How Business Marketing Strategies Can Focus On Qualitative Data Analysis (Part 1)

The term “data analytics” is the catchphrase in today’s digital marketing industry. It is an essential ingredient of brand’s business marketing strategies and all companies – regardless of their size – put emphasis on it to push the business forward.

A 2014 survey by Quinstreet Enterprise stated that 77 per cent of organizations consider “Big Data analytics” a priority. Sure, it is a key element to identify loopholes in the functioning of a business or to explore new opportunities.

But when companies use words such as “analytics” or “Big Data”, they seldom refer to “qualitative data” and their business marketing strategies focus more on “quantitative analytics”.

That’s because:

  • It helps to understand how customers use a product or service.
  • It helps to figure out where most the website traffic comes from.
  • It helps to identify and fix the weaker stage of the conversion funnel and improve the overall experience.

However, what quantitative analytics doesn’t focus on are:

  • Finding out why a customer does (or did) business with an organization
  • Learning how customers value the product or service
  • Figuring out which web-pages are most visited and why

While there is no dearth of data to analyze and gain insights from, this approach doesn’t necessarily guarantee increased conversions. This is the reason why “data” should not be restricted to just numbers and it is essential to also rely on qualitative data analysis.

How ZoomShift Used Qualitative Data To Make Magic

This SaaS startup reported in 2014 that qualitative data helped them increase conversions by 700% in just one month! When ZoomShift launched a new version of the tool, they witnessed a rather slow setup conversation rate, i.e. 12%.

To improve the appalling figure, they focused on getting feedback on three points:

  • Where exactly the target customers got stuck during the setup process
  • On an average, how long did they take to complete the setup guide
  • Which steps in the guide were easy to complete

With the help of tool UserTesting, ZoomShift was able to literally “see” the visitors setting up the tool. They gained access to real-time data – that was subjective in nature – on the areas (mentioned above) that required improvement in the setup process.

Qualitative data is not measured but observed, so to speak. It helps companies understand why customers are doing whatever they are doing at a particular point and identify the glitches in the conversion process – which is it becomes necessary for it to be included in business marketing strategies.

On-Site Surveys: Get Inside The Mind Of Customers

Have you ever noticed the pop-up that occurs on a webpage, every time you visit it? It is either a Help Chat or a small questionnaire. The latter is called an on-page survey.

This kind of surveys helps collating qualitative data from the customer’s’ experience on the website. It is an excellent tool to gauge how well a company’s product is doing or how well it resonates with the demands of the customers.

If you know why the visitors are on your web-page, how they got there and whether or not they did they find what they were looking for – it becomes easier to tailor their future experiences in the business marketing strategies.

How Can Marketers Use The Data

1. Emphasize on customer opinion

A conversion research done by Jennifer Havice for LearnVisualStudio.NET led to an impressive increase in the number of subscribers for its .NET programming course. Two surveys were conducted – an on-page survey to determine how the visitors identified their level of expertise in.NET programming and an email survey to ask the main reason behind signing up for this course.

The results were brilliant!


Take 1: source

Out of the 200 respondents, almost 2/3rd of them identified themselves as “beginners” and 69.74% said they were “more interested in finding their first developer job”. Keeping their feedback in mind, the main headline and sub-heading were tweaked a little. The conversion rate of the courses increased by 9.2%!


Take 2: source

2. Tweak the tone of the messaging

In the same scenario, minor changes were made in the fold copy, CTA, headline, etc. that were more personalized and it seemed as if the content on the webpage was talking to the visitor. This time, the conversation rate reached 66.3%, outdoing the previous results.

Check out for yourself:


Take 3: source

3. Contextualize data

Grammarly not only checks grammar or vocabulary used but also shares insights on the user’s writing habits. Every week, it sends a detailed report to the user’s inbox on how well (s)he fared in the last 7 days.

Instead of simply copy-pasting numerical data, it presents a customized report with attractive visuals and compelling copy. It subtly places the CTA buttons in the report and at the same time, makes you realize how much you can achieve by upgrading the software.


Today, it has a conversion rate higher than Google (24.5%) and 5.8% higher Rate of Investment (ROI) than Google.

Even though on-site surveys offer just one way to get the qualitative data required to plan and execute successful business marketing strategies, they are definitely worth giving a shot.

In the next part, we will look at other methods to gather qualitative data.


  • Hey! Ben here from ZoomShift.

    Great article, and thanks for the mention. We always try to keep hard data at the center of our decisions. This isn’t always easy, but it always leads to better and stronger experiments. It can take awhile to get in the habit of this as well. Now we try to only make changes that are data-backed, and we have seen a positive impact on our metrics across the board.


    • So glad you liked the post Ben! 🙂
      And we second you here, all marketing and business growth decisions should be completely data based now.

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