Research recipe
Conversion Research
The problem, in the customer's voice
What this recipe does
You need a complete view of where and why visitors fail to convert across the site, not just on a single page. This is the broad diagnostic that feeds an experimentation programme.
It deliberately triangulates across data types. Analytics data analysis, heatmaps and session recordings give the quantitative behavioural picture of where users drop off. Customer surveys and on-site polls add the voice of the customer: the motivations, fears and barriers behind that behaviour. Remote usability studies show real people attempting core journeys, and a UX heuristic review provides an expert read to anchor and prioritise. No single method is trusted on its own; the value comes from where the behavioural, attitudinal and observed evidence agree.
The method sequence
Explore
Build the quantitative behavioural picture and an expert baseline.
Focus
Add the voice of the customer behind the behaviour.
Validate
Watch real people attempt the core journeys.
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