Jill is in the process of conducting conversion rate optimisation (CRO) for their business, Stovesy. Jill understands that the first step in the CRO process is to identify opportunities on Stovesy's site and app. Carrying out quantitative and qualitative research achieves this outcome. Which of the following insights are part of quantitative research when it comes to CRO?

Data insights are the core of quantitative research in CRO. This involves analyzing numerical data from tools like Google Analytics, heatmaps, and A/B testing platforms to understand user behavior patterns, identify conversion funnels, and pinpoint areas of friction. Quantitative data answers "what" is happening on the site, such as bounce rates, conversion rates, and traffic sources. Brand insights, competitive insights, and user insights are typically derived from qualitative research (e.g., surveys, interviews, usability testing) or a combination of both, providing context and understanding "why" users behave a certain way, rather than just the numerical data itself.