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Numbers and words — or quantitative and qualitative research, as optimizers think of them — are two of the most important parts of thorough conversion research. The results are the basis for CRO testing. But while locating conversion improvement opportunities through quantitative data is relatively easy and straightforward (simply compare your numerical results to your expected results!), implementing qualitative feedback for better conversions (CRO testing) just isn’t as simple. Qualitative data isn’t easily compared, or analysed, or even visualized, which means there’s a lot of room for error. It takes some serious interpretation skills to turn wordy answers from surveys and interviews into valuable, actionable insights. But within these wordy answers lie the reasons your customers are or aren’t converting. It’s the most valuable kind of feedback you can collect. And there are many, many ways to gather this data, each with their own benefits.

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