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.

UX / CX Research

Our research programs aim to characterize behaviors and perceptions of your core and adjacent customers.  Why? Because we want to change these behaviors and perceptions for the better.

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.

Conversion rate optimization

Want higher revenue from the traffic you’re already getting? Don’t pour more ad spend into a leaky funnel. Let our conversion rate optimization team find & fix the weakest spots in your website so you get the wins you want.
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A headshot photograph of Speero's customer experience clients, Alexander Robinson.
“We had previously engaged with some of the biggest UX and CRO agencies in the country but it felt like they hadn’t even been on our website. Speaking to you guys, you’d already identified some issues on our very first call. We knew we were talking to the right people."
Alexander Robinson, Director, PMO at RevZilla

What are the benefits of doing CRO?

Conversion rate optimization (CRO), also referred to as conversion optimization, is the process of understanding what drives and blocks a user from making a purchase or specific action on your website. Once we have insight into your users’ pain points, we can use A/B testing to find the best possible solutions that encourage more conversions, revenue, and long-term profit. 

What type of business?
We provide CRO services for medium to large enterprises. You’ll need at least 100,000 unique visitors per month to your website. If you’re a smaller company, check out our conversion research service.

What’s the commitment?
Our conversion rate optimization programs start from 10,000 USD per month on a 12-month program. This includes everything from analytics audits and maturity assessments to user research and test execution. You’ll work with our team of CRO strategists, designers, developers, QA, and project managers to execute your program. 

What will my conversion rate optimization program look like?

Discovery

We’ll audit your testing and analytics tools to ensure we have reliable data. We also learn more about your business and the current process for running tests.

Kick-off

We bring together people from across your business, sharing knowledge about the program, and aligning the testing objectives with wider business goals.

Maturity Audit

We evaluate your performance in:
●   CX strategy & culture
●   People & skills
●   Process & methodology
●   Data & tools
From this, we provide guidance on where and how you can improve your experimentation practices.

Training with CXL

We give your team access to CXL training courses to help fill any gaps in their optimization know-how.

Research

We kick off our first research sprint. These happen throughout your program. Different methods are used based on our research aims, including.

Insights drawn from the research are used to create hypotheses for testing, and inform the persona and customer journey mapping sessions



Ongoing customer research used to draw fresh insights and hypotheses.

Ideation sessions

We develop creative test treatments using UX design principles and consumer psychology to give your experiments the best chances of success.

Prioritization

Using the PXL framework we prioritize the hypotheses we developed in month one based on potential impact.

Optimization roadmap

Using the findings from the CX maturity audit, prioritized hypotheses, and the CX vision.

Ongoing Experimentation

We get down to testing straight away in the first month of working together. Going through cycles of implementing tests, QA-ing, and post-test analysis. We’ll share the results in experiment scorecards, or an experiment knowledge base, that we help you create.

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Conversion Rate Optimization Case Studies

The logo of the company, P&G, which is one of Speero's customer experience clients.

$1.5 million in additional revenue

For Procter & Gamble, by experimenting and improving their customer experience.
Read more »

The logo of the company, Mongo DB, which is one of Speero's customer experience optimisation clients.

0-100 experiments

We helped MongoDB embed an experimentation culture that scaled from 0 to 100 tests per year within 6 months of working together.
Read more »

The logo of the company, Revzilla, which is one of Speero's UX optimization clients.

$2M additional revenue

A single research-backed recommendation for RevZilla delivered $2M in annualized revenue.
Read more »

A headshot photograph of Speero's customer experience client Justin Winter.
“Speero has been an indispensable resource for us to lead our CRO program. Our investment and ROI with them is one that I wish I could get everywhere else we spend our money. Highly recommended with no reservations.”Justin Winters, CEO of Diamond Candles

Conversion Rate Optimization FAQs

Why is conversion rate optimization important?

Conversion rate optimization is important for several reasons:

● CRO is a scientific and systematic method used to improve revenue.
● It prevents you from doing something that harms conversions or wastes resources on things that don’t have a positive impact. 
● Enables you to understand your customers at a deeper level.
● Promotes data-driven decisions rather than decisions based on gut instinct.

What is a realistic conversion rate?

Your conversion rate depends on a variety of factors, which range from your industry, types of products or services, price point, brand, traffic sources, and user experience. For this reason, it’s difficult to define a realistic ‘one-size-fits-all’ conversion rate. 

The main thing is to ensure you are progressing and moving forward each day. Plus it’s important to remember that your conversion rate is a good guide metric but it doesn’t always lead to higher revenue which is why it’s important to measure other metrics around revenue, profit, AOV, etc.
 

How long should you run A/B tests for?

Our experiments typically run for one to two business cycles. We recommend running tests for a full week at a time, so for example 7, 14, 21 days, etc. But this is always customized based on the test and client. Before we run a test we will calculate the minimum detectable effect or MDE which is the smallest change we can significantly measure, typically with a confidence level of 95%. This helps us to calculate the amount of traffic and conversions we need to see in each of the different variations for the test to be concluded

Try out our handy A/B test calculator for guidance.

What ROI can I expect?

Our main goal here at Speero is to make your customers happy and give you the best ROI we possibly can. We aim to provide you with 2-5 times your investment. 

Our experience speaks for itself. We have worked with clients for over 6 years, who are still getting ROI as a result of working with us. 

What areas can you experiment on?

Our main goal is to make your customers happy and give you the best ROI we possibly can. We aim to provide you with 2-5 times your investment. Our experience speaks for itself. We have worked with clients for over 6 years, who are still getting ROI from working with us.

What is the conversion rate optimization process?

Our conversion rate optimization process starts by performing in-depth conversion research. We use a range of research methods from our ResearchXL methodology. This helps to identify pain points and areas of friction. 

We then form hypotheses based on our analysis of the data and prioritize them keeping the customer and business impact in mind. 

Next, we create innovative test treatments that call on our consumer psychology and user experience design expertise, giving each experiment the greatest chance of succeeding.

Following this, we focus on increasing the number of experiments we run and learnings we make, as well as upskilling internal teams and improving the culture of data-driven decision-making.

Which metrics should you track in conversion rate optimization?

Conversion rate optimization is quite a misleading term because it isn't just about conversion rates. If you only focus on the number of conversions, you might find you also increased returns or decreased AOV–negatively impacting revenue or profit overall.

Therefore you should always track conversion rate alongside a range of other important metrics. Learn more about CRO metrics here.

Should CRO be a one-off project or an ongoing project?

Conversion rate optimization should always be an ongoing project. If you’re not moving forward you’re falling behind.

CRO allows you to push past your competition and hopefully encounter the fun problem of hitting your local maximum (and working out how to move way beyond it.) 

Speero works with many advanced CRO clients who have been optimizing their experiences for years. We can help you innovate and continue to push the boundaries of your existing experience.

What is a test hypothesis?

A hypothesis is an assumption. It usually follows this format, making it testable and measurable;

If [we do X], then [we expect this result], because [the rationale based on research insights].

Let’s kick things off.
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