Customer experience research helps you truly understand your customers

Understanding what motivates your users so you can make informed decisions that get results.
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A headshot photograph of Speero's customer experience clients, Alexander Robinson.
“Being able to dive into customer stories and pain points is so valuable. Each year I mark our research engagement with you on our site analytics and see it rise as we test your recommendations. Your customer research drives our roadmap."
Alexander Robinson, Director, PMO at RevZilla
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Who benefits from Customer experience research & analysis?

Happier customers are better for business. Customer research identifies the fears, frustrations, and motivations people experience throughout your customer journey. These insights give you the power to provide a better customer experience.

Customer experience (CX) research and analysis can benefit your business if you want to:

●   Improve your customer experience based on real customer insights.
●   Avoid biases and misleading findings when running your own research.
●   Conduct research but haven’t got the capacity, facilities, or expertise in-house.
●   Provide your product team with the customer experience analysis data they need to make informed decisions.
●   Make strategic decisions backed by data.

If your website has over 100,000 unique visitors per month, you should check out our CX optimization program which takes you a step further, scientifically testing the ideas from research, to make sure you implement the right ideas.

What will my CX research project look like?


We spend time to understand the key questions you want answering, such as;

●   How does my customer experience stack up against competitors?
●   What’s causing us to lose customers at certain points in our journey?
●   What are our user’s main concerns, doubts, and hesitations when buying?
●   Which product features will resonate with different customers?
●   What do our customers consider as unique selling points or features that trigger a sale or desired behavior?

Customer journey mapping

Understanding your overall experience and how your customers move through it. This helps us to understand the areas where we are focusing our research.

Customer experience research methods

We use our ResearchXL methodology to select a range of customer experience (CX) research techniques that will give us the data we need to answer your questions. These include;

Heuristic evaluations

Heuristic evaluations assess how your website performs against accessibility, design, interaction, and persuasion best practices. This evaluation uncovers issues that are often preventing your customers from converting.

Copy testing

Copy testing is run via our research platform, Wynter, allowing us to gain feedback on your copy from real users. After reviewing 40,000 landing pages, Unbounce found that when influencing people to convert, the copy was 2x more important than design. Making copy a crucial part of your overall experience.

Usability research

Usability research is conducted by setting tasks and scenarios for your target audience to complete, mimicking the real journey through your customer experience. By reviewing their ability to complete tasks, asking probing questions, and observing their behavior we can identify a range of usability issues, from confusing taxonomy to unintuitive functionality which is causing your users frustration. 

Data mining and analysis

Whether it's call center recordings we codify and analyze or Google Analytics, we transform your data into valuable insights. Exploring the data we can find relationships between variables and identify problems throughout your experience. Large datasets provide more reliable indicators that the insights we draw are representative of a population, adding weight to our findings.

Mouse tracking & heat map analysis

Mouse tracking and heat map analysis is the process of recording what people do with their mouse or trackpad while visiting your website. This quantitative research method allows us to discover areas of confusion (e.g mouse and scroll behavior or time on page), friction (e.g rage clicks), or areas of prominence on a specific page.

Card sorting and tree testing

Open and close card sorting is a simple but effective method for developing the structure and navigation of your content. It can also be used to establish more user-friendly naming conventions and improve the hierarchy of information. It’s a user-centered way to categorize information that’s most logical to your customers.

Surveys, interviews, and moderated research sessions

Limiting biases in research settings and questions is crucial to uncover the thoughts and feelings of your customers. Depending on your research aims we can run sessions around websites, wireframes, or apps as well as broader brand sentiment based on users’ experiences.

Social listening

Social listening allows us to gather unprompted feedback from your customers. Often, user-generated content such as reviews, blog posts, etc. is great for uncovering problems within the customer journey as well as a source of new ideas or solutions.

Competitive UX benchmarking

Get quantitative data into how your target audience rates your experience compared to your competitors. We ask users to evaluate important dimensions such as; message clarity, credibility & trust, loyalty, and usability of your overall customer experience.

Research delivery

We recruit participants, design questions, codify data, and cross-reference findings from multiple sources.

Customer experience analysis

Once the research has been conducted we provide you with our CX analysis;

●   A presentation covering the findings and our analysis on how to improve your customer experience
●   A written report on the insights and data gathered, as well as recommendations on what to do with each item.  
●   A prioritised sheet of the findings. 
●   A testing or change roadmap.
●   Bandwidth analysis - showing if you have the traffic to test and where. 
●   Research data archive

CX Research Case Studies

$2M additional revenue

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

Research-backed redesigns

America’s largest mattress brand completely redesigned parts of their online experience based on our customer research findings, increasing revenue per visitor by more than 40%.

Business growth from research findings

A research informed redesign for Inspiration Outdoors, led to web sales overtaking both word of mouth and repeat bookings, the need to hire two new staff, plus over 90% occupancy rates for their tours.

“Having spent the last decade developing a brand and product line, we found we were unable to disengage emotionally and to truly understand our market and our customer’s mindset.
Speero’s process has removed the emotional and sophistication bias we have with our market, and allowed the data and testing to paint the real picture, presenting our audience with what THEY need, rather than what WE need, to ultimately accomplish our goals. 
The results of this project have improved top, and bottom-line numbers, and increased customer satisfaction – a huge element in building brand equity in our market.”

Sky Boulton, Owner & Principal at BlastZone

Customer Experience Research and Roadmap FAQs

Why is customer experience research important?

Customer experience research is important as it provides valuable insights into your customer wants, needs, frustrations, what triggers them to buy, or what confuses them. These insights form the basis of your experimentation hypothesis giving your tests a much higher success rate.

What does customer experience research consist of?

Customer experience research consists of conducting qualitative and quantitative research, to uncover valuable data throughout the journey. Methods include:

● 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

How long does it take to conduct customer experience research?

Depending on the scope of your project, our research usually takes 4-6 weeks.

How can you measure CX?

You can measure overall customer experience using a range of metrics such as brand perception, loyalty, CSAT, or NPS. Ultimately your CX impacts revenue and you should be able to tie improvements to your CX to a financial impact. However, you should also take measurements throughout the customer journey, the type of measurements will depend on the point in the journey/touchpoint.

How established should a business be before considering customer experience research?

Any business that wants data and insights to inform decisions can benefit from customer experience research. We work with businesses of any size and can even run research on prototypes.

What happens after CX research has been conducted?

Once research has been conducted, we will

● Run a presentation to discuss the findings and insights. 
● Provide a written report on the insights and data gathered as well as recommendations on what to do with each item.  
● Provide a prioritised testing/change roadmap.
● Test and journey bandwidth analysis
● Research data archive organizing all parts of the work.

If you have over 100,000 website visits per month, and your bandwidth analysis shows you can test, we can validate our recommendations through experimentation.  

If you don’t have the traffic, you can make the changes and measure performance before and after optimization. If you are using this method to track performance, it’s important to try to keep other variables the same to ensure that an uplift in your key metrics is a direct result of the changes made.

What is the ResearchXL methodology?

The ResearchXL methodology is a framework developed by us to help you;

1. Win as many tests as possible.
2. Ensure that successful tests have as high an impact (uplift) as possible.

You achieve this by conducting thorough research and analysis, as set out in the ResearchXL model. Each of the research methods feeds into your overall insights about the customer experience. The better the research, the better the insights, the better the hypothesis, the better the experimentation solution, the better results.

Talk to a Speero expert

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