We all have that long-time friend who’s always been there for us, through good and bad. You cannot imagine your life without him/her but the truth is, this friendship isn’t as exciting as it used to be. You grow apart, change interests, form different needs and standards. Quantitative analytics, or as some may call it, “traditional analytics”, is basically that friend, for many product professionals. It’s super-reliable, and important, but things just don’t click anymore. Why? Because it focuses on measuring aspects of an app which can then be represented by numbers. And only that. Now, what kind of value are you getting from quantitative analytics? It can supply product professionals with important numerical metrics and an overall picture of their users’ usage, behavior and navigation. For example, the number of specific conversions in a funnel, percent decrease in loyal users, an increase in users churn, etc. What quantitative analytics does not provide is – direct insights that explain the reasons behind those numbers, why did these changes happen in the first place.
This deficiency quickly became a notable pain point for many mobile app teams, who often felt like (and still feel like) they did not possess a full picture of what was going on inside of their app. In particular, there were so many aspects of their app’s UX that they wanted to explore and examine, yet no tools available were able to provide them with the answers they needed. As the mobile app industry continued to grow every year, more and more app developers and app professionals have started to realize the importance of a superb user experience.
Enter- qualitative analytics.
What is qualitative analytics? First, let’s quickly cover the definition of “qualitative” to emphasize its unique value. While quantitative represents information about quantities/numbers. Qualitative is defined as information about qualities such as feelings and experiences. Basically, information that cannot be measured by numbers. Given that mobile user experience (UX) is such a unique, subjective entity, that cannot effectively be represented by numbers, qualitative analytics is the perhaps the best way for analyzing it.
How does qualitative analytics measure mobile UX? By allowing mobile app teams to step into their users’ shoes and see how they behave within their app. With features like user session recordings and touch heatmaps, qualitative analytics enables mobile app makers to obtain actionable insights quickly and efficiently. These insights allow them to learn more about their users from both an individual-user level and an aggregate level.
With these visual answers, developers, product managers and UX designers can pinpoint exactly where they need to optimize or troubleshoot certain aspects of their app without any guesswork involved. Finally developers have a crystal-clear, full picture as to how users behave in their app. Beautiful eh?
To help you quickly grasp the major differences between quantitative and qualitative analytics, we’ve designed this nifty little comparison infographic that you can easily bookmark, share, or print out for future reference.
Dive deeper into the benefits of qualitative analytics with our FREE guide. In this guide, you’ll find great use-cases demonstrating how easily and efficiently you can utilize qualitative analytics within your mobile app to answer product and user-behavior questions.
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