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.

Informing team direction through ResearchXL

The Challenge

The BigCommerce web team offers a shared service supporting other stakeholders across initiatives, launches, and projects. It meant they were caught up in the whirlwind of day-to-day tasks, with little time to take a step back and objectively analyze their buyer journey or prioritize what they worked on. 

At this time, BigCommerce was also undergoing some tech stack changes, meaning they didn’t have the necessary tools for some forms of research and data collection.

The Solution

Speero began this ResearchXL project by providing alternatives and workarounds to capture data. Some of the research we wanted to do was not possible due to technical challenges. Still, we found options, such as gathering data through Wynter and a workaround using Optimizely to conduct site surveys.

“We were very excited about the expertise that your team has. It's very clear talking to your team that you are the experts in this field and very broadly too—being able to take on different businesses.”

Jeremy Adam, Director of Web Strategy at BigCommerce

After conducting quantitative and qualitative research, Speero delivered a prioritized list of insights in Airtable and presented the findings to the BigCommerce team. There were a lot of similarities between Speero’s results and themes identified by the BigCommerce product marketing team using ProfitWell. This added further weight to the importance of the problems and opportunities identified. 

These insights helped BigCommerce realign its web team on the top priorities. Seeing similar themes emerging, they knew they needed to focus on product messaging, so they hired an additional team member to focus on the task.

“The research insights were super helpful. They informed some of the directional thinking around what we should be focused on in H2.”

Jeremy Adam, Director of Web Strategy at BigCommerce

The Results

  • Overcame technical limitations to conduct quantitative and qualitative research.
  • Uncovered significant opportunities to improve the user buying journey.  
  • Gained stakeholder alignment on goals by objectively prioritizing the research findings.

Key Takeaways


Ensure your tool stack is fit for purpose.

Use our tool stack blueprint to understand the main tools you need for various use cases.


Select the correct research method for the job.

There are many research methods, but each requires different levels of investment and effort. Use our blueprint to help decide which method to use.


Make sense of your research findings.

Objectively score your findings to help surface the biggest opportunities or the most important findings. Use our PXL framework to help you prioritize insights.

Let’s kick things off.
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