It was great to be able to present another Sitecore webinar as a part of their ‘Marginal Gains’ series.
My topic was ‘Mapping the illogical consumer; how qualitative research will improve your path to purchase’. During the webinar, I discussed how a lot of the small and large decisions we make as people are illogical, and how the same principle applies to the way we shop. Although A/B testing platforms are becoming best practice for optimising purchase flows, behavioural anomalies cannot always easily be explained unless you engage with your customers in person. The session uncovered:
- How qualitative research can improve our understanding of purchase behaviour
- How post-channel commerce has affected the way we shop
- How mapping services instead of websites provides opportunities for improvement