Leveraging Both Quantitative and Qualitative Insights

2 weeks ago I posted an article about Zappos’ new product page layout.  Here is the layout (click image below twice to see enlarged view)–

Click to Enlarge

This new design was most likely driven by clickstream analysis (quantitive data).  However, if you look closely you’ll see this call to action on the page–

Interface shown above was added so visitors can submit their own feedback (qualitative data).  You see, quantitative data can only answer the “what” (what page element is most important?) but it can’t answer the “why” (why is this page element most important?).  Zappos uses its statistical abilities to create a new design concept but also gathers customer feedback to confirm if the insights unearthed through statistical analysis really matter to shoppers.

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