When you got enough responses, it's time to analyze it. To simplify this process, guys from ConversionXL suggest
(yeah, we are learning from them a lot as they are real professionals in CRO) to do it in the following way (and I completely agree with that approach after doing it a few times):
1. Conduct an initial review of all the information to gain a first sense of the data.
2. Code the data. This is often described as 'reducing the data', and usually involves developing codes or categories (while still keeping the raw data).
3. Interpret the data.
4. Write a summary report of the findings.When you conduct initial reviews of all responses, everything becomes clear as you notice trends and repeated responses. Then you can easily divide it in categories to compare which categories of feedback occur most often.
Below you can see how we "Coded the data". As a result we got 5 categories of concerns that were mentioned most often:
- Shipping information (Location, Time, Cost)
- Size/Fit of the product
- Materials and Quality of the product
- Security questions of the website
- Colour issues of the product