CRO Research Methods & Tools skill

CRO Research Methods & Tools

Don't guess why visitors don't convert. Use these methods to discover the truth.

Research Framework

Quantitative (What is happening)

• Analytics data
• Heatmaps
• Click tracking
• Funnel analysis
• A/B test results

Qualitative (Why it's happening)

• User surveys
• Customer interviews
• Usability testing
• Session recordings
• Support analysis

Both are essential. Quantitative shows WHERE problems are. Qualitative shows WHY they exist.

Analytics Analysis

Key Reports

Funnel Visualization

• Where do visitors drop off?
• Which steps have highest abandonment?
• Do patterns differ by traffic source?

Landing Page Performance

• Bounce rate by page
• Time on page
• Exit rate vs. bounce rate

Traffic Source Analysis

• Conversion rate by source
• Behavior differences by channel
• Quality vs. quantity of traffic

Device/Browser Analysis

• Mobile vs. desktop conversion
• Browser-specific issues
• Page speed by device

Red Flag Metrics

• Bounce rate > 70% on key pages
• Exit rate spikes at specific steps
• Mobile conversion << desktop (check UX)
• High traffic, low conversion pages
• Long time on checkout pages (confusion)

User Surveys

On-Site Surveys (Hotjar, Qualaroo)

Exit intent surveys:

• "What stopped you from [action] today?"
• "What's the one thing we could change to make you [action]?"

Post-purchase surveys:

• "What almost stopped you from buying?"
• "What convinced you to choose us?"
• "How would you describe [product] to a friend?"

Browsing surveys (trigger after X seconds):

• "What brought you here today?"
• "Is there anything you can't find?"

Email Surveys

New customers (within 7 days):

• "What was your biggest hesitation before buying?"
• "What finally convinced you?"
• "What's one thing we could improve?"

Non-converters (abandoned cart):

• "We noticed you didn't complete your order. What stopped you?"
• Keep it to ONE question for higher response rates

Survey Best Practices

1. Ask ONE question (max 2-3)
2. Open-ended > multiple choice for discovery
3. Time triggers thoughtfully
4. Don't annoy—limit frequency
5. Incentivize for longer surveys

Usability Testing

DIY Testing (5-10 users is enough)

Tasks to test:

1. Find [specific product/information]
2. Complete [primary action]
3. Understand [value proposition]
4. Compare [options/plans]

What to observe:

• Where do users hesitate?
• What do they say aloud?
• What do they click expecting something different?
• What frustrates them?

5-Second Test

Show page for 5 seconds, then ask:

• "What is this page about?"
• "What action should you take?"
• "What company is this?"

Tests clarity of value proposition and hierarchy.

First-Click Testing

Give users a task, record where they click first:

• Is it the right element?
• Do different user types behave differently?

Session Recordings (Hotjar, FullStory)

What to Look For

Rage clicks: Rapid clicking = frustration Dead clicks: Clicking non-clickable elements U-turns: Going back immediately Form abandonment: Which fields cause drop-off Scroll depth: How far do visitors read?

Prioritization

Focus on recordings from:

• High-value pages
• High drop-off points
• Specific user segments (buyers vs. non-buyers)

Heatmaps

Click Heatmaps

• What gets clicked (and what doesn't)?
• Are CTAs getting attention?
• Are non-clickable elements being clicked?

Scroll Heatmaps

• How far do visitors scroll?
• What percentage see key content?
• Where do visitors stop reading?

Move Heatmaps

• Where does attention focus?
• What gets ignored?

Heatmap Insights → Actions

Finding	Action
CTA not clicked	Test position, color, copy
Important content below fold	Move up or add anchor
Non-clickable element clicked	Make it clickable or remove
Users stop scrolling early	Improve above-fold content

Competitive Analysis

What to Analyze

• Value propositions
• Pricing/positioning
• Social proof used
• Objections addressed
• Risk reversal offers
• Onboarding flows
• Email sequences (sign up!)

Competitive O/CO Mining

1. Read competitor reviews (positive and negative)
2. Note objections customers raise
3. Note what competitors claim as strengths
4. Identify gaps in their approach

Customer Interview Guide

Who to Interview

• Recent buyers (why they bought)
• Recent non-buyers (why they didn't)
• Long-term customers (what keeps them)
• Churned customers (why they left)

Key Questions

Pre-purchase:

• "What triggered you to look for a solution?"
• "What alternatives did you consider?"
• "What almost stopped you from buying?"
• "What convinced you to choose us?"

Post-purchase:

• "What result have you achieved?"
• "What's been harder than expected?"
• "What would you tell a friend about us?"

Interview Tips

1. Let them talk (don't lead)
2. Ask "why" repeatedly (5 Whys)
3. Get specific examples
4. Record for quotes (with permission)
5. Look for patterns across interviews

Research Prioritization

1. Start with analytics (quick, free)
2. Add on-site survey (1 question)
3. Review existing support/chat logs
4. Watch 10-20 session recordings
5. Run 5 usability tests
6. Deep-dive interviews (ongoing)