Rishi Rawat Doesn’t Do User Research

Research Limitations

Rishi Rawat challenges the conventional reliance on user research in conversion rate optimization (CRO). He argues that traditional research methods are often biased and inefficient, as they depend heavily on how questions are framed and who is asked 1. Rishi emphasizes the importance of making informed decisions with minimal data, leveraging intuition alongside analytics. He states, "We have this new breed of marketers that has access to data that we've never had. So we've overcorrected to saying, data is everything, intuition is nothing" 2.

   

Problem Focus

Rishi advocates for a focused approach to problem-solving in CRO, emphasizing the need to concentrate on singular issues. He believes that understanding the core problem is crucial, as solutions are plentiful once the problem is clearly defined 3. Meditation and deep contemplation are tools he uses to gain a three-dimensional view of the problem, allowing for innovative solutions. "The better thing to do is to singularly focus. You could be totally wrong, but at least you've picked one thing," he asserts 3.

   

Building Trust

Building trust is central to Rishi's strategy for conversion optimization. He highlights the importance of addressing potential buyers' questions about trust and product uniqueness before they even consider purchasing 4. By focusing on these pre-purchase steps, Rishi eliminates the need for extensive user research, instead relying on client insights and targeted questioning. "We need to, when you think about it from that perspective, there's a very similar checklist. Like I said, they want to know why should I trust you? Why should I trust your product?" he explains 4.

   

Innovative Methods

Rishi employs innovative methods to uncover buyer motivations and product truths without direct user research. He engages clients in deep questioning to reveal genuine insights about their products, challenging them to articulate what makes their offerings unique 5. This approach bypasses the biases of traditional research, focusing instead on the client's expertise and perspective. "Instead of doing one too many research, I'm doing research with one person within the client's building," Rishi notes 5.