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What are the most effective ways to identify user pain points in CRO research?

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User pain points are the problems, frustrations, or needs that your potential customers have when they interact with your website, product, or service. Identifying and addressing these pain points is essential for conversion rate optimization (CRO), which is the process of improving the percentage of visitors who take a desired action on your website. In this article, you will learn about some of the most effective ways to identify user pain points in CRO research, and how to use them to create better user experiences and increase conversions.

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1 Surveys and interviews

One of the simplest and most direct ways to identify user pain points is to ask them. Surveys and interviews allow you to collect feedback from your target audience, either on your website or through other channels, such as email, social media, or phone. You can use surveys and interviews to ask open-ended questions, such as what challenges they face, what goals they have, what they like or dislike about your website, product, or service, and what suggestions they have for improvement. Surveys and interviews can help you understand the motivations, expectations, and emotions of your users, as well as uncover any gaps or obstacles in their journey.

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Dave Powell

CRO Researcher
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Using qual analysis is one branch of insightful data collection, yet be aware or bias that can creep in. Asking customers/prospects is not without its risks as issues can arise from anomalies such as: leading questions, participant subjectivity, confirmation bias, subjectivity and wrongly selected audiences. Finally, not forgetting the bias that can affect the analysis process. To ensure some form of bypassing these issues EEG (neuro marketing) can be applied by measuring signals from the brain mapped together with eye tracking. This can give data on; attention, joy and frustration while completing a task.

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2 Analytics and heatmaps

Another way to identify user pain points is to analyze their behavior on your website. Analytics and heatmaps can help you track and visualize how users interact with your website elements, such as pages, links, buttons, forms, images, and videos. You can use analytics and heatmaps to measure key performance indicators, such as bounce rate, exit rate, time on page, scroll depth, click-through rate, conversion rate, and more. Analytics and heatmaps can help you identify where users drop off, where they get confused, where they get distracted, where they get engaged, and where they convert.

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3 User testing and feedback

A third way to identify user pain points is to observe and listen to your users as they use your website, product, or service. User testing and feedback can help you evaluate the usability, functionality, and desirability of your website, product, or service from the perspective of your users. You can use user testing and feedback to conduct moderated or unmoderated tests, where you ask users to perform specific tasks or scenarios on your website, product, or service, and record their actions, reactions, and comments. User testing and feedback can help you discover any usability issues, technical errors, design flaws, or user satisfaction problems that affect conversions.

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4 Competitor analysis and benchmarking

A fourth way to identify user pain points is to compare and contrast your website, product, or service with those of your competitors. Competitor analysis and benchmarking can help you understand how you stack up against your rivals in terms of features, benefits, pricing, quality, customer service, and more. You can use competitor analysis and benchmarking to identify your strengths and weaknesses, as well as any opportunities and threats in the market. Competitor analysis and benchmarking can help you find out what your users want, what your competitors offer, and what you can do better or differently to stand out and convert.

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5 Persona and journey mapping

A fifth way to identify user pain points is to create and use persona and journey mapping tools. Persona and journey mapping can help you visualize and empathize with your ideal customers, their characteristics, their needs, their goals, and their experiences. You can use persona and journey mapping to create fictional representations of your target segments, based on your research data, and to map out their steps, actions, emotions, and pain points along their journey from awareness to purchase and beyond. Persona and journey mapping can help you align your website, product, or service with your users' needs, wants, and expectations, and to optimize their journey for conversions.

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Jerome Choo ??

Growth at Diffbot
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If you find the need to do this I recommend skipping the alliterative naming exercise and find any way possible for you to sign up for and use your own product. Busy Billy might be able to show you all 38 complicated steps it takes to sign up, but only you will understand why hundreds of raving champions do it anyway.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the most effective ways to identify user pain points in CRO research?

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1 Surveys and interviews

2 Analytics and heatmaps

3 User testing and feedback

4 Competitor analysis and benchmarking

5 Persona and journey mapping

6 Here’s what else to consider

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