Imagine you’re reviewing your website’s analytics and notice a large percentage of users exiting the site on the third step of your conversion funnel. The third step of the conversion funnel is the “product comparison page.” You want to review the behaviors and interactions each user has on that page just before they exit.Which research category would be best to use in the scenario above?
- Prototyping
- Qualitative
- Observational
- Quantitative
Explanation: The correct answer is Observational. In the scenario described, where a significant proportion of users are exiting the website on the product comparison page, conducting observational research would be the most appropriate approach to understand user behaviors and interactions on that page. Observational research involves directly observing and recording user actions, behaviors, and interactions in their natural context without interference. By using tools such as heatmaps, session recordings, or click-tracking software, researchers can gain insights into how users navigate the product comparison page, which elements they engage with, and where they encounter obstacles or friction points that may lead to exits. This observational data provides valuable context and qualitative insights into user behaviors and preferences, helping to identify areas for improvement and optimization to enhance the user experience and ultimately reduce exit rates. Therefore, observational research is the best research category to use in this scenario, as it allows for a detailed examination of user interactions on the product comparison page, aiding in diagnosing and addressing potential issues impacting conversion funnel performance.
