use a process created by Bryan Eisenberg. His approach encourages you to dig into the human element rather than looking at visitor feedback as qualitative data.

Instead of driving traffic, we are now going to focus on improving conversions. We need to ask ourselves, what happens post click? After potential clients or customers arrive at your website, how can you lead them through a specific and ideal click map that will get them from start to finish?

Most sites are built upon the 80/20 rule. You will use Google Analytics to figure out which 20% of your pages are making up 80% of your traffic.

use heatmap software, Visual Website Optimizer, HotJar, or Inspectlet to see specifically where people are clicking and tools like Survey Monkey to review specific feedback customers and potential customers give

LeadPages to create e-mail opt-in landing pages for Facebook Ads

The solution for dramatically improving conversion rates does not lie in helping businesses “sell better.” It lies in helping businesses marry the sales process to their audience’s buying decision processes—in essence, the business must provide a structure that helps the prospect “buy better.”

Heatmaps show what people are clicking on, and using the heatmaps in VWO will help you determine exactly where to test.

Surveys can help you understand why people are not taking the action you want as well as why people are taking the action you want.

That’s what qualitative data is all about—building customer profiles, defining personas, and creating ideal click M.A.P.s, removing any unnecessary friction or difficulty.