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.

Helping a FinTech grow into a unicorn

The Challenge

Founded in 2010, Tipalti offers accounts payable, procurement, and payment automation software across 196 currencies.

Up until 2019, their focus was on the growth of non-branded traffic. It was a very successful strategy that led to a 5x increase in non-branded traffic over the first year. At this point, the challenge evolved into an optimization challenge, converting the high traffic volume into leads, opportunities, and paying customers.

While Tipalti had an existing CRO agency that had helped them run tests, there was a lack of buy-in for CRO. As such, experiments could be impacted by the red tape of the approval process from stakeholders across the business. These challenges meant they had outgrown their original agency.

The Solution

The Tipalti team chose Speero to help them advance their testing program, drive conversions and gain support for experimentation. We ran our full experimentation program alongside the Tipalti team, conducting research, implementing and running the testing workflow, and reporting on results. 

Our first job was defining the metrics the Tipalti executive team had requested. The Speero team identified the goals and KPIs crucial to driving overall business success, disregarding any vanity metrics which only acted as a distraction.

Once the KPIs were agreed upon, it was time to introduce clear and robust processes for conducting research, forming hypotheses, and running experiments to build confidence in the program. But it’s not enough to just be good at execution. Communication was a central component needed to create buy-in across the business. This is where our reporting helped to explain why various experiments needed to be conducted and how they were prioritized, showing such decisions were based on sound research and data, not conjecture.

“I think that the decks [and data] you guys have sent over our way to help us communicate those experiments were on another level.”

Logan Bryant, Senior Manager, Inbound Marketing

The Results

Advanced testing. Before Speero, Tipalti had a narrow view of experimentation due to limited research and data sources. Speero used Research XL, which provided many more layers of information, quantitative and qualitative, than had been provided before. This helped Tipalti gain insights they wouldn't have had and allowed for more advanced hypotheses and tests.

Matured experimentation program. By implementing our robust testing process and sharing essential information with stakeholders in a way that was easy to consume, Speero was able to increase buy-in for experimentation across the business.

Converting high traffic volume into meaningful engagement and leads. Today Tipalti’s customer base has surged to more than 3,000 as transactions have increased by 50%.

“It was very, very clear from going through the Speero processes and reporting that Speero’s strengths are as a mature, developed, and professional large-scale agency that focuses on clients exactly like ours. There's just more support from Speero in terms of resources and the ability to make those processes run like clockwork.”

Logan Bryant, Senior Manager, Inbound Marketing

Key Takeaways


Reporting is an essential part of building support for your experimentation program

Use our blueprint to help you engage people across your business and create a culture of experimentation.


Ensure business goals and objectives are connected to the experimentation program KPIs.

Use the goal tree mapping blueprint to help you identify metrics crucial to the company's success and how they connect to your testing goals.


Use quantitative and qualitative research methods to generate deeper insights about users and their conversion journey.

Use the Research XL model to help you plan the research needed to identify opportunities for website optimization.

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