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package/skills/cro-methodology/references/RESEARCH.md

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+# CRO Research Methods & Tools
+
+Don't guess why visitors don't convert. Use these methods to discover the truth.
+
+## Research Framework
+
+### Quantitative (What is happening)
+- Analytics data
+- Heatmaps
+- Click tracking
+- Funnel analysis
+- A/B test results
+
+### Qualitative (Why it's happening)
+- User surveys
+- Customer interviews
+- Usability testing
+- Session recordings
+- Support analysis
+
+**Both are essential.** Quantitative shows WHERE problems are. Qualitative shows WHY they exist.
+
+## Analytics Analysis
+
+### Key Reports
+
+**Funnel Visualization**
+- Where do visitors drop off?
+- Which steps have highest abandonment?
+- Do patterns differ by traffic source?
+
+**Landing Page Performance**
+- Bounce rate by page
+- Time on page
+- Exit rate vs. bounce rate
+
+**Traffic Source Analysis**
+- Conversion rate by source
+- Behavior differences by channel
+- Quality vs. quantity of traffic
+
+**Device/Browser Analysis**
+- Mobile vs. desktop conversion
+- Browser-specific issues
+- Page speed by device
+
+### Red Flag Metrics
+
+- Bounce rate > 70% on key pages
+- Exit rate spikes at specific steps
+- Mobile conversion << desktop (check UX)
+- High traffic, low conversion pages
+- Long time on checkout pages (confusion)
+
+## User Surveys
+
+### On-Site Surveys (Hotjar, Qualaroo)
+
+**Exit intent surveys**:
+- "What stopped you from [action] today?"
+- "What's the one thing we could change to make you [action]?"
+
+**Post-purchase surveys**:
+- "What almost stopped you from buying?"
+- "What convinced you to choose us?"
+- "How would you describe [product] to a friend?"
+
+**Browsing surveys** (trigger after X seconds):
+- "What brought you here today?"
+- "Is there anything you can't find?"
+
+### Email Surveys
+
+**New customers (within 7 days)**:
+- "What was your biggest hesitation before buying?"
+- "What finally convinced you?"
+- "What's one thing we could improve?"
+
+**Non-converters (abandoned cart)**:
+- "We noticed you didn't complete your order. What stopped you?"
+- Keep it to ONE question for higher response rates
+
+### Survey Best Practices
+
+1. Ask ONE question (max 2-3)
+2. Open-ended > multiple choice for discovery
+3. Time triggers thoughtfully
+4. Don't annoy—limit frequency
+5. Incentivize for longer surveys
+
+## Usability Testing
+
+### DIY Testing (5-10 users is enough)
+
+**Tasks to test**:
+1. Find [specific product/information]
+2. Complete [primary action]
+3. Understand [value proposition]
+4. Compare [options/plans]
+
+**What to observe**:
+- Where do users hesitate?
+- What do they say aloud?
+- What do they click expecting something different?
+- What frustrates them?
+
+### 5-Second Test
+
+Show page for 5 seconds, then ask:
+- "What is this page about?"
+- "What action should you take?"
+- "What company is this?"
+
+Tests clarity of value proposition and hierarchy.
+
+### First-Click Testing
+
+Give users a task, record where they click first:
+- Is it the right element?
+- Do different user types behave differently?
+
+## Session Recordings (Hotjar, FullStory)
+
+### What to Look For
+
+**Rage clicks**: Rapid clicking = frustration
+**Dead clicks**: Clicking non-clickable elements
+**U-turns**: Going back immediately
+**Form abandonment**: Which fields cause drop-off
+**Scroll depth**: How far do visitors read?
+
+### Prioritization
+
+Focus on recordings from:
+- High-value pages
+- High drop-off points
+- Specific user segments (buyers vs. non-buyers)
+
+## Heatmaps
+
+### Click Heatmaps
+- What gets clicked (and what doesn't)?
+- Are CTAs getting attention?
+- Are non-clickable elements being clicked?
+
+### Scroll Heatmaps
+- How far do visitors scroll?
+- What percentage see key content?
+- Where do visitors stop reading?
+
+### Move Heatmaps
+- Where does attention focus?
+- What gets ignored?
+
+### Heatmap Insights → Actions
+
+| Finding | Action |
+|---------|--------|
+| CTA not clicked | Test position, color, copy |
+| Important content below fold | Move up or add anchor |
+| Non-clickable element clicked | Make it clickable or remove |
+| Users stop scrolling early | Improve above-fold content |
+
+## Competitive Analysis
+
+### What to Analyze
+
+- Value propositions
+- Pricing/positioning
+- Social proof used
+- Objections addressed
+- Risk reversal offers
+- Onboarding flows
+- Email sequences (sign up!)
+
+### Competitive O/CO Mining
+
+1. Read competitor reviews (positive and negative)
+2. Note objections customers raise
+3. Note what competitors claim as strengths
+4. Identify gaps in their approach
+
+## Customer Interview Guide
+
+### Who to Interview
+
+- Recent buyers (why they bought)
+- Recent non-buyers (why they didn't)
+- Long-term customers (what keeps them)
+- Churned customers (why they left)
+
+### Key Questions
+
+**Pre-purchase**:
+- "What triggered you to look for a solution?"
+- "What alternatives did you consider?"
+- "What almost stopped you from buying?"
+- "What convinced you to choose us?"
+
+**Post-purchase**:
+- "What result have you achieved?"
+- "What's been harder than expected?"
+- "What would you tell a friend about us?"
+
+### Interview Tips
+
+1. Let them talk (don't lead)
+2. Ask "why" repeatedly (5 Whys)
+3. Get specific examples
+4. Record for quotes (with permission)
+5. Look for patterns across interviews
+
+## Research Prioritization
+
+1. Start with analytics (quick, free)
+2. Add on-site survey (1 question)
+3. Review existing support/chat logs
+4. Watch 10-20 session recordings
+5. Run 5 usability tests
+6. Deep-dive interviews (ongoing)

package/skills/cro-methodology/references/funnel-analysis.md

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+# Funnel Analysis Framework
+
+Deep methodology for mapping, analyzing, and optimizing conversion funnels.
+
+## Funnel Philosophy
+
+A funnel isn't just a visualization—it's a diagnostic tool. Every business has a funnel, whether they've mapped it or not. The question is: where is it leaking?
+
+**Core insight:** Most businesses focus on the top of the funnel (traffic) when the biggest wins are often in the middle (conversion) or bottom (retention/expansion).
+
+---
+
+## Mapping Your Funnel
+
+### The Basic Funnel Structure
+
+```
+Awareness → Interest → Consideration → Intent → Evaluation → Purchase → Retention → Advocacy
+```
+
+### Simplified Business Models
+
+**E-commerce:**
+```
+Visit → View Product → Add to Cart → Begin Checkout → Complete Purchase → Repeat Purchase
+```
+
+**SaaS:**
+```
+Visit → Signup → Onboard → Activate → Engage → Convert (Paid) → Retain → Expand
+```
+
+**Lead Generation:**
+```
+Visit → Lead Magnet → MQL → SQL → Opportunity → Close → Upsell
+```
+
+**Content/Media:**
+```
+Visit → Read/View → Subscribe → Engage → Share → Become Regular
+```
+
+### Identifying All Steps
+
+List every step a customer takes from first touch to desired outcome:
+
+1. **Acquisition touchpoints** - Where do they first hear about you?
+2. **Engagement actions** - What do they do before converting?
+3. **Conversion moments** - Where do they make commitments?
+4. **Value realization** - When do they get what they came for?
+5. **Expansion opportunities** - How do they become more valuable?
+
+---
+
+## Blocked Arteries
+
+A "blocked artery" is a high-traffic path with underperformance—a point where lots of visitors enter but few progress.
+
+### How to Find Blocked Arteries
+
+**Step 1: Map traffic volume at each stage**
+
+```
+Homepage:         10,000 visitors
+Product page:     3,000 visitors (30% of traffic)
+Add to cart:      600 visitors (20% of product viewers)
+Checkout start:   300 visitors (50% of cart adds)
+Purchase:         150 visitors (50% of checkout starts)
+```
+
+**Step 2: Calculate conversion at each step**
+
+```
+Homepage → Product:     30%
+Product → Cart:         20% ← Potential blocked artery
+Cart → Checkout:        50%
+Checkout → Purchase:    50%
+```
+
+**Step 3: Compare to benchmarks**
+
+| Stage | Your Rate | Industry Benchmark | Opportunity |
+|-------|-----------|-------------------|-------------|
+| Home → Product | 30% | 25-35% | On track |
+| Product → Cart | 20% | 5-10% | Actually good |
+| Cart → Checkout | 50% | 60-70% | **Blocked artery** |
+| Checkout → Purchase | 50% | 70-80% | **Blocked artery** |
+
+**Step 4: Prioritize by impact**
+
+Impact = Traffic Volume × Conversion Gap
+
+```
+Cart → Checkout: 600 × (0.65 - 0.50) = 90 potential conversions
+Checkout → Purchase: 300 × (0.75 - 0.50) = 75 potential conversions
+```
+
+### Common Blocked Arteries
+
+| Location | Typical Causes |
+|----------|----------------|
+| Homepage → Category | Unclear value proposition, poor navigation |
+| Category → Product | Weak product presentation, too many choices |
+| Product → Cart | Missing information, price shock, no urgency |
+| Cart → Checkout | Unexpected costs, account requirement, trust issues |
+| Checkout → Purchase | Form friction, payment options, shipping cost shock |
+| Trial → Paid | Poor onboarding, unclear value, wrong timing |
+
+---
+
+## Missing Links
+
+A "missing link" is an absent or underutilized funnel stage that leaves value on the table.
+
+### Common Missing Links
+
+**Pre-purchase:**
+- No retargeting for abandoned visitors
+- No email capture before purchase intent
+- No comparison tools for researchers
+- No social proof at decision points
+
+**Purchase:**
+- No upsell/cross-sell offers
+- No subscription/bundle options
+- No referral program at purchase
+- No installation/setup guidance
+
+**Post-purchase:**
+- No email onboarding sequence
+- No check-in at key milestones
+- No expansion offers at right time
+- No advocacy program for happy customers
+
+### Missing Link Audit
+
+| Funnel Stage | Existing Assets | Missing Opportunities |
+|--------------|-----------------|----------------------|
+| Awareness | Ads, content | Referral program? |
+| Interest | Landing pages | Lead magnet? |
+| Consideration | Product pages | Comparison tool? |
+| Intent | Cart | Save for later? |
+| Purchase | Checkout | Order bump? |
+| Onboarding | Email 1 | Video tutorial? |
+| Retention | None | Check-in sequence? |
+| Expansion | None | Usage-based prompts? |
+| Advocacy | None | Referral incentive? |
+
+### Cross-Sell Mapping
+
+Map products that naturally pair together:
+
+| Product A | Natural Cross-Sell | When to Offer |
+|-----------|-------------------|---------------|
+| Running shoes | Socks, insoles | Cart/checkout |
+| SaaS subscription | Premium features | After activation |
+| Course | Coaching add-on | During course |
+| Software | Training | Post-purchase |
+
+---
+
+## Industry Funnel Patterns
+
+### E-commerce Funnels
+
+**Standard:**
+```
+Visit → Browse → Product → Cart → Checkout → Purchase
+```
+
+**Enhanced:**
+```
+Visit → Browse → Product → Wishlist/Email → Retarget → Cart → Checkout → Upsell → Purchase → Post-purchase email → Review request → Repeat purchase
+```
+
+**Key metrics:**
+- Cart abandonment rate (benchmark: 70%)
+- Checkout abandonment rate (benchmark: 25%)
+- Repeat purchase rate (benchmark: 25-40%)
+
+### SaaS Funnels
+
+**Standard:**
+```
+Visit → Trial/Freemium → Activation → Engagement → Conversion
+```
+
+**Enhanced:**
+```
+Visit → Content → Lead magnet → Nurture → Trial → Onboarding → Activation → Engagement → Conversion → Onboarding (paid) → Expansion → Advocacy
+```
+
+**Key metrics:**
+- Trial-to-paid conversion (benchmark: 3-5% freemium, 15-25% free trial)
+- Activation rate (varies by product)
+- Expansion revenue % (benchmark: 30%+ of revenue)
+
+### Lead Generation Funnels
+
+**Standard:**
+```
+Visit → Form → Lead → Sales contact → Opportunity → Close
+```
+
+**Enhanced:**
+```
+Visit → Lead magnet → Nurture → Scorecard/Quiz → MQL → SDR qualify → Demo → SQL → Proposal → Close → Onboarding → Expansion
+```
+
+**Key metrics:**
+- Lead-to-MQL conversion (benchmark: 20-30%)
+- MQL-to-SQL conversion (benchmark: 30-50%)
+- SQL-to-close rate (benchmark: 20-40%)
+
+### Subscription/Membership Funnels
+
+**Standard:**
+```
+Visit → Free content → Subscribe → Retain
+```
+
+**Enhanced:**
+```
+Visit → Free content → Email opt-in → Free trial → Subscribe → Onboard → Engage → Retain → Annual upgrade → Advocacy
+```
+
+**Key metrics:**
+- Free-to-paid conversion (benchmark: 2-5%)
+- Monthly churn rate (benchmark: 3-7%)
+- Annual vs. monthly mix (benchmark: 30%+ annual)
+
+---
+
+## Funnel Prioritization Framework
+
+### Calculate Opportunity Value
+
+For each potential improvement:
+
+```
+Opportunity = (Current Volume) × (Conversion Gap) × (Revenue per Conversion)
+```
+
+**Example:**
+```
+Current: 1,000 visitors, 2% conversion, $100/conversion = $2,000 revenue
+Potential: 1,000 visitors, 3% conversion, $100/conversion = $3,000 revenue
+Opportunity value: $1,000/month = $12,000/year
+```
+
+### Prioritization Matrix
+
+| Opportunity | Volume | Gap | Value | Ease | Priority |
+|-------------|--------|-----|-------|------|----------|
+| Checkout abandonment | 500/mo | 25% | $125 | Medium | High |
+| Add cross-sell | 200/mo | 30% | $20 | Easy | High |
+| Reduce form fields | 1000/mo | 10% | $50 | Easy | High |
+| Redesign homepage | 5000/mo | 2% | $100 | Hard | Medium |
+| Add video | 300/mo | 15% | $100 | Medium | Medium |
+
+### The 80/20 Rule in Funnels
+
+Typically:
+- 80% of revenue comes from 20% of the funnel stages
+- 80% of drop-off happens at 20% of the steps
+- 80% of improvement potential is in 20% of the pages
+
+**Focus ruthlessly on the high-impact stages before optimizing everything.**
+
+---
+
+## Funnel Visualization
+
+### Basic Funnel Chart
+
+```
+┌─────────────────────────────────────────┐ 10,000
+│            Website Visits               │
+├───────────────────────────────┐         │ 3,000 (30%)
+│      Product Page Views       │
+├─────────────────────┐         │         │ 600 (20%)
+│   Add to Cart       │
+├───────────────┐     │         │         │ 300 (50%)
+│  Checkout     │
+├─────────┐     │     │         │         │ 150 (50%)
+│ Purchase│
+└─────────┘
+```
+
+### Leakage Analysis
+
+At each stage, map where users go instead:
+
+```
+Product Page (3,000 visitors)
+├─→ Add to Cart: 600 (20%)
+├─→ Exit site: 1,500 (50%)
+├─→ Browse other products: 600 (20%)
+├─→ Check reviews/FAQ: 200 (7%)
+└─→ Contact support: 100 (3%)
+```
+
+**Insight:** 50% exit from product page—that's the primary leak to investigate.
+
+---
+
+## Funnel Optimization Checklist
+
+### Before Optimizing
+
+- [ ] Have you mapped the complete funnel?
+- [ ] Do you have baseline conversion rates at each stage?
+- [ ] Have you identified the biggest blocked arteries?
+- [ ] Have you audited for missing links?
+- [ ] Do you know your industry benchmarks?
+- [ ] Have you calculated opportunity values?
+
+### During Optimization
+
+- [ ] Are you testing bold changes, not tweaks?
+- [ ] Are you measuring the right metrics?
+- [ ] Are you waiting for statistical significance?
+- [ ] Are you documenting learnings?
+
+### After Optimization
+
+- [ ] Did conversion improve at the target stage?
+- [ ] Did downstream metrics also improve?
+- [ ] Did any metrics unexpectedly decrease?
+- [ ] Can this learning apply to other funnels?
+
+---
+
+## Advanced: Multi-Touch Attribution
+
+### The Problem
+
+Customers don't convert in a straight line. They might:
+1. See a Facebook ad
+2. Google your brand
+3. Read a blog post
+4. Leave
+5. Get retargeted
+6. Return via email
+7. Convert
+
+Which touchpoint gets credit?
+
+### Attribution Models
+
+| Model | Description | Best For |
+|-------|-------------|----------|
+| First-touch | First interaction gets 100% | Brand awareness campaigns |
+| Last-touch | Final interaction gets 100% | Direct response |
+| Linear | Equal credit to all touches | Understanding journey |
+| Time-decay | Recent touches get more credit | Short sales cycles |
+| Position-based | 40% first, 40% last, 20% middle | Balanced view |
+| Data-driven | Algorithm assigns based on data | Sophisticated analysis |
+
+### Practical Recommendation
+
+1. Start with last-touch (simplest)
+2. Add first-touch to understand acquisition
+3. Graduate to position-based for balanced view
+4. Only use data-driven with sufficient volume