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Verbatim
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Comments or textual feedback provided directly by users, from questionnaires, surveys, chats, opinions or user tests. In CRO andA/B testing, verbatims are a valuable source of qualitative data: they complement the analysis of quantitative metrics by highlighting the obstacles, misunderstandings or irritants experienced by users.
Analyzing verbatims helps to formulate more relevant test hypotheses, to better understand the results observed (e.g. why a variation converts less), and to prioritize optimizations on elements that are really sensitive for users. Properly exploited, they reinforce the user-centric dimension of CRO.
Similar definitions
NPS (Net Promoter Score)
An indicator of customers' propensity to recommend a product or service to others.
User Test Non Moderate
A user test where participants interact with a product or service at their own pace, without direct supervision.
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