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.

Increasing ecommerce loyalty and conversion rates

The Challenge

Adore Beauty is an Australian online cosmetics retailer founded in 1999. The team turned to a partnership with Speero to achieve two things; 

  1. Use A/B testing to grow revenue. 
  2. Bring people together from marketing, merchandising, and technology teams to deliver a better customer experience.

The Solution

We started by running our test bandwidth calculator to work out how many tests we could run and where by mapping out each page of the funnel. 

Once we established the test velocity, we began to identify the main problems and opportunities by running quantitative and qualitative research using our Research XL methodology. The output of ResearchXL is a mega 100+ slide deck covering all findings. This was provided in different formats across the Adore business to build a shared understanding of where we needed to focus and why. 

To make sense of all of the research findings, we bucketed the biggest opportunities and problems into focus areas, such as UX friction or clarity and discoverability.

Alongside Research XL, we created a goal tree map to show the connection between company goals and experimentation metrics and tactics. This helped to show that rather than focusing solely on conversion rates of new customers, it’s important to increase loyalty and AOV to impact revenue.

Once we began testing, we were able to look at cohort data to understand the test impact on loyalty and AOV, as well as overall conversion rate and revenue. 

We also wanted to make it easy for people across Adore Beauty to provide their test ideas, so we created a simple Airtable form to collect submissions. Once ideas were proposed, we let the data do the talking. Using our PXL prioritization framework, we were able to rank ideas to find those with the highest potential impact to move forward with.

“When ideas were being pushed through our pipeline to be tested, other teams would suggest additional ideas. We'd say, ‘That's an interesting idea; let's test it.’ We changed the conversation from just implementing things or being an order taker for new ideas to ‘let's test it and see what works for the customers.”

Josh Rowe, Head of Product at Adore Beauty.

All stakeholders were kept engaged with the program via internal updates in project management tools, weekly newsletters, monthly updates, and executive summaries for their board-level audience. And our program management dashboard helped Adore make decisions and see the real-time status of work.

“While some tests were easy calls, others were contentious, where we needed buy-in. So, getting tests agreed, scheduled, and reviewed from a technical point of view and then providing results to different stakeholder groups was really important. There was some real rigor put into providing a clear dashboard so that I could drive decisions as the single point of contact for all the different business areas.”

Josh Rowe, Head of Product at Adore Beauty.

We ran tests across the solution spectrum, from small iterative to large disruptive tests. And because we had been testing for so long and ran so many tests, we needed to record our work clearly. Each test was written up into a single ‘scorecard’ —a living document covering the test's life. It covered;

  • Primary metrics
  • Problem/opportunity
  • Hypothesis
  • Test outcome/takeaway 
  • Next steps

These scorecards helped with program management and accountability and provided a record of previous tests to form a knowledge base.

The Results

  • Record growth over the past 4-5 years, and in 2022 ​​Adore Beauty reported $200 million in revenue, with 60% attributed to its loyalty program.
  • 6+ years successful working partnership between Adore Beauty and Speero. 
  • Built an experimentation mindset across the business.

Key Takeaways


Establish where to test to make the most money.

Based on your website metrics, work out where you can get meaningful results using our test bandwidth calculator.


Map your goals

Use our goal tree map template, create a hierarchical visual representation of goals, and understand their interdependencies.


Balance the type of tests your run.

From iterative to disruptive, different types of tests can deliver different results. Understand where your tests fall on the solution spectrum using our blueprint

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