Manual work before automation reveals real problems

We should have gone out and stood out front with a promo code, and handed it out in certain forums, and seen if that changed customer behavior, before going and asking for the product resources.

Put live chat customer support in your app 24 hours a day. It sounds insane. It's like the whole point of tech is you don't need to do that. But then users get this white glove experience, and that eliminates another confounding variable.

Before you buy any tool, don't even think about tools. Can you manually find 30 people that you want to spend 15 to 20 minutes writing a rock solid note to?

When I do this audit, there are so many low hanging fruits usually in this process. For example, one client, when I go to the checkout flow, the kind of checkout form is so confusing. They ask a bunch of questions that only let's say UK customer need. Every other places they don't need to answer, but they ask the question anyway. And I as a US based person is very confused and I drop off at that point.

The biggest mistake people make is SEO is one of those things that, you can try and automate it, you can do a lot of things that save you time, but it never stops being time-consuming. And to do it well, it is going to be time-consuming.