Picture this: You designed some great-looking landing pages and ads. Then you spend thousands of dollars promoting these marketing creatives. After all of this hard work, what is the next step? Pray for luck? Or utilise data to optimise the campaign?

Of course we all know the answer: let’s do some optimisations!

But the next question is: how?

Today I will share the optimisation magic you can use for your marketing: Quantitative UX.

👇👇👇

Here’s what we’ll cover:

1. Real quick: what is UX and what is quantitative UX?
2. Quantitative UX tool 1: Mouseflow
3. Quantitative UX tool 2: Unbounce

1. Real quick: What is UX and what is quantitative UX?

You’ve probably heard the term UX because it’s such a buzzword. UX stands for user experience, which focuses on enhancing user satisfaction by improving how we interact with the websites, applications and devices in our lives. It is all about how a person feels when using these products — do they give me value? Is it easy and pleasant to use?

And quantitative user research utilises large sample numbers to produce bias-free, measurable data about a user population. It answers the questions of “how many, how much, how often?”. Then researchers will see through the data and extract valuable insights.

Resource: A Beginner’s Guide to Quantitative UX Research

2. Quantitative UX tool 1: Mouseflow

Mouseflow is a behaviour analytics tool that helps to optimise website experiences. With Mouseflow, you can:

• Find out what happens between your visitors’ clicks by watching video recordings of their sessions
• Build 6 types of heatmaps for your pages to understand what is getting their attention
• Set up funnels to watch where and why your visitors drop
• Use form analytics to improve your lead generation
• Launch feedback campaigns to learn more about your visitors

As a UX designer, I often find fascinating insights from Mouseflow that challenge my design and improve the experience for users.

For example, Mouseflow has a function to collect and visualise every engagement pattern with clicks and generate a heatmap. I love this function because it shows users’ real behaviour. But sometimes the reality is pretty brutal: people always click on “random” places that I didn’t expect!

Let’s look at a real case. This client has nice branding and they use a lot of black blocks in their design. To align with their branding guidelines, we did this in the design of a product section.

And when we check the mouseflow, it looks like this:

I was so shocked: Why do people click on the land size block? And why do users even click on the logo block? These are not buttons!

However, this data is real and that means I need to stop being ignorant as a designer.

First, these blocks do look like buttons. Second, we did not put any call to action (CTA) buttons in this product section. So naturally, when users are looking for CTA buttons, they will click on anything that looks like a button.

This is a little example of utilising quantitative UX to iterate marketing creatives. It challenges my belief all the time, yet it produces bias-free insights which boost marketing performance.

3. Quantitative UX tool 2: Unbounce

Unbounce is an AI-powered landing page builder with smart features that empowers people to build high-performing marketing campaigns.

When we launch a new campaign, we always design at least two versions to run an A/B test (also known as a split test).

After a while, if there is an obvious winner, we can switch off the low-performing page and create another variant. But if both variants are performing about the same, then we can use the magical “Smart Traffic” function.

Unbounce will first enter into a learning phase, during which it will analyse incoming visitors to learn their behaviour and attributes. After the learning phase, AI will send traffic to the page variant most likely to convert.

In this way, where A/B testing sends 50% of the traffic to each variant, Smart Traffic matches the individual user with the page most likely to result in conversion.

Besides that, Unbounce provides a ton of visualised data for us to analyse.

Mockup example

We can view this data from different perspectives: Which variant is doing better now? What is the difference between these variants? Should we use Smart Traffic or A/B test? Combined with Mouseflow analysis, where can we improve? Should we create another variant to run a test? …

“Marketing without UX is like throwing darts in the dark. Don’t hope to hit a goal when you can use data to understand the context, emotion, and needs to ensure a bullseye.”

Angie Schottmuller, Growth marketing advisor

If your organisation is still marketing in the dark, then the time to leverage UX in your marketing is now.

To read more, you can find me on Instagram or Linkedin.

I am Dana, thank you so much for reading. I will see you next time.