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Qualitative Measurements

While quantitative data describes what happens on your website, qualitative describes why it happens. Qualitative data comes from different sources, like user interviews and usability tests. But the easiest way to get qualitative
data is through surveys. Asking website visitors simple questions like the ones below can lead to a greater understanding of what visitors want and whether you’re making it easy for them:
  1. Why did you come here today?
  2. Were you able to do what you wanted to do?
  3. If not, why?
There are a number of free qualitative data tools, like 4Q and Kampyle, that are easy to implement and provide valuable feedback from your website visitors.