Conversion research

Using our ResearchXL methodology, we conduct customer conversion research to understand what motivates your users.

With this data in your hands, you’ll be able to make informed decisions that get results.
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
Trusted by:
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.

What are the benefits of conversion research?

Our quantitative and qualitative conversion research methods identify the fears, frustrations, and motivations people experience throughout your website journey. These data insights give you the power to provide a better experience for your customers. 

Conversion research 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.
●     Fuel your backlog of testing ideas, with research-backed hypotheses.

What will my conversion 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?

Conversion research techniques

We use our ResearchXL model to select a range of customer research techniques that will give us the data we need to answer your questions.

Analytics audit

We audit the implementation of your analytics setup. This includes all relevant goals, custom events, custom dimensions, and ecommerce tracking.

Heuristic analysis

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

Usability research

Usability research is conducted by setting tasks and scenarios for your target audience to complete, mimicking the real journey through your website. By reviewing their ability to complete tasks 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 analysis

Whether it's call center recordings or Google Analytics data, we will transform your customer data into valuable insights. Through our in-depth analysis, we can find relationships between variables and identify problems with your website experience.

Mouse tracking & heat mapping

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 closed 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.

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, copy was 2x more important than design. Finding out what is and isn’t working with your website copy can make a huge difference to your overall website experience.

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. are great for uncovering problems within the website journey. They’re also a valuable 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.

Issue classification & prioritization

We use our issue classification framework to bucket the findings from the research. We then use our PXL framework to prioritize the findings so you know what's the highest value to your business and where to start.

Research presentation

Once the research has been conducted, we provide you with our research analysis findings. This includes a presentation and written report on the insights and data gathered, as well as recommendations on what to do with each item.

Conversion 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

Conversion research FAQs

What is ResearchXL?

ResearchXL is a framework developed by Speero to help you identify which research method can uncover different problems or meet your research aims. 

Why is conversion research important?

Conversion research is important as it provides valuable insights into your customer’s wants, needs, and frustrations. We can identify what triggers them to buy, or what confuses them. When you get insights from real users or customers, you can make huge improvements to your website, and reap the rewards faster.

What does conversion research involve?

Conversion research consists of conducting qualitative and quantitative research to uncover valuable data throughout the website journey. The research methods used will depend on the aims of your project, but they might include;

● Heuristic analysis
● Usability research
● Data analysis
● Mouse tracking & heat mapping
● Surveys, exit polls, and moderated research sessions
● Copy testing
● Card sorting and tree testing
● Social listening
● Competitive UX benchmarking

How long does it take to conduct customer experience research?

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

Can small business conduct conversion research?

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

What happens after conversion research has been conducted?

Once your conversion research has been conducted, we will

● Give 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.
● Research data archive organizing all source data from the work.

Talk to a Speero expert

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