You're likely to be up all night wondering why your conversion rate is so low, but the question you should ask yourself isn't “Why aren't people using it?” instead “How can I find out all the reasons why people are using it and prioritise them?”. To do this, you can use the 5 Whys technique to identify root causes of problems. This involves asking “Why” five times to drill down to the underlying issue. However, be careful not to assume you know the answer without verifying, as there may be multiple potential answers and using anecdotes to make decisions is a poor way to inform product choices. Researching user behavior through A/B tests can also provide insights, but it's limited in its understanding of user motivation and desire. By prioritizing problems based on their root cause and quantifying them, you can define projects that focus on improving user experience and ultimately grow as a company by solving high-level problems.