When it comes to analyzing customer pain points, ecommerce experts generally fall into two camps. The first believes in forensically observing user behavior to see what people do. The second focuses on building structured customer journey maps and analyzing feedback to understand what people say.
Camp A: The Behavioralists
This group argues that the most potent insights come from watching real people interact with your site. Ed Dawidowicz, on an episode of Ecommerce Conversations, makes a strong case for the power of simply observing users. This isn
