A decade ago, testing a customer journey with facial coding or eye tracking meant bringing respondents into a physical lab, one at a time, with dedicated hardware and a research team on hand to run the session. That approach was accurate but slow, expensive, and …

A pain point that never becomes a support ticket, a complaint, or a churned account is still a pain point it’s just an invisible one. Customers rarely report every moment of friction they experience; most simply hesitate, work around the problem, or quietly disengage without …

Most conversion rate optimization starts with a symptom a form with a high abandonment rate, a pricing page with a steep drop-off and works backward toward a guess about the cause. Customer journey testing flips that order. Instead of guessing why visitors leave, it observes …