Micro Jobs To Be Done Research for eCommerce CRO

I’ve been talking a lot this week about understanding your customers and their intentions.

Even sharing the Customer Intent Mapping GPT to get AI to do it for,

But there is still nothing more powerful than picking up the phone and asking actual customers.

Got 2 hours to spare next week?

Here’s how to run 5 x micro Jobs To Be Done (JTBD) calls with recent first-time customers.

1. Find the customers

Filter your most recent orders from first-time buyers and send them a quick personal email:

Hi ,

I’m [your name], the [your role] at [your company].

I saw you placed your first order yesterday, thank you so much!

I find it incredibly helpful hearing first-impressions straight from our new customers.

Would it be possible to schedule in a 15 minutes chat at a time that suits you?

In return I'll send over a small gift as a thank you for your help.

Grab a slot that suits: [insert your calendar link]
(or just reply with a time).

Thanks again for supporting our business.

[your name]

2. Use this micro JTBD script

• “Walk me through the second you realised you needed X.”

• “Which competitors or alternatives did you consider?”

• “What almost stopped you from paying?”

• “Which screen or detail made you stall?”

• “What finally pushed you over the line?”

• “After ordering, what worried you?”

• “Have you experienced buying this elsewhere (what was good/bad)?”

Remember: Record with an AI tool to get a transcript.

3. Identify the fears/anxieties and generate ideas to test

Read the transcript, highlight the most common themes.

• “I wasn’t sure the colour would match my living room” - Add unfiltered customer photos right under the hero image.

• “Delivery said 3-5 business days, I needed it by Friday, so I wasn't sure it would arrive” - Show a live ETA date and promise free express if you miss.

• “The returns process looked like it might be a hassle, but I took a chance anyway” - 2 new badges on PDPs and Cart: “Includes prepaid returns label & instant refund on scan.”

4. Fix your messaging (everywhere)

• Call them out as USPs

• Badges on your PDPs.

• One-liners in the cart and checkout

• Reminders in the confirmation email.

5. Do it again next month...

Sound like something you don't have the time for?

We can help, just hit reply, and we can arrange a call to discuss.

Chat soon,

Peter