Optimize your customer experience strategy to drive more profit

We develop a customer experience optimization strategy to find and fix the weakest spots in your customer journey—so you can delight and retain your customers and drive new revenue.

See our case studies.
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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
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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.

We're the best fit for medium to large enterprises.

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 customer experience research program instead.

What will my customer experience optimization program look like?

Your Customer Experience (CX) optimization program improves your customer journey by testing UX and strategic elements, such as your proposition, pricing, and the product itself. Our programs are mainly run remotely but in-house meetings and training can be arranged

How we build your CX optimization strategy

Month One : CX Research

Experimentation Maturity Audit

Our experimentation maturity audit evaluates your current performance and identifies areas that need improvement. We run internal surveys across your team to evaluate performance in:
●  Customer experience strategy & culture
●  People & skills
●  Process & methodology
● Data & tools
This helps us build a CX roadmap to improve areas of weakness.

CX Strategy Kickoff

We bring together people from across your business for a kickoff workshop. Sharing knowledge about the program, and aligning the CX objectives with wider business goals. Going forward our team of specialists can work with minimum input from you, or work in a more collaborative way to help upskill your team.

Discovery

We audit your data-collection and testing tools to ensure we have reliable data across your digital customer journey.

Training

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

Customer Experience Research Sprint

We kick off your first CX research sprint which happens throughout your program. We pick different research methods based on our aims. Method including:
●  Heuristic evaluations
●  Copy testing
●  Usability research
●  Data mining and analysis
●  Mouse tracking & heat map analysis
●  Card sorting and tree testing
●  Surveys, interviews, and moderated research sessions
●  Social listening
● Competitive analysis
Insights from the customer experience research are used to create hypotheses for tests and inform the persona and customer journey map.

Experimentation

We get down to testing straight away, tackling the issues we’ve identified on your website.
Month Two: Planning CX Strategy

Prioritization

We prioritize the hypotheses using our PXL framework which considers potential impact and ease of implementation. Prioritization takes into account the customer research, your overall commercial strategy, and your CX vision.

Customer experience optimization strategy

After month one, we create your customer experience optimization strategy. Your CX roadmap is based on the maturity audit findings, prioritized hypotheses, and the CX vision.

Ideation sessions

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

Experimentation

We ramp up the number of experiments we conduct. You’ll get more than basic UX testing too as we run strategic tests around pricing, monetization flows, digital journeys, product, and more.
Month 3+: Continued CX Optimization

Customer Experience Research

Ongoing customer research sprints are used to draw fresh insights. This ensures that we are developing a customer experience strategy that will continually drive business growth.

Scaling up experimentation

We increase the number of experiments we run. You’ll be able to review the results via the experiment scorecards, or in our weekly calls. 

After month 3 we continue with experimentation and research cycles. At the end of the initial 6-12month program, we re-evaluate the level of maturity within the business along with the financial results.

CX Strategy Case Studies

$1.5 million in additional revenue

For Procter & Gamble brand, Native, by experimenting and improving their customer experience.

0-100 experiments

We helped MongoDB embed an experimentation culture that took them from no testing to running 100 tests per year.

$2M additional revenue

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

“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 strategy & 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:

Step 1 - Gathering data and conducting CX research to identify opportunities and problems.

Step 2 - Creating hypotheses and prioritizing them with the customer and business impact in mind.

Step 3 - Running experiments to scientifically validate customer experience strategy. Solutions could include changing business processes, 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 satisfaction or 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 Strategy 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. Therefore a CX strategy is needed to systematically drive better results. We work with clients across a range of industries, from tech & SAAS to eCommerce. Check out our case studies to find out more.

How can I improve my customer experience strategy?

There are many ways to improve your customer experience strategy, 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 be successful you need to align your objectives with the overall goals of the business–sometimes known as a ‘north star metric’.

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 CX strategy objective might be to improve the satisfaction score of customers who purchase from you by 10%. If you meet this objective it will drive $1M in revenue.

What is a CX roadmap?

A CX roadmap is a detailed plan of activities that are intended to improve customer experience. This should be a live 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, along with test plans. These will give you the predefined time and figures that your CX tests will need to hit to be concluded. You can then start to plan out the experiments into a CX 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?

Customer experience best practices are:

● 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 scoreboards for measuring the impact of changes.

How does CX optimization impact performance?

Poor customer experience affects 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 CRO process from hypothesis to live, less time stopping tests that haven’t been QA-ed, etc.) When it comes to ROI from your program we typically say within 12 months you’ll have 3,4,5x ROI.  

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 programs fail?

They fail in execution. To execute a successful CX optimization program it’s important to create a strategy that’s based on data and research, create the roadmap and tactical connection between activities, and measure key metrics. Some of the most common reasons why CX 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 hypothesizes aren’t based on real insights from data or research.
● No systematic process 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 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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