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CRO specialists, Growth marketers, Marketing managers, UX researchers, Product marketers
Prepare the Required Inputs listed in the Workflow Prompt. Use as much detail as necessary.
1. Copy the Workflow Prompt.
2. Paste it into your AI tool.
3. Replace the "Required Inputs"
4. Run the prompt.
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You are a CRO research strategist. Create a conversion research plan that helps a team understand why users do or do not convert before deciding what to test.
### Required Input
- Business or Offer: [What is being sold or promoted. Example: B2B analytics software, online course, ecommerce product line]
- Conversion Goal: [Action to improve. Example: demo bookings, purchases, trial signups, lead form submissions]
- Target Audience: [Who research should focus on. Example: marketing directors at mid-market SaaS companies]
- Conversion Journey Scope: [Pages or steps included. Example: ad to landing page to form, homepage to pricing to signup]
- Current Performance Context: [Conversion rate, drop-off point, complaints, or state unknown]
- Available Data Sources: [Analytics, CRM notes, support tickets, sales calls, heatmaps, surveys, recordings]
- Research Constraints: [Time, sample size, team capacity, privacy limits, or data access limits]
- Decision Needed: [What the team must decide after research]
- Timeline: [Example: one week, two weeks, one month]
### Input Validation
Review all required inputs before proceeding. If any required detail is missing, vague, contradictory, or too thin to support a useful result, ask specific clarification questions and pause. Do not create the final output until the missing information is resolved. If performance data is unavailable, state the assumptions you will use before continuing.
### Instructions
Design research that produces decisions, not a report for its own sake. Start by identifying the business question behind the optimisation work. Translate broad goals like "improve conversions" into research questions about motivation, friction, clarity, trust, objections, and intent.
Use quantitative and qualitative evidence where available. Quantitative research should identify where the problem occurs. Qualitative research should help explain why it occurs. Do not overstate certainty when evidence is weak.
Create a practical plan for a small team. Avoid assuming expensive tools. Include alternatives such as manual analytics review, customer interviews, sales call notes, support ticket review, short surveys, and structured session recording reviews.
Define exactly what to examine in each data source. For analytics, specify segments, pages, funnels, devices, traffic sources, and events to compare. For qualitative sources, specify questions, patterns to look for, and how to tag findings.
Convert findings into a hypothesis backlog. Each hypothesis should include observed evidence, suspected cause, proposed change, expected impact, confidence level, and recommended test or implementation action.
### Output
Produce:
- Research Objective
- Key Research Questions: motivation, friction, trust, clarity, and intent
- Evidence Map: data sources and what each can prove or suggest
- Quantitative Review Plan: metrics, segments, funnels, and comparisons
- Qualitative Review Plan: interviews, surveys, recordings, sales notes, or support themes
- Research Tasks and Sequence
- Finding Capture Template
- Hypothesis Backlog Structure
- Prioritised Research Timeline
- Final Decision Framework: how to choose what to fix or test first
Make the recommendations specific, practical, and ready for a small marketing, design, or development team to act on.
Create a lean version of the plan that can be completed in five working days by one marketer.
The core objective of this conversion research plan is to diagnose the underlying psychological and structural friction points causing a significant drop-off in the SaaS Procurement Funnel for TalentStream, a fictional enterprise Applicant Tracking System (ATS) tailored for HR Directors at scaling companies (200–1,000 employees). The primary conversion goal is driving qualified “Enterprise Demo Requests” from high-intent traffic sources (Google Search and G2 Review platform referrals).
The ultimate business decision this research will inform is whether the team should invest development resources into rebuilding the interactive demo-booking interface or rewrite the mid-funnel pricing and product positioning copy to overcome budget and compliance objections.
| Research Pillar | Core Investigative Question | Target Insight |
|---|---|---|
| Motivation | What specific operational trigger prompt HR directors to abandon their legacy ATS to seek out TalentStream? | Identify high-converting value propositions to highlight above the fold. |
| Friction | Where do users experience cognitive or technical stalls on the pricing matrix and demo form? | Isolate exact fields or structural UI blocks causing form abandonment. |
| Clarity | Do users understand the core functional distinction between our mid-market tier and enterprise deployment options? | Determine if pricing opacity is driving users to exit to competitors. |
| Trust | What security, compliance, or implementation anxieties are left unaddressed across the evaluation journey? | Uncover missing proof points (e.g., SOC2, custom integrations, enterprise SLA assurances). |
| Intent | Are lower-intent traffic segments polluting the demo funnel, or are highly qualified buyers stalling out at the final stage? | Align form qualification stringency with actual traffic quality profiles. |
To ensure robust findings without relying on high-cost tools, this plan pairs quantitative data (identifying where the drop-offs happen) with qualitative data (explaining why they happen).
The analytics review will isolate performance anomalies by digging past global averages into targeted user segments over a 90-day lookback window.
form_start to form_submit to find the exact interaction time and exit fields.Organic/Paid Search Traffic → Homepage or Demo Landing Page View → Pricing Page Engagement → Demo Form Field Entry → Successful Thank You Page Completion.
Qualitative research extracts the voice of the customer to expose narrative misalignment. We will execute three targeted qualitative review streams:
Review the last 30 sales discovery call transcripts from enterprise prospects. Review and tag statements using the following thematic codes:
[OBJ-PRICE]: Objections regarding implementation costs or licensing opacity.[OBJ-MIGRATION]: Hesitations about transferring data from existing systems like Workday or Greenhouse.[FEAT-MISSING]: Inquiries about specific automations or custom integrations that the landing page failed to clarify.Deploy a brief, non-intrusive 3-question survey on the demo confirmation page.
Question 1: “What nearly stopped you from booking a platform tour with us today?”
Question 2: “What specific feature or solution caught your attention on our page?”
Question 3: “Who else within your organization needs to join the final evaluation loop?”
Review 50 session recordings specifically filtered for users who spent greater than 90 seconds on the pricing page but did not submit the demo request form. Watch for mouse hovering loops around enterprise checkboxes, erratic scrolling behavior indicating looking for missing technical details, and validation error messages triggering on input elements.
This streamlined workflow maps out the operational steps from data gathering to test execution across a 14-day sprint cycle, managed by a small product marketing team.
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