- Competitive insights
- Brand insights
- Data insights
- User insights
The correct answer is: User insights
Before you begin optimizing and making changes, start with some ideas of what to test. The key to identifying opportunities is research.
Two main types of research are quantitative (data insights) and qualitative (user insights). Data is helpful to identify what and where opportunities maybe, but it doesn’t answer the question of why it’s happening.
Jill is in the process of conducting conversion rate optimization (CRO) for their business, Stovesy. Jill understands that the ﬁrst step in the CRO process is to identify opportunities on Stovesy’s site and app. Carrying out quantitative and qualitative research achieves this outcome. User insights are part of quantitative research when it comes to CRO.