Conversion Optimisation
Quantitative Data
Plain English
glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term in numbers.
Definition
Quantitative glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term is numerical information used to measure glossaryBehaviourBehaviour refers to how users interact with a system, including actions, patterns, and responses.Open glossary term and glossaryPerformancePerformance refers to how quickly and efficiently a system responds to user actions and processes tasks.Open glossary term, collected through analytics, metrics, and structured surveys. It supports comparison and scale, and carries no explanation on its own.
In practice
Collected through analytics, metrics, and structured guideSurveysCollecting structured feedback at scale to understand user attitudes, sentiment, and self-reported behaviour.Open guide.
In context
It is excellent at showing where a problem is and nearly useless at explaining why. The analytics point at the step; someone still has to watch a person attempt it.
The reality
Lacks glossaryContextContext is the set of surrounding conditions that shape how someone behaves and decides, including their goal, their environment, their time pressure, and what happened immediately before. The same action can mean different things in different contexts.Open glossary term without qualitative glossaryInsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term.
Compared with
Quantitative Data vs Qualitative Data
Quantitative glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term measures how many and how often across large numbers. glossaryQualitative DataQualitative data is non-numerical evidence describing user experience, behaviour, and opinion, gathered through interviews, observation, and open-ended feedback. It explains reasoning in the user's own terms.Open glossary term explains why, from a small number of people in depth. Using either alone produces confident answers to the wrong question.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is quantitative data?
Numerical glossaryDataData is raw, uninterpreted information collected and stored so it can be analysed, processed, or used to inform decisions. On its own it carries no meaning; context and interpretation are what make it useful.Open glossary term used for measurement.
How is it collected?
Through analytics and metrics.
Why is it useful?
It shows trends and glossaryPatternA pattern is a reusable solution to a design problem that recurs across products and contexts. It captures an approach already shown to work, so a team solves the problem once rather than every time it appears.Open glossary term.
What is a limitation?
It does not explain why.
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