At its most basic level, the testing phase is the easiest to understand: your customers experience two versions of the same page, and
you see which one performs better.

In classic A/B Testing, some visitors see version A, others see version B, and the difference in the conversion rates is assessed.

Here are the activities typically followed:

• Technical integration of page design(s)
• A/B testing following a scientific method (or sequential testing)
• Post-test analysis/learning

Design, test, gain insights. Then take these insights to develop new hypotheses, design, test, and gain more new insights. Conversion
rate optimization is an ongoing cycle toward continuous improvement.

Based on newly developed theories informed by data, next steps involve changes to the form and function of your website.

These steps typically involve the following activities:

• Designing of wireframes
• Creation of interactive prototypes
• Wireframe usability testing
• Conversion copywriting
• Visual design

With these activities completed, will your site offer a smooth and frictionless experience to customers? The only way to know is to
test—which is the next phase.

To understand customer intent, you need to know what your customers are looking for—and why. Understanding intent is like having a
flashlight pointing the way in the dark.

We start by understanding your business and determining your objectives. Then we collect data. From this data, we gain insights,
prioritize problem areas, and develop theories for testing.

Here’s an overview of our typical data collection activity:

Quantitative Analysis

• Analytics Health Check (Google Analytics or Adobe Analytics)
• Deep analysis of website analytics data (including internal search intent)
• Heat/click map analysis

Qualitative Analysis

• User session recordings/replay analysis
• Focused UX design review
• On-Site Search UX Review
• User Research