True optimisation comes down to improving customer experience

Win hearts & change minds with our research-based methodology

The AWA optimisation methodology is heavy on process — but we never forget that every sale depends on a human being.

Our guiding philosophy is that user experience (UX) doesn’t take place on the page, as is commonly preached. In fact, UX happens in the user’s heart and mind.

Everything we do, from research and analysis to hypothesis creation and A/B testing, is geared towards helping us get into the consumer’s mindset and emotional state.

You may be surprised by the amount of time and effort we put into research and analysis… and you’ll likely be blown away by the insights we uncover about your customers.

Advantages that extend far beyond improving sales

The value of our findings doesn’t just help us improve your website. It impacts all other parts of your business. For example:

“The research that they did, and the insight that we got was probably the best that I’ve seen in my 15 years [of working] in e-commerce.”

Listen to the full interview in this video.

Ben Harness
Director of Multi-Channel

Step 1: Conduct Quantitative Research

Before we begin optimising, we’ll conduct a thorough audit of your analytics tool to make sure it is correctly configured and giving us useful, trustworthy data.

Next, to find out what’s going on in your customers’ minds, we may install certain intelligence-gathering tools on your site. For example, we often recommend heatmapping and session recording tools, live user recruiting and testing, and onsite surveys.

During this phase, we’ll also plot your “user journeys” using your (now 100% reliable) analytics data. This uncovers where potential buyers are dropping out – and highlights the areas we’ll need to focus on first.

Step 2: Conduct Qualitative Research

While we do quantitative research to find what’s going on, we’ll also perform qualitative research to find out why.

We leverage dozens of research techniques, including highly labour-intensive methods like:

  • Speaking with your call centre and store staff
  • Reading thousands of survey responses
  • Interviewing past and prospective customers
  • Watching hours of video of your actual users interacting with your site

In time, we’re able to construct your actual buyers’ personas from patterns in the data. Whereas other agencies may fabricate personas based on speculation, our method ensures that the voices of your real users are reflected throughout the optimisation process.

Step 3: Create Hypotheses & Prioritise Tests

An effective prioritisation system helps us objectively assess ideas for improvement objectively, and to overcome the psychological biases all humans (yes, even optimisers) have.

Typically, the research process will reveal dozens of areas for improvement.

We score these opportunities using our proprietary triage method. Priority scoring is based on factors like the weight of evidence behind a test idea; expected impact on your KPIs; and the ease with which the test could be built and executed.

Step 4: Develop Optimisation Roadmap

During the prioritisation exercise, we’ll rank optimisation opportunities in order of strategic and commercial importance. This ranking forms the basis of your optimisation roadmap.

The infographic reveals how this optimisation plan is a working tool, not a rigid document. It’s fluid, reacting to developing market forces and new insights that may come to light – and the results of one test directly influence what happens next.

When test results are promising, we may iterate to try and squeeze out an even higher lift. In the same vein, if a test reveals a downturn, we’ll investigate potential causes, and may adjust our hypothesis to come up with a new treatment.

Often, tests that “lose” at first lead to the most dramatic uplifts – because they provide the deepest understanding of your customers’ underlying behavioural realities.

Step 5: Experiment, Rinse, & Repeat

Experiments are integral to our optimisation process, and we carry them out meticulously scientifically.

The starting point of every test is a hypothesis that states what change in behaviour we expect to see for each change introduced on the page.

The most common type of test we run is known as an A/B or A/B/n test. In certain cases, we’ll use another type of split test called a multivariate test (MVT). Every new web page or variation is peer-reviewed by other AWA optimisers before the test is built.

Finally, we don’t simply report test results and leave it at that. Instead, we present results alongside our specific recommendations for applying insights more broadly, so you can use our learnings to optimise your website even further.

Other helpful things to know

We A/B test every one of our recommendations against key performance indicators (KPIs) like Revenue Per Visitor before pushing a change live on your site.

That means we can choose winning treatments without risking your entire audience or budget.

Let’s talk about how we’ll boost your bottom line >>

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