I am UX team lead who’s working with a large fintech company for about a year now. Focusing on optimize their websites. We helped them establish a conversion rate optimization program at the beginning of the year and started a/b testing. It’s been tough to see impactful results we can trust because their data tracking is not implemented correctly. We’ve tried to get them to fix this issue and due to limited bandwidth, it’s still in the works. We are primarily focusing on their blog sections of the website and don’t test on their product or landing pages. I am building a case to try to test on some of these other pages because I’m running out of ideas on what to test on long format blog articles. We don’t have accurate user engagement data or access to their user behavior tool called Glassbox. The team is not 100% sold on qualitative user research as they primarily focus on seeing results from their analytics.
I’d like to know if anyone has ideas on how to present ROI for qualitative user research to a company that is mostly focused at only looking at quantitive research? Our SEO team is great at helping them bring in the traffic, but I’m responsible for coming up with ideas to convert that traffic into leads. I appreciate your time and feedback.