What do they actually click?

This is where the expert review stops and the data starts. Everything in P, A, and C is informed opinion — Events shows whether customers behave the way you predicted. (We dug into the data itself in session two.)

predict, then check

For each problem you noted, write the behavior you'd expect to see if you're right:

• "the size guide is hard to find" → few size-guide clicks, back-and-forth around the size picker
• "the ad's discount isn't visible" → that campaign bounces more than other traffic
• "reviews are buried" → heavy scrolling before add to cart, clicks on stars that go nowhere

then look at

• the click path — what add-to-cart visitors click vs. those who leave
• heatmaps + scroll maps — dead clicks, and whether people ever reach the criteria
• session recordings — hesitation, rage clicks, errors
• segments — desktop vs. mobile, by traffic source, by browser

No tracking on add to cart, variants, or the size guide? That's a finding too — fix the tracking first.