How Quantitative Research Helped LogoDog Increase Their Conversion Rate By 240%

With the right data, quantitative research can have a huge impact on your conversion rate and customer retention. Here's how to do it right, along with 3 detailed case studies.

Quantitative Research

No matter how well your organization runs, there will always be room for improvement in some way, shape, or form.

The thing is that when things are running smoothly, it can be pretty difficult to identify the processes or areas of your company that could stand some fine tuning.

On the other hand, if things aren’t going so well, it can be equally difficult to pinpoint which processes are most in need of improvement.

In either case, your first order of business – before making any changes whatsoever – is to do some quantitative research.

What Is Quantitative Research?

The simplest way to explain what quantitative research is, is to say it’s the process of digging into numerical (quantitative) data of any sort.

A few examples of quantitative data include:

  • The number of male customers who have purchased a product
  • The average time it takes your support team to solve a customer’s problem
  • Your company’s Net Promoter Score

To understand what quantitative research entails, we first need to look at the main characteristics of quantitative data.

In a moment, we’ll talk about a different way of looking at these – and other – examples. For now, we’re focused on the numerical data.

For one thing, such data points are measured and interpreted objectively. In other words, the number of male customers who purchase a product is inarguable, and will be the same no matter who looks at the data.

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52.8% of people ranked their experience as “Excellent.” It’s just a fact.

Secondly, quantitative data generally consist of a large amount of data. For example, when calculating the average time it takes your support team to solve a problem, or calculating your company’s NPS, you’d typically consider every piece of relevant data you’ve collected during your course of study.

Of course, collecting this data is merely the initial phase of conducting quantitative research. Needless to say, such data is rather meaningless unless we actually do something with it.

As we said, quantitative research is the process of digging into quantitative data. More accurately, it’s the process of using quantitative data to better understand a given phenomenon, uncover certain trends, and come to specific conclusions that will allow you to take further action in one way or another.

Here’s the thing about quantitative research:

While quantitative data is collected as if in a vacuum, it’s assessed within a specific context. This context is what gives the data meaning beyond a simple numerical value.

Let’s look at an example to explain what we mean, here:

Company XYZ decides to assess its Net Promoter Score at the end of 2017. The team sends out a survey to the company’s customers, and finds it to be 62 – compared to an NPS of 51 at the end of 2016.

Based on this information, the company concludes that it was better able to serve its customers in 2017.

The question, now, is: what, exactly, did the company do to improve its brand’s image in the eyes of its customers – and how can the company keep improving?

This example brings us through the major steps of the process of quantitative research:

  1. Pinpoint an area of focus (in this case, determining customers’ willingness to recommend a brand)
  2. Developing a means of collecting the essential data (the NPS survey)
  3. Employing the data-collection method – and collecting the data (distributing and collecting the survey)
  4. Analyzing and interpreting the results (calculating the company’s overall NPS)
  5. Using the findings to take further steps (deciding how to continue improving the company’s processes to its customers’ liking)

In the world of business and entrepreneurship, making improvements to your company quite often involves a decent amount of trial and error.

By conducting in-depth quantitative research before you start trying a variety of tactics aimed to improve your services, though, you can make much more informed decisions regarding the next steps to take. In turn, the changes you end up making will almost certainly pay off for your company.

Note: If you need a simple way to survey your customers, take a look at Fieldboom. You can try it free for 15 days (which includes unlimited surveys and responses), no credit card required

Quantifying Qualitative Research & Data

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I’d definitely take it.

Though qualitative data and research is a subject for another article, it’s worth mentioning that it is possible to quantify such open-ended and candid information, too.

Essentially, quantifying qualitative data involves assessing the most common classifications or categories of responses to a given question, then comparing the amount of each type of response.

For example, for the open-ended question “Why did you decide to cancel your service?”, you might find that the majority of responses essentially come down to one of the following explanations:

  • The price of service is too high
  • The service doesn’t do what it claims to do
  • Customer service and support is inadequate
  • The customer no longer needs the service
  • (Other)

You’d then organize the responses based on which of the five categories each falls under, allowing you to determine the main reason defecting customers decide to churn.

Again, we’ll dig deeper into qualitative data in a future article. For now, just understand that quantifying your qualitative data can help you narrow your focus when determining the most common responses among your customer base to a given question.

How Companies Use Quantitative Research to Improve Processes

Now that we have a concrete idea of what quantitative research is – and why it’s so important – in this section we’re going to take a look at three real-world examples of organizations that have used such data to improve their processes (and generate a ton of extra business, as well).

LogDog Increases Conversions by 240%

The Companies

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LogDog’s security apps monitor its users’ online accounts (email, social media, etc.) in order to detect anomalies in activity that could point to hacking, fraud, or other nefarious acts.

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For assistance with its conversion problem (which we’ll get to in a moment), LogDog partnered with SplitBase, a conversion rate optimization consultant service for e-commerce and other digital services.

The Problem/Challenge

LogDog’s website and blog had been generating a ton of traffic, and ranked near the top of Google for a number of search terms.

Unfortunately, despite the company’s ability to gain such visibility for its website, the vast majority of visitors ended up navigating away without actually downloading the software.

The team at LogDog made some changes to the website – but, the team admits, these changes weren’t exactly based on data or strategy. As we discussed above, LogDog employed a “trial-and-error” approach to its conversion rate optimization campaigns.

Additionally, the team developed a tool meant to capture visitors’ email addresses without forcing them to download the company’s app. Still, this made little difference as far as getting visitors to eventually download the app.

This is where SplitBase comes in.

The Process

When SplitBase took over, the team immediately began digging into the quantitative data that LogDog had previously collected.

This meant analyzing data points such as:

  • Which pages and blog posts were most frequented by visitors
  • Mouse-tracking data for various pages on LogDog’s site
  • Engagement metrics of LogDog’s email drip campaigns

SplitBase also reached out to LogDog’s users, surveying them and observing them as they navigated LogDog’s website and app.

These pieces of data enabled SplitBase to determine exactly why some visitors ended up downloading LogDog’s app – and why others left without doing so. The data also helped pinpoint the exact moments that caused a user to move forward with the transaction (or to not do so).

With this data in hand, LogDog was able to begin creating content on its website and blog that provided value to visitors, kept them on the page, and provoked them to take further action.

Additionally, LogDog was soon able to identify where a given prospect was within the sales funnel once they signed up for the mailing list. This enabled the team to develop highly-targeted email drip campaigns to these individuals using the relevant Voice of Customer and optimized calls-to-action.

The End Result

The tangible results LogDog experienced were huge:

  • 240% increase in conversions via email drip campaigns
  • 55% increase in leads generated via email signups
  • 80% response rate to email drip campaigns (within six emails)

Note: If you need a simple way to survey your customers, take a look at Fieldboom. You can try it free for 15 days (which includes unlimited surveys and responses), no credit card required

Of course, LogDog was also able to parlay the insight provided through SplitBase’s research into creating even more laser-focused content for its users, as the team now had a much better idea of what people were looking for when logging onto the company’s website.

Simply put:

The quantitative data collected by SplitBase enabled LogDog to truly learn about its ideal customers – making the process of catering to their needs less of a process of trial and error, and more of a sure thing.

CORGI HomePlan Increases Its Conversion Rate by 132%

The Companies

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CORGI HomePlan offers maintenance and emergency services for heating, cooling, electric, plumbing, and similar utility-based home systems.

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Worship is a conversion rate optimization agency that focuses on ecommerce and services offered via website.

The Problem/Challenge

The main problem CORGI faced was that, while it was drawing a good amount of visitors to its website, there was a significant drop-off rate at each stage of the company’s sales funnel. Most damaging was the large rate of abandonment during the later stages of the funnel (i.e., after visitors had chosen a plan, but right before making a purchase).

Another issue that Worship uncovered is that there were issues revolving around Google Analytics’ tracking of visitor behavior, which inhibited CORGI’s ability to make meaningful improvements to its website.

The Process

After figuring out the technical issues behind CORGI’s Google Analytics problem, Worship identified telltale behaviors of individuals who ended up going through with a purchase, as well as those who abandoned their purchase at various points during their experience. With this data, Worship was able to determine which parts of CORGI’s website were causing visitors to convert or to drop off.

Additionally, Worship used heat maps to track, on individual pages within CORGI’s website, where visitors scrolled, clicked, and otherwise interacted with the site. Again, this helped Worship figure out which parts of CORGI’s website were keeping visitors on the page and moving forward with a transaction, and which were causing them to navigate away.

Worship also collected data through user testing and analysis of user sessions, as well. As we spoke about earlier, this allowed the team to collect qualitative data that could then be quantified based on the frequency or intensity of a given instance (e.g., the number of times a visitor became frustrated with the site’s interface).

Finally, Worship developed surveys and polls for CORGI’s visitors to complete to gauge their overall satisfaction with their experience on CORGI’s site, as well as gain a better understanding of their needs as customers.

With all of this data on hand, Worship was then able to help CORGI:

  • Improve its website’s copy – specifically relating to product descriptions and competitive comparisons
  • Improve the usability of its website – focusing on the navigation and checkout processes
  • Enhance and streamline the overall customer experience for its site’s visitors

The End Result

After working with Worship to improve its website copy and UI, CORGI began to see immediate results, including:

  • A 58% increase in user signups
  • A 21% decrease in abandonment at checkout
  • A 120% increase in mobile conversion rate
  • A year-over-year revenue increase of £750,000

As was the case with SplitBase’s work with LogDog, Worship also left CORGI with a truer understanding of its customers’ needs and personalities, which allowed the company to focus on creating highly-relevant content and web copy that continued to engage its customers – and nurture them closer to conversion.

Sentier Helps Telecom Provider Enhance its Customer Experience

The Companies

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Sentier is a consultant agency that focuses on providing clients with a deeper understanding of the needs and expectations of their customers through in-depth research and analysis.

In this case study, Sentier partnered with a “major international telecommunications and video entertainment services provider” as it prepared to launch a newly-developed IPTV service.

The Problem/Challenge

In this case, the client company had yet to launch its new service – and, hence, had yet to experience any “problems,” per se.

Rather, the problem the client faced was that the company was unsure of how to go about developing and streamlining various aspects of its service.

Additionally, the client needed assistance as far as benchmarking customer satisfaction. The company also needed help assessing customer acceptance and product-market fit – both in terms of the actual service being provided, as well as the its branding and messaging.

The Process

Sentier’s first order of business was to collect data from various customer trials of the service in order to streamline the overall, end-to-end customer experience.

Sentier collected customer data relating to:

  • Delivery
  • Installation and Setup
  • Use of Service
  • Customer Service
  • Technical Support
  • Billing

The data was collected in both real-time through user testing and observation, and retroactively through polls and surveys, social media analytics, and qualitative means.

The data-collection process was repeated three more times, allowing the client company to make improvements where applicable, then test the users’ positive or negative reactions to said changes.

(Note: In contrast to our previous examples, in this case the client had no previous data to work with. Therefore, the trial-and-error process was needed in order to collect actionable data in the first place.)

The End Result

By the end of the four trial sessions, Sentier had:

  • Collected and categorized more than 300 issues reported by test users
  • Uncovered numerous unanticipated technical issues requiring the client’s attention
  • Identified the most common – and most detrimental – problems faced by test-users throughout their overall experience.
  • Quantitatively categorized users’ overall perception of the service

Again, because no previous data relating to this new service existed, it wasn’t exactly possible to quantify the impact Sentier’s involvement in the process had on the client’s performance.

Still, using the data collected by Sentier, the client company was able to:

  • Focus on improving aspects of the service that proved most vital to the customer experience
  • Decrease the anticipated cost of technical support at launch both by proactively fixing major issues, and by improving user documentation pamphlets
  • Develop highly-targeted marketing content proven to resonate with the target audience
  • Begin working on additional features to be added to the service at a later date, based on customer feedback

By collecting and cataloguing quantitative user data – and quantifying the qualitative data provided by these users – Sentier was able to help its client launch its brand new IPTV service confidently and successfully.

Wrapping Up

On the surface of things, quantitative data is, quite literally, just a bunch of numbers.

But, when analyzed through the right lens, this data can provide valuable insight regarding your customers’ needs and expectations – as well as your organization’s ability to meet these needs and expectations.

And, most importantly, quantitative research takes almost all of the guesswork out of making improvements to your services, allowing you to make informed, educated, and targeted changes to your company’s operations.

Fieldboom can help you collect both quantitative and qualitative data about your customers quickly, using beautifully designed surveys. Try it free for 15 days. No credit card required.

Matt is one of the brilliantly gifted content contributors at Fieldboom. He helps us whip up useful and interesting blog posts, guides and more.