Question: Jill is in the process of conducting conversion rate optimization (CRO) for their business, Stovesy. Jill understands that the first step in the CRO process is to identify opportunities on Stovesy's site and app. Carrying out quantitative and qualitative research achieves this outcome. Which of the following insights are part of quantitative research when it comes to CRO?
- User insights
- Competitive insights
- Brand insights
- Data insights
Explanation
Quantitative research uses measurable data to identify where users encounter friction across a site or app. In conversion rate optimization (CRO), this includes metrics such as conversion rate, exits, funnels, and other behavioral data. These data insights show what is happening at scale before teams decide what to test. They support better prioritization because opportunities are based on evidence rather than preference.
Why the other options are incorrect
Competitive insights come from comparing other businesses, not measuring user behavior on the site or app.
User insights usually come from qualitative research such as feedback, interviews, or usability observations.
Brand insights relate to perception and positioning, not quantitative CRO measurement.
Source for verification
https://support.google.com/analytics/answer/9327974
https://support.google.com/google-ads/answer/2684489
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