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.

UX Research (RXL)

To improve the effectiveness of your website, you need to identify the issues negatively affecting your website users. You also need to understand your user’s motivations to identify opportunities for improvement beyond small tweaks and bug fixes.

Our ResearchXL™ methodology is a comprehensive research framework that is designed to help you do just these things. We triangulate data from multiple UX research methodologies to provide a big-picture model of your current situation, with the ultimate goal of creating a data-driven roadmap for experimentation.
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.
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

What are the benefits of UX Research (RXL)?

UX Research (RXL) can benefit your business if you want to:

  • Improve your user experience based on real data & insights.
  • Avoid biases when running your own research.
  • Conduct research but haven’t got the capacity, facilities, or expertise in-house.
  • Provide your team with the customer experience analysis data they need to make informed decisions.
  • Make strategic decisions based on data rather than opinion.
  • Fuel your experimentation backlog, with research-backed hypotheses.

What's included?

We do all the heavy lifting including participant recruitment,  survey question design, data collection and data analysis across the following activities.

Analytics audit & Analysis

First, we audit the implementation of your analytics set up to ensure the data is accurate and valid. We can also help to fix configuration issues, if needed.

Then, we'll conduct an in-depth analysis of your analytics data to understand who is coming to your website and how they behave on-site.

UX Heuristic Review

Our UX heuristic review involves evaluating your website against Speero's UX heuristic guidelines (Friction, Clarity, Distraction, Relevance, Value & Motivation). This review uncovers key usability issues and barriers to conversion.

Usability studies

Usability studies involve observing users, who match your target audience, complete key tasks on your website. By observing their behaviour we can identify a range of usability issues, from confusing taxonomy to unintuitive functionality which is causing your users frustration.

Heat map & Session Recording Analysis

Analysis of heat maps and session recordings provides valuable insight into onsite behaviour, via their mouse movements and activity. This helps highlight areas of confusion (e.g. navigating back and forth between pages, friction (e.g. rage clicks), and allows us to understand which elements are gaining users attention.

Copy testing

After reviewing 40,000 landing pages, Unbounce found that when influencing people to convert, copy was 2x more important than design. Copy testing (run via our research platform, Wynter) allows us understand if your copy resonates with your ICP, and where it is falling short.

Surveys & Polls

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.

What happens next?

Once all the data is collected and analysed we will produce an insights & recommendations report. All recommendations will be categorized and prioritized using our PXL framework. This provides you with an actionable roadmap of fixes (JDIs), experiments and areas for further investigation.

We'll also deliver a 1.5 hour presentation via Zoom where we'll cover the key insights and recommendations. This is a great opportunity to increase wider team engagement and stakeholder buy-in.

Take the first step

Get in touch

UX Research (RXL) case studies

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 »

The logo of the company, Serta, which is one of Speero's user experience clients.

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%.
Read more »

The black and white logo of the company, Inspiration Outdoors, which is one of Speero's customer experience optimisation clients.

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.
Read more »

A headshot photograph of Speero's customer experience clients, Sky Boulton.
“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

Who will you be working with?

Work with Ben Labay, Managing Director

10+ Years in academic research, turned to experimentation program obsessive and host of the Testing Insights show.

Work with Emma Travis, Research Director

10 years running conversion rate optimization teams and programs.  Specalising  in behavioral research.

Meet the Director of Client Services, Annika Thompson

Annika has been doing digital marketing and optimization since 2012. She brings in-house experience from start-ups to FTSE 100 corporations.
Meet the team

UX Research (RXL) FAQs

What is ResearchXL?

ResearchXL™ is a comprehensive research framework that designed to identify the issues negatively affecting your website users and to understand their motivations.

Why is UX research (RXL) 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 ResearchXL involve?

ResearchXL consists of a range of qualitative and quantitative research methods. As standard we include;

● UX heuristic review
● Usability studies
● Analytics audit & analysis
● On-site poll
● Customer survey
● Heat map & session recording analysis
● Copy testing

Have specific research requirements or a niche use case? We can also develop bespoke research projects based on your needs.

How long does it take to conduct ResearchXL?

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

Can small business conduct ResearchXL?

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 ResearchXL 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.

Let’s kick things off.
Tell us what you’re looking for

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.