When it comes to analyzing the root cause, we have several diagnostic tools we can use, and they reside on three different levels of data that we can get: the basic behavioral data, the next level data, and the predictive data. Let’s get into each one of these.
The basic data comes from tools that you don’t need buy-in or set up for. One of them is Google Search Console (GSC), which can reveal poor intent match when we look at CTR both from a branded and non-branded perspective. Most of the other data in this bucket is qualitative and allows us to identify common points of frustration both for a pre- and post-purchase journey, like surveys, CX logs, social mentions, and reviews, so make sure you collaborate cross-functionally to have access to what users are asking of you. There’s also live testing, which is the most time-consuming option, but also potentially one of the most rewarding since there’s not much to infer.
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