Research
Definition
Research is the process of gathering and analyzing information to understand how visitors behave, what they need, and where friction or opportunity exists on a website.
In web strategy, research focuses on evidence and patterns rather than assumptions or opinions.
Purpose
Research helps:
• Reveal how users actually interact with a site
• Identify problems before they become visible failures
• Inform content, UX, and service decisions
• Reduce guesswork and bias
• Support smarter prioritization
Good research replaces instinct with insight.
Common Research Inputs
• Website analytics and behavior data
• Search queries and language patterns
• User flow and drop-off analysis
• Conversion and engagement metrics
• Limited qualitative feedback (surveys or interviews)