Analytics & CRO
What user behaviour can tell you about product friction
Data shows where people fail. Only research explains why — and it is the combination that actually changes decisions.
This article is an editorial structure. Final content will be published by the editorial team.
What is the problem?
Many teams have more data than they can interpret: poorly defined events, funnels that do not match the real journey, and reports nobody uses to decide.
Useful friction signals
- Drop-off concentrated on one recurring step.
- Repeated actions — going back, reopening, correcting.
- Frequent validation errors on the same fields.
- Unusually long time on decision screens.
- Heavy internal search use for basic tasks.
Turning signal into decision
Define the business questions first, then the measurement plan. An event with no question attached is rarely analysed.
Trade-offs
Instrumentation requires ongoing discipline and data governance. Without maintenance, measurement degrades quickly after each release.
What should happen next
Pick one funnel, validate the instrumentation, cross it with observed sessions, and prioritise hypotheses by impact and effort.
Key takeaway
Quantitative locates the problem. Qualitative explains it. Neither is enough alone.
Topics
- Analytics
- CRO
- Conversion
- UX
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