Heatmaps (Hotjar or Clarity)
For visual attention patterns. Where do people click, where do they ignore, what do they try to click that isn't a link.
Session recordings
Watch 10 sessions of people completing (or failing) the core funnel. You'll learn more than any analytics dashboard tells you.
On-site polls
Short, single-question polls at friction points. 'What almost stopped you from completing this?' Answers form half of our experiment backlog.
Customer interviews
5 interviews with recent customers. Their words become your copy. Their confusions become your tests.