied to Extremely satisfied
  •  
  • Function_A