Ensure customers are effectively moving through your purchase funnel
Understand points of confusion or clarity while they complete a flow
Evaluate potential improvements to your landing page based off points of friction
Test a competitor’s landing page to find opportunities for a competitive advantage
Interviewing, recording, and watching your visitors gives you another layer and dimension of understanding that written feedback and analytics alone might not give you. Whether you choose to do in-person testing or remote testing, following along on a user’s screen as they interact with your landing page puts you in the user’s shoes and helps you see your landing page through their eyes.