Before testing, understand where users drop. An analytics audit finds the bottlenecks.
Heatmaps show where users click. Session recordings show what they do. Both reveal issues data alone misses.
Quick on-site surveys catch users in context. Used well, high signal.
Watch real users try to use your site. Reveals friction invisible to you.
Talking to users reveals what data can't. Especially the 'why' behind behaviors.