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.

Customer experience optimization

We offer customer experience optimization programs to find and fix the weakest spots in your customer journey—so you can delight and retain your customers and drive new revenue.
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The black and white logo of the company, P&G, which is one of Speero's conversion optimization clients.The logo of the company, Miro, which is one of Speero's UX optimization clients.The logo of the company, Code Academy, which is one of Speero's conversion optimization clients.The black and white logo of the company, Grub Hub, which is one of Speero's website optimization clients.The logo of the company, Monster, which is one of Speero's UX optimization clients.The logo of the company, Mongo DB, which is one of Speero's customer experience optimisation clients.The black and white logo of the company, Dermalogica, which is one of Speero's conversion optimization clients.The black and white logo of the company, ebay, which is one of Speero's conversion optimization clients.The black and white logo of the company, AXA, which is one of Speero's UX optimization clients.
A headshot photograph of Speero's customer experience client Dan Layfield, the growth product manager at Code Academy.
“We knew we should be shipping a large volume of experiments but we didn’t know-how. The first few experiments we tried missed the mark. But then we started working with Speero who came in and helped us with tooling, research, statistics, and the processes needed to run experimentation at scale."
Daniel Layfield, Growth Product Manager at Codecademy

Who is a CXO program for?

Companies with at least 100,000 unique visitors per month to their website. We need this to run statistically valid tests to effectively optimize customer experience. 

If you’re a smaller company but you still want to optimize your customer experience, check out our conversion research service instead.

What will my customer experience optimization program look like?

Your Customer Experience (CX) optimization program improves your customer journey by testing strategic elements, such as your proposition, pricing, and the product itself.


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 experiments.

CX Strategy Kickoff

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

CXO 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.


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.


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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Customer Experience 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 »

A headshot photograph of Speero's customer experience clients, Alexander Robinson.
“I’d gone on your site and read everything. I thought these guys know what they are talking about. 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

Customer experience optimization FAQs

What is CX optimization?

Customer experience (CX) optimization is the process of analyzing and improving the journey your customers take when engaging with your business. The process involves:

Gathering data and conducting research throughout your customer experience to identify opportunities and problems.
● Creating hypotheses and prioritizing them with the customer and business impact in mind.
● Running experiments to scientifically validate customer experience improvements. Solutions could include changing designs, copy, UX, propositions, pricing, and product features.

What’s the difference between CX and Conversion Rate Optimization?

Conversion rate optimization (CRO) tends to focus on website metrics such as conversion rates, click-through rates, return rates, average order values, etc. but it lacks wider context from the rest of the customer journey, before and after the website.

A CX optimization program measures user, visitor, and customer satisfaction as well as lifetime value, NPS, and metrics specific to other touchpoints in the journey.

Both practices are concerned with driving more revenue.

What's the difference between CX and UX?

While they sound similar, there are key differences between CX and UX practices.

Customer experience is concerned with the overall impression people form based on a whole range of experiences and interactions with your business. 

User experience is a smaller part of the overall customer experience, referring specifically to the level of ease and clarity a customer has when they use your product, website, or app.

Why Is CX optimization important?

Almost half of companies who invest in experimentation see at least a 10% increase in revenue according to Optimizely. But without data, research, and experimentation, knowing which CX changes will be successful is anyone’s guess. So you need CX optimization to systematically drive better results.

How can I improve CXO in my business?

There are many ways to improve your customer experience optimization program, which include:

● Board-level buy-in and representation for customer experience.
● A business culture that supports customer centricity, experimentation, and a test and learn approach.
● A dedicated team of people with skills in data analysis, research, consumer psychology, design, UX, statistics, front end development, and quality assurance.
● Set processes for gathering and interpreting user data, prioritizing ideas, running experimentation, and sharing the learnings.

How do you determine core customer experience strategy objectives?

To run an effective CXO program, you need to align your objectives with the overall goals of the business.

North star metrics for companies are usually in three buckets:
1. Revenue
2. Customer experience
3. Operations and process

CX Optimization can focus on all three, but places special emphasis on customer experience and tying these objectives to measurable revenue uplifts. For example, your CXO objective might be to improve the satisfaction score of customers who purchase from you by 10%. If you meet this objective it will drive $XM in revenue.

What is a CXO roadmap?

A CXO roadmap sets out experiments or activities that are intended to improve customer experience. This should be a working document that includes all of the planned experiments (highest priority first) as well as the implementation work for winning tests or initiatives.

How long does it take to develop a customer experience roadmap?

Once research has been conducted, you will have a prioritized list of test hypotheses, from which we develop test plans.

We can then plan out the highest priority experiments into a CXO roadmap taking into account other activities happening in the business which may impact your tests (e.g internal resources or external marketing campaigns).

What are customer experience optimization best practices?

● Implementing the right methods to systematically validate ideas based on customer research and data. 
● Creating a strategy that doesn’t just focus on what and how you make improvements to the experience but also the business culture, internal processes, and tool stack. E.g. Your strategy should outline change management initiatives to create a culture where business decisions are based on data not the highest-paid person’s opinion (HiPPO) or gut instinct. 
● Creating measurement mechanisms and communication plans to share the learnings and impact of the CXO work.

How does CX optimization impact performance?

Poor customer experiences affect your company’s revenue. Equally, a great customer experience can drive revenue.

The Temkin Group found that companies that earn $1 billion annually can expect an additional $700 million in revenue within 3 years of investing in customer experience. Aside from revenue, your CX can impact a range of metrics such as brand perception, loyalty, returns rates, net promoter score (NPS), paid media performance, and average order value (AOV).

How quickly will I see the benefits of CX optimization?

The better the research insights and the testing process employed, the faster you will see results (e.g quick turnaround of the full experimentation process from hypothesis to live, less time stopping tests that haven’t been QA-ed, etc.)

But it’s important to understand that not every experiment will win. But by running the experiment you have saved time and money you would have otherwise wasted implementing something that didn’t work. Or worse, harmed your business. And because Speero starts experimenting in the first month of working together you will see learnings straight away.

Why do CX optimization programs fail?

They fail in execution. To execute a successful CX optimization program it’s important to create a program that’s based on data and research, develop a roadmap and connect activities with key metrics. Some of the most common reasons why CXO programs fail are because:

● Work isn’t aligned and connected with overall business goals
● People make changes without running a test to validate the idea first.
● Test hypotheses aren’t based on real insights from data or research.
● No systematic process is in place to maintain testing velocity to drive consistent ROI.
● Lack of senior buy-in/not a culture that supports failure or experimentation.
● Unreliable data or a lack of understanding of experiment statistics meaning tests are called out or implemented (when they shouldn’t be).
● Experiments aren’t bold enough or aren’t testing the main growth levers of the business.

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