Experimentation / CRO

Experimentation and Testing Programs acknowledge that the future is uncertain. These programs focus on getting better data to product and marketing teams to make better decisions.

Research & Strategy

We believe that research is an integral part of experimentation. Our research projects aim to identify optimization opportunities by uncovering what really matters to your website users and customers.

Data and Analytics

90% of the analytics setups we’ve seen are critically flawed. Our data analytics audit services give you the confidence to make better decisions with data you can trust.

Establishing experimentation for a two-sided Ecommerce business

The Challenge

Butterfly Network sells ultrasound equipment to two distinct user groups—individual consumers via self-service ecommerce and healthcare organizations via 1-1 sales. 

The Butterfly Network team understood that experimentation could drive many growth opportunities, given their two separate paths to conversion. But they needed to align stakeholders on different sides of the business to ensure they had the internal resources and buy-in for experimentation to be successful. To do this, they needed to show the value of testing and provide actionable insights for each conversion path.

The Solution

We ran our full-service experimentation program alongside the Butterfly Network team. We used;

  • Our test bandwidth calculator to show which areas of the website held significant opportunities.
  • ResearchXL to gain insights into friction and pain points. 
  • PXL to prioritize the hypothesis objectively. 

Our ResearchXL work combined qualitative and quantitative research methods, such as user testing, copy testing, heuristics, and UX design audits. This allowed us to provide a holistic view of the customer journey and helped us build a roadmap supporting each commercial channel.

“We kicked off with ResearchXL, and I'll tell you what, I wouldn't start another job in growth marketing, digital marketing, or demand generation without utilizing Speero to conduct a ResearchXL study…This is incredible whether you're starting to get a footing in a new role or seeing the need to optimize your user journey.”

Yuri Daniels, Sr. Director of Digital Marketing, Demand Generation & Ecommerce at Butterfly Network, Inc.

The Butterfly Network website caters for two distinct user journeys.

Our framework helped align stakeholders across the company by providing a data-backed business case for supporting the program. Our structured approach meant we could increase the quality and number of tests. 

Whether the test was to validate new products or marketing campaigns, we were able to pass learnings back to the marketing, product, and executive teams to inform the broader growth strategy and future commercial priorities.  

“Speero was instrumental in helping to define our experimentation framework. Analyzing the results as they came in, and giving us reports we could have in our back pocket as we made business decisions driven by data.”

Yuri Daniels, Sr. Director of Digital Marketing, Demand Generation & Ecommerce at Butterfly Network, Inc.

Speero’s technical team configured the analytics to track and measure the lift from any experiment. Our program lead ensured internal groups were progressing with any necessary internal work and discussed upcoming experiments and results.

We prioritized tests that would inform business decisions, such as what pricing or packages work best. Butterfly Networks wanted to introduce new modular pricing called “Pro Custom” on their ecommerce store. Through experimentation, we could test this new pricing structure and measure each stage of the signup flow. Seeing where the drop-off was helped to inform and refine their approach toward specialty-driven packages.

"All teams can benefit from working with Speero, especially creative, product, and executive teams. This is in addition to anybody in marketing launching a product to a new audience to understand what resonates and what copy works. Or anyone in a high-velocity business, whether that's traffic, transactions, demo requests, leads, etc.”

Yuri Daniels, Sr. Director of Digital Marketing, Demand Generation & Ecommerce at Butterfly Network, Inc.

The Results

  • Increase the number and quality of tests via data-backed hypotheses and prioritization.
  • Gained support and resources from stakeholders across the business by showing the value of experimentation.
  • Informed significant business decisions around pricing and product.

Key Takeaways


Gain valuable insights into your customers.

Use the ResearchXL framework to understand what and where to conduct research so that your hypotheses are based on user insights.


Pick user research methods based on your objective.

The ResearchXL framework shows you all the different research methods, but how do you know the best one to use? Get our research method framework to help you weigh up options based on value and effort.


Use a systematic approach to prioritizing tests.

Once you have developed data-informed hypotheses, it’s essential to continue the scientific approach by using a prioritization framework like PXL.

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