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Welcome to Conversion!

As of 2022, Widerfunnel and Conversion have officially merged under the Conversion name to form the world's premiere experimentation and UX firm.

User experience research

Align your business goals with your customers’ motivations

Reviewing current site performance and analytics helps uncover “what” your customers are doing, but it doesn’t tell us “why”.

Our user experience research helps bridge this information gap, generating insights about your customers that you can use to build highly tailored website experiences that convert.

What is User Experience research?

UX research is the study of the needs and experiences of target users to guide product development, marketing and broader decision-making. There are two main categories of UX research: generative, which captures insights to inform designs and experiences, and evaluative, where existing experiences are tested and refined.

Relying solely on CRO analytics does not uncover the deeper reasons why website visitors don’t convert into customers. UX research is the supplement that helps provide deeper insights and understanding by answering complex questions and truly uncovering the why behind your visitors’ behaviors.

What is User Experience research?

UX research is the study of the needs and experiences of target users to guide product development, marketing and broader decision-making. There are two main categories of UX research: generative, which captures insights to inform designs and experiences, and evaluative, where existing experiences are tested and refined.

Relying solely on CRO analytics does not uncover the deeper reasons why website visitors don’t convert into customers. UX research is the supplement that helps provide deeper insights and understanding by answering complex questions and truly uncovering the why behind your visitors’ behaviors.

Importance of User Experience Research

Craft stronger hypotheses

With a clear understanding of your users needs and motivations, experimentation hypotheses will be based on data and insights, not assumptions.

Better interpret A/B test results

A/B testing in conjunction with user research helps you understand the “why” behind experimentation results. With actionable data and accurate results you can make informed decisions, and build a better user experience for your visitors.

Prioritize what matters to customers

Leverage UXR before investing in A/B tests to minimize time and energy spent on tests your customers don’t care about.

Why choose us?

UX research helps ensure that we understand your business goals and the needs of your customers. Our extensive experience in various UX research methodologies brings a user-centric approach to experimentation and optimization. We often work with clients who have previous CRO experience and are at an impasse in solving their business problem. Our team can help with the sufficient research and strategy to design a “right-fit” solution, and discover the “unknown unknowns”.

User experience research FAQs

Why is user experience research important for experimentation?

Through experimentation we measure the impact of different tactics on behaviour, but if we don’t combine it with UX research we don’t understand the why behind this behaviour. In order to ensure an experimentation program is impactful, it is essential to combine the behavioural insights from AB testing with attitudinal insights from UX research so that we understand why we are observing a behaviour, and more importantly what we should do next as a result.

How do we use UX research insight?

There are of course a lot of ways UX research insights can be used, and at Conversion there are 3 use cases in particular which come up most frequently. The first is using UX research to inform an AB test hypothesis, the second is conducting UX research to gain insight into an AB test result, and the third is carrying out standalone UX research to gain insights when an AB test is not possible.

What are some UX research methods?

There are many  methodologies which can be applied to address a range of research objectives. At Conversion our main research methods are usability testing, where users go through a specific set of tasks to highlight the biggest areas of opportunity for improving an experience, as well as contextual interviews, where we are looking to understand the deeper motivations and mental models of users. Other methodologies in our toolkit include surveys, diary studies and onsite polls.

Why do you need UX research?

To create a successful experience or product, it is essential to be able to get into the shoes of customers or potential customers, and UX research is the only way we can truly achieve this. UX research ensures we are keeping the target users at the center of what we do. It also helps businesses reduce risk, by allowing them to research concepts or designs and make improvements before these are developed further.

How long does UX research take?

This is dependent on the specific scope, objectives and methodology, but generally our UX research studies take 2-4 weeks. Ensuring research is of a high quality is of course important, but it is key to not get too focused on designing the perfect study at the expense of being able to do regular research. Through AB testing we are able to validate insights to see whether user behaviour aligns with the UX research findings.