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.

Usability Studies

Usability studies (sometimes called Usability Testing or User Testing) involve setting watching and listening to users from your target audience walk through key tasks on your website. This provides insight into the on-site experience and identifies friction points and areas of opportunity.
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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 clients, Alexander Robinson.
“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 the Usability Studies?

Speero’s research team have extensive experience of running both remote and moderated usability studies. The main benefits are;

● Understand the main barriers holding users back from converting; where do they experience friction, frustration, and confusion?

● See your website experience through the eyes of your users. You are not your users; usability studies help you understand things from your users' perspective and remove bias. 

● Gather both behavioral insight; what users do, and attitudinal data; what users say. Note: the goal of usability studies is not to gather opinions, but to gather qualitative insights into why users behave as they do.

● Gather insight on designs, prototypes, and concepts before launch to help mitigate risk and ensure your planned changes resonate with your audience. 

● At the end of the project, you will get a clear overview of the main usability issues on your site and a roadmap to start fixing them.

Who are Usability Studies for?

Companies who want to improve conversion rates and user experience on their website but need more traffic, budget, or internal buy-in for a full experimentation program.

Companies who want to better understand the user experience from the user’s perspective.

Companies who want to understand the wider user journey, including how users arrive at your website, which competitors they are comparing you to, and other external factors which might impact their decision-making.

We can run usability studies on any digital experience, from a live website on desktop and mobile to prototypes, staging websites, mobile apps, and internal systems.

What will my UX heuristic review look like?



We assign a team of UX specialists, an analyst, and a project manager to your project and start by learning about your business, challenges, and goals via an intake survey to make sure we’re aligned. We’ll also do a  review of your analytics to help us determine which pages and journeys to focus on.

Brief Creation

After learning about your business and your website, your strategist will create a research brief. This document will outline the target audience, screener, tasks and questions that will form the basis of the usability studies.

We’ll work closely with you to ensure we’re covering your core segments and user journey.

Set up & Launch

Once the brief is agreed upon, we’ll set everything up in our Usability Study tool; Userlytics, and launch the sessions. We expect sessions to complete within 5 working days, depending on the specifics of the target audience.

We also have experience running moderated and remote-moderated usability studies. If you’re interested in these more in-depth services, get in touch.


Speero’s team of Analysts will review all of the completed sessions, collating notes on user behavior and transcribing their verbal responses.

Once all sessions have been reviewed, we’ll identify and quantify the key themes from all users.

Findings Presentation

The team will present the findings and provide you with time to discuss any of the insights in more depth. You will receive the written report and a link to AirTable with a prioritized roadmap.

Research 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

Usability Studies FAQs

How long do Usability Studies take?

Remote usability studies usually take a month to complete, including all the steps explained above.

Remote moderated and moderated usability studies will typically take 6 - 8 weeks to complete, depending on the scope.

How many usability studies do you recommend?

We recommend running at least 5 sessions per user segment, per device. As such, we start with 10 sessions by default (5 per device) and will increase this depending on the scope.

What are “remote moderated” usability studies?

Remote usability studies allow users to use their own devices in the comfort of their own homes. This can help remove research bias and result in more realistic behavior. Remote usability studies are also quicker and cheaper than moderated usability studies.

Moderated usability studies tend to be more in-depth than remote. The presence of a moderator means the sessions can be more focused and there’s less chance of a user misunderstanding a task or question. The moderator can also ask follow up questions and dig deeper into specific behaviors.

“Remote moderated” usability studies draw on the benefits of both remote and moderated usability studies. We run remote usability studies via Zoom.

What types of digital experiences can conduct usability studies on?

We can run usability studies on pretty much any digital experience. Typically we run usability studies on live websites, but we can also run usability studies on prototypes, designs, apps, and internal systems, as long as we (and the users) can get access to the experience.

What are the deliverables from usability studies?

You’ll get copies of all of the raw session videos, our session transcripts, and analysis documents. We’ll also pull everything into an insights and recommendations report, which will include highlight video clips of the key issues and opportunities.

What should I do with the findings from the usability studies?

The findings from the usability studies will be categorized to help you create an actionable roadmap of activity for the optimization of your digital experience.

These categories include “JDI” or Just Do It, e.g. things that need fixing, A/B tests and "investigative" which are recommendations where more research or exploration is needed.

Let’s kick things off.
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