Healthcare software companies can’t freely experiment with patient data. Financial technology firms face strict compliance requirements that limit onsite testing capabilities. Government contractors operate under security clearances that restrict user research. Insurance platforms must navigate complex regulatory frameworks. HR and ATS software handle sensitive employee data that requires careful privacy protection.

Experimentation seems nearly impossible under these circumstances, and the product-led growth strategies these teams see working for companies riding exponential growth waves like Linktree or Lovable can’t work for them.

These regulated SaaS companies still need to grow. They have the same fundamental challenges as any SaaS business: converting leads, reducing churn, and improving user experience. But the traditional growth toolkit doesn’t fit their reality, so let’s explore what can work.

The problem with product-led growth in regulated industries

Product-led growth has become the gold standard for SaaS success.

Companies like Canva, Grammarly, and Spotify have proven that letting users experience your product before purchasing leads to higher conversion rates, lower customer acquisition costs, and sustainable growth.

The strategy is to remove obstacles to product adoption, offer free trials or freemium versions, and let the product sell itself. These companies often move quickly and test new features relentlessly as a way to “hack” growth.

The product-led growth playbook includes:

• Free trials and freemium models that give users immediate product access
• Continuous A/B testing on live user experiences
• Extensive user tracking and behavioral analytics to optimize conversion funnels
• Rapid iteration based on user feedback and behavior data
• Self-service onboarding that guides users to their “aha moment“
• Viral growth loop, where users invite others or share content

And it works…for many. But regulated SaaS companies see these success stories and struggle to replicate them.

How do you offer a free trial for an HR tool that has to be rolled out across an entire organization to be useful? How do you minimize sign-up friction for a fintech software that requires bank information to function?

Experimenting with new features is too risky when system failure or emergency calling disruptions in telecommunications could result in massive fines.

Sometimes the stakes are too high for the product-led growth best practices that we see working in less-restrictive industries.

Regulated SaaS challenges are unique, and their growth solutions should be too

The challenges for this subset of SaaS companies are real and varied.

Compliance and privacy restrictions: Healthcare companies can’t freely test with patient data. Financial services face strict data handling requirements. Government contractors operate under security clearances.

Low traffic volume: Many regulated SaaS companies serve niche markets with limited user bases, making traditional A/B testing statistically impossible.

Long testing cycles: By the time regulated companies collect enough data from different regions and customer segments, it can take years to reach statistical significance. Different customers use different features across various geographical locations, making it difficult to design meaningful experiments that won’t disrupt service.

Risk-averse customers: Enterprise clients in regulated industries don’t want to be testing subjects for new features or experiences.

Resource constraints: Many regulated SaaS companies are highly technical but lack dedicated growth or UX teams.

Unique challenges require unique solutions, and that is what The Good can provide.

The alternative: off-site experiment-led growth

The solution isn’t to abandon growth optimization. It’s to use different methods that work within regulatory constraints.

This is where off-site experiment-led growth becomes the game-changer.

Experiment-led growth is a strategic approach that relies on continuous research, experimentation, and data-driven decision-making to drive business improvements. It allows teams to rapidly iterate on ideas that improve UX, marketing, and more.

Regulated SaaS can add an extra layer to experiment-led growth by taking things off-site or out of the product experience. Moving the growth tactics and experimentation away from the regulated environment and live user base gives teams the chance to make changes freely and quickly, gauge user reaction to those changes, and either launch with confidence or kill the ideas.

While product-led growth relies on in-product experimentation with real users, off-site experiment-led growth validates hypotheses and optimizes experiences before they ever touch your production environment. Instead of letting users test drive your product to discover value, you test drive your assumptions about users to deliver value immediately.

This approach flips the model to accommodate some of the restraints that regulated SaaS companies face. It’s no longer required to iterate on live systems with real customer data. There is an option to conduct experiments in controlled environments that don’t compromise compliance or risk customer relationships. You gather similar insights that drive product-led growth success, but through methods that work within constraints.

The result is a growth strategy that’s both data-driven and compliant, giving regulated SaaS companies access to the same optimization advantages that unrestricted companies enjoy, just through different means.

Off-site experiment-led growth tactics

Here are a few of the methods we use to deliver optimization outcomes for companies with the challenges and constraints outlined earlier in the article.

User testing

Because of the difficulty in getting customer data, there can be a disconnect between product teams and users.

Lookalike user testing solves this by bringing external participants who match the ideal customer profiles through your live experience. They complete tasks while thinking out loud, revealing friction points and confusion without exposing any sensitive data or requiring system changes.

This helps understand user behavior patterns, identify conversion barriers, and validate solutions, all without touching your production environment or compromising compliance.

AI-powered heatmaps and analytics

AI-generated heatmaps can predict user behavior with 92% accuracy without requiring any actual user data. These tools can analyze your interface and predict where users will look, what they’ll miss, and how long they’ll engage with different elements.

This is particularly valuable for regulated companies because you can understand user attention patterns and optimize layouts before the system is used.

Rapid testing

Experimentation is a proven way to get essential feedback on new features or website changes. And with A/B testing off the table in many regulated industries, rapid testing can fill in the gaps.

Unlike traditional A/B testing, rapid testing doesn’t require code changes, live traffic, or long research cycles. Instead, it uses a combination of techniques to validate hypotheses and inform decisions before anything goes live.

Rapid experimentation is not a one-size-fits-all process. Different scenarios call for different types of tests. Here are some common methods:

• First-click tests: First-click tests evaluate whether users can intuitively find the primary action or information on a page.
• Tree tests: Tree testing is a usability technique that helps you understand how users navigate through your website or app’s structure.
• 5-second tests: 5-second tests assess a user’s immediate impression of a design or message.
• Design surveys: Design surveys collect qualitative feedback on wireframes or mockups.
• Preference tests: This test involves showing users two or more design variations and asking which they prefer and why. It’s perfect for narrowing down visual or messaging options before launching a formal test.
• Card sorting: Card sorting is a research technique used to understand how users organize and categorize information.

These are just six of the many types of rapid experimentation.

While none deliver a 1:1 result when compared to A/B or multivariate testing, rapid experimentation offers a way for regulated SaaS companies to focus their development resources on work that has already shown positive signals from users.

For a tangible example, imagine a company struggling with positioning (a common challenge in technical, regulated industries). Five-second testing provides immediate feedback on messaging effectiveness. Users see your page for five seconds, then recall what they remember.

Competitive intelligence and market research

Structured competitive analysis and market research don’t require access to your own user base.

Understanding how competitors position themselves, what messaging resonates in your industry, and what user expectations exist can inform optimization decisions.

Also, gathering growth strategies from businesses in a similar industry with compliance or other restraints will offer a starting point to come up with new ideas that you can rapid test later on.

Getting started with optimization

Optimization can be intimidating and complex for regulated SaaS companies. Based on experiences working with teams like yours, here’s how to get started implementing growth optimization within your constraints.

1. Start with an audit or assessment of your current situation

Before making any changes, conduct a comprehensive audit of your current digital experience. This includes:

• Technical tracking setup to understand what data you can legally collect
• User journey mapping to identify critical conversion points
• Competitive analysis to understand industry standards and opportunities
• Stakeholder interviews to align on growth priorities and compliance requirements

2. Implement the methodologies we covered

Focus on techniques that provide insights without requiring on-site or in-product experimentation:

• User testing with 5-7 participants per user type (you’ll get 80% of insights from this small sample)
• Message testing to validate positioning and value propositions
• Prototype testing for new features or flows before development
• Heat mapping to understand attention patterns and interaction likelihood

3. Prioritize based on impact and compliance

Create a roadmap that balances growth potential with regulatory requirements. Focus on:

• High-impact, low-risk optimizations that don’t require system changes
• Messaging and positioning improvements that can be implemented quickly
• User experience enhancements that reduce friction without compromising security
• Qualification improvements to ensure you’re attracting the right prospects

4. Build your internal capabilities and outsource what you can’t

Many regulated SaaS companies lack dedicated growth resources. Consider:

• Training technical teams on user experience principles
• Establishing research processes that work within compliance frameworks
• Creating feedback loops between customer-facing teams and product development
• Implementing regular optimization cycles that don’t disrupt core operations
• Outsourcing what you just can’t manage internally

Growth within constraints isn’t impossible

Regulated SaaS companies don’t need to accept mediocre growth because of their constraints. They need different approaches that work within their reality.

The key is recognizing that optimization isn’t restricted to product-led strategies or A/B testing. Understanding your users, validating your assumptions, and making data-driven decisions can deliver outcomes that are just as impactful.

Whether you’re in healthcare, financial services, government, or any other regulated industry, growth optimization is possible. It just requires the right toolkit and a willingness to think beyond traditional approaches.

Making off-site experiment-led growth work within your regulatory constraints starts with a conversation. Learn what’s actually possible when you have the right methodology and expertise guiding your optimization efforts by getting in touch with our team.

The post Regulated SaaS Companies Need a Different Approach to Growth. What Actually Works? appeared first on The Good.

Perhaps no corner of the product industry is witnessing democratization more than UX research.

Despite “research” working its way into the job descriptions of more and more disciplines, experienced, high-caliber researchers will always have their place in industry. Whether it’s to supplement your team’s capacity, tap into deep expertise, or get an objective outside perspective, research vendors are valuable for a host of reasons. But between traditional agencies and the recent increases of independent and fractional labor, how do you know you’re talking to someone with the chops to execute at a high level?

We asked product research experts Hannah Shamji and Jon MacDonald how to spot a great research vendor. Read on to hear their perspective on what “green flags” to look for when vetting your next research partner.

They Ask a Healthy Number of Questions

Most experienced researchers have chosen the wrong method at least once in their careers. And the outcome is always disappointing. “Picking the wrong research method leaves you with results you effectively can’t use, and is a huge waste of resources,” says Jon MacDonald, Founder and CEO at The Good.

Fortunately, that painful lesson has its upside in learning value. Careful to avoid diving headfirst into a low-utility approach, experienced researchers ask plenty of questions before jumping into execution. This assures they understand both the problem space and how the research will be actioned on.

“If they are asking questions, it tells you they want to understand the business context,” says Hannah Shamji, former psychotherapist turned customer researcher. “If they’re just jumping in and not really scoping things out, it’s probably a sign they’re not the right fit.”

That heavy lifting up front helps shape a clear scope, but the conversation is more than just a learning exercise. A strong vendor will then massage the methodology to fit the business challenge. “I think it’s important to not lead with a method unless you have a very clear diagnosis,” says Hannah.

Jon agrees. “A good researcher will avoid a cookie-cutter approach,” says Jon. It’s why his team kicks off every project with a conversation designed to uncover nuance, align on business goals, and extract the institutional knowledge embedded within the team. It’s a process Jon calls “diagnosing before prescribing.” And it’s why The Good doesn’t respond to RFPs.

“If a scope is completely mapped out before involving a vendor, we often find that it’s poorly suited to yield the outcomes they’re after,” says Jon.

By forming scope through a collaborative process that starts with a conversation, research vendors are well-equipped to help craft an approach that’s appropriate and effective.

They Can Walk You Through the Tradeoffs

If you’re at the stage where you’re vetting research vendors, you probably have some idea of how to get the job done, i.e., through a survey or customer interviews. But Hannah warns that because research is so “accessible-sounding,” it’s common to chat with clients who start out asking for one form of research but really need another.

From Hannah’s point of view, a true expert will help you navigate the tradeoffs of one method vs another. They’ll help you understand how an approach impacts your time, budget, and expected outcomes. “There are a lot of easy, accessible go-tos like running a survey and talking to customers, but there are so many other forms of research that can close the gap,” Hannah says.

“The difference between an executioner and consultants is that if you want someone to do, that’s a slightly different hire. If you want someone who will help you navigate the tradeoffs, it’s a different conversation.”

Jon agrees.

“Our clients love chatting through their needs with us because we’re really good at helping them outline the constraints and requirements of the task at hand and figuring out where to get the most leverage. We’re a thought partner. So by being brought in early enough, we can help them think through what they need to learn with new research versus where we can rely on historical or secondary research.”

In an ideal world, we would execute at the perfect balance of depth, speed, and cost. But at the speed of business today, most contexts leave us wanting for either time, budget, or rigor. A good research vendor will help you navigate the tradeoffs and make an informed decision.

“Sometimes you need to be scrappy, sometimes you need to go deep,” Hannah explains. "Being able to juggle your timeline and adapt the methods to your needs is key. Not everything needs significant rigor.”

As such, Hannah recommends being up front with your vendor and communicating what your priorities are—being honest about your budget, when you can act on the findings, who’s involved, and what’s in your power to change (versus what authority lives on another team). This context will help your vendor deliver “just enough research.”

They Are Flexible in Their Collaboration Style

For Hannah, research services are best done in a way that meets the team where they are at. That tailored collaboration style is what Jon calls a “one size fits one” approach.

As such, our experts believe a strong research vendor tailors their engagement to the company's needs, understanding that research roles can shift depending on the stage of the business. "Depending on who’s involved, I think about research differently," Hannah says. "There are certain stages where it’s not helpful to bring in a vendor with a buttoned-up process."

For instance, Hannah finds that early-stage founders seeking product-market fit may benefit more from hands-on coaching than outsourced research, “so they can stay close to the data and be at the frontline of it.”

For those early-stage founders, Hannah recommends working with a partner who will open up their process or even take a more coaching-based approach. That way, the feedback loops are faster and the learnings are gathered first-hand. “You want to own the process yourself and minimize the gap between learning and doing.”

This manifests in conversational snapshots of the data as it’s rolling in. "Sometimes I will drip out the findings as I get them because I know they need to move," Hannah notes. “I’ve had sales [people] jump on a call with me in the middle of me doing research because they just want to ask some questions to fill in the gaps with what I’m learning.”

For Jon, it’s about figuring out how involved a partner wants to be. “Some people want email updates almost daily, others just want a report in their inbox when things are wrapped. We try to work in a way that gives them their desired level of input and transparency.” This kind of adaptability ensures that research remains a business enabler rather than a bottleneck.

How To Choose The Right Research Partner

Choosing the right research vendor isn’t just about credentials or experience; it’s about fit.

To set yourself up for success, look for vendors who:

• Ask the right questions and diagnose problems before prescribing solutions.
• Can communicate tradeoffs to determine a path forward that fits your needs
• Are flexible in their collaboration style, tailoring their approach to the company’s stage and objectives.

By keeping these green flags in mind, businesses can ensure they partner with a research vendor who will deliver value, not just data.

The post Three Green Flags to Look For in a Research Vendor appeared first on The Good.

It’s also doing a disservice to your users and your optimization efforts.

To no fault of digital product owners, the industry has put an unproductive emphasis on conversion rates. But based on over 15 years of experience optimizing, I promise that websites and apps won’t reach their full potential under the current industry expectations and implementations of conversion rate optimization.

I am here to propose a better solution: digital experience optimization. This evolved approach brings together all the diverse disciplines and tactics needed to build a better digital journey and get us re-centered on what really matters: the customer.

Let’s talk about digital experience optimization, how it compares to conversion rate optimization, and hopefully answer if it is the right solution for you.

What Is Digital Experience Optimization?

Digital experience optimization (DXO) is the process of making meaningful changes to your website or app to meet the needs of its users and business. This is achieved through data analysis, research, strategy, experimentation, and other disciplines.

DXO is a foundational approach that involves looking at the digital journey as a whole to see not just how customers engage with you, but why they make certain decisions. It analyzes behavior from the moment they enter your app or website through post-conversion and finds/executes on improvement opportunities.

DXO is bigger than tweaking colors, copy, or images on your website or app. Yes, digital experience optimization will improve the look and feel of your digital product, but it can also change how you think about and address your customers, improve the culture of experimentation on your team, and skyrocket buy-in from stakeholders by using data to inform decisions.

Digital experience optimization crafts comprehensive user-centered journeys that address customer needs at every stage of their journey.

What Is Conversion Rate Optimization?

Conversion rate optimization is defined as a process that increases the percentage of users who perform a desired action on a website or app.

The desired action or conversion is typically a sale or high intent signal, for example, purchasing a product, signing up for a trial, or filling out an inquiry form.

When “optimization” is tacked on to the end of “conversion rate,” the process becomes synonymous with A/B testing. You will often hear “conversion rate optimization program” and “testing program” used interchangeably.

Conversion Rate Optimization (CRO) vs Digital Experience Optimization (DXO)

When compared to DXO, CRO is very narrow and limiting. DXO practitioners are still excellent at A/B testing to validate or invalidate changes before implementation, but also:

• Pull back from conversions to understand and improve the whole digital journey
• Incorporate other research methods to supplement what can be learned from A/B testing
• Leverage an array of expertise and disciplines to build ongoing optimization practices

Like the traditional definition of CRO, DXO is a process aimed at iterative improvement. However, DXO creates large-scale, sustainable impact that conversion rate optimization can’t achieve due to inadvisable hyper-focus on conversion rates and A/B testing.

While writing this comparison, I’m tempted to go so far as to advocate that conversion rate optimization (as it is currently defined and understood in the industry) shouldn’t exist anymore. Let’s simply remove it from our vocabulary.

I say this as the founder of one of the industry’s first conversion rate optimization firms. In conjunction with the industry’s narrowing understanding of CRO, we have seen the reality of user needs and what drives engagement evolve. Technology, users, the industry, and the world have changed, making conversion rate optimization a practice of the past.

Don’t get me wrong; we should all be measuring the conversion rates of our digital products and putting in the work to make sure they are consistently improving. But how that happens can’t be boiled down into one research method. One metric can’t signal the health of your digital product.

So, I’d like to invite you to expand your approach to website and app improvements with digital experience optimization.

8 Digital Experience Optimization Use Cases & Benefits

DXO empowers ecommerce leaders and digital product owners to make smarter, more effective decisions that enhance user experience and drive business success.

The goal of the practice is to unlock the full potential of a website, app, or digital product through research, strategy, testing, and implementation. Let’s take a look at its more specific use cases and benefits so you can decide if it’s a good fit for you.

1. Improve the Look and Feel of Your Website

There’s a certain degree of trust instantly imparted whenever we see a well-designed website with attractive visuals. In fact, half of users say that they use a site’s design to form an opinion on the business.

DXO is useful here as it goes beyond superficial changes, incorporating user feedback and behavioral data to drive design decisions that not only look good but also perform well. This is a great way to build those hard-to-measure qualities like trustworthiness, reliability, and safety that customers crave.

2. Prioritize Your Ideas And Improvements Effectively

You probably have hundreds of ideas you’d like to try, but each change comes with a cost of workforce, time, and money. How do you choose the ones worth exploring?

DXO helps by providing frameworks to evaluate and rank these ideas based on their potential impact on user experience and business goals. It zeros you in on the ideas that are more likely to move the needle for your organization.

“We are much more targeted and focused on what we can actually do,” says Justin Albano, Digital Marketing Manager at IDX. “We’re not sitting there wondering what we should be doing or what’s going to make a difference. We know what we need to do now, and we’re getting after it.”

By focusing strictly on research, data, and clearly defined goals, DXO simplifies the decision-making process. You can stay laser-focused on those improvements that actually help over the long term and avoid distractions from less impactful initiatives.

3. Form a Deepened Understanding of Customers

DXO can give you a more profound comprehension of your customers’ behaviors, preferences, and needs. This insight is crucial for developing more effective strategies, creating personalized experiences that truly resonate with users, and improving overall customer engagement.

These insights come through web analytics, user flow analysis, customer surveys, session recordings, and other techniques.

4. Build a Valuable Knowledge Center of Consumer Insights

Similarly, but a more tangible potential benefit and use case, is that DXO builds a rich knowledge center filled with actionable insights on your potential customers. This repository becomes an invaluable asset for the organization as it helps you with informed decision-making and strategic planning across all levels.

This library can include hard data as well as direct customer feedback. This type of knowledge bank helps you improve your digital touchpoints and customer interactions, meet customer expectations, avoid negative experiences, and ultimately improve customer loyalty.

5. Create A Culture Of User-Centered Data-Driven Decision Making

It’s no secret that data-based decisions are better than best practices or “gut feelings.” A strong DXO program uses real-world data from your ideal audience to guide decision-making.

DXO fine-tunes your decision-making by using comprehensive analytics and key conventions to guide decisions from the beginning. This ensures that every change contributes positively to the user experience.

Data isn’t the end-all-be-all, but practicing DXO creates a culture where decisions are not just based on hunches or past experiences but are informed by your customers. It ensures that your work aligns with the actual needs and behaviors of the users.

6. Save Time and Resources by Validating Design Decisions

DXO enables you to validate or invalidate design decisions before implementing them at full scale. This process saves significant time and resources by preventing the rollout of features that may not meet user expectations or business goals.

Strategic focus helps companies achieve more with less, leveraging their existing assets efficiently. For organizations looking to stretch their resources to their fullest potential, DXO ensures that every effort and investment is optimized for maximum return.

7. Grow Your User Base and Increase Conversions

If your goal is to expand your user base or convert more visitors into customers, DXO provides a structured approach. By optimizing the user journey at every step, your digital presence can meet more visitors’ needs and convert more into loyal customers.

Think of it like pleasing more people earlier in your funnel so more potential customers march down the conversion path.

8. Improve Stakeholder Buy-In

If internal politics or too many opinions are hindering progress for you, DXO offers a neutral, data-driven perspective that focuses on what’s best for the user and the company.

Presenting roadmaps and strategies established by DXO can help drive changes that might otherwise be stalled by misaligned internal priorities or opinions.

How To Measure Digital Experience Optimization

Measuring the performance of your digital experience may seem like a tall task compared to just focusing on one number (conversion rate), but it’s sure to set you up for more success.

Luckily, there are tools in place to help you gauge improvement of your program that are proven indicators of digital health, for example, a 5-Factors Scorecard.

The 5-Factors Scorecard is based on a study of hundreds of digital leaders’ optimization challenges to reveal the five factors that the highest-performing companies have in common:

• Data Foundations: Goals, ownership, and good data form the backbone.
• User-Centered Approach: A comprehensive roadmap and a high-context approach.
• Resourcing: Resources support adequate capabilities and pace.
• Toolkit: A variety of tools for planning, measurement, and protocols.
• Impact & Buy-In: Tools and practices increase relevance and perceived efficacy.

Research shows that improvement in these areas leads to measurable business outcomes. Get a 5-Factors Scorecard to highlight the areas of your digital experience that need work and use it as the baseline for your digital experience optimization measurement. To track improvement, re-take the quiz and compare the new results every three months.

Remember, digital experience optimization is a comprehensive solution to complex and diverse digital challenges. Measuring its success should be similarly comprehensive.

Ready To Get Started With DXO?

The web and the way users experience stores, platforms, and media have changed. If you want to be successful, your thinking has to evolve as well. Digital experience optimization is a holistic approach to improving the user experience, and by extension, your goals and revenue.

If you’re ready to get started, check out our Digital Experience Optimization Program.

We start with a full-funnel analysis of your digital experience, using methods like heatmap analysis, session recordings, and usability testing to diagnose your digital challenges and prescribe a solution. The goal is to understand, thematically, the biggest barriers and opportunities.

When the audit is complete, we’ll build your custom Digital Experience Optimization Program including everything you need (and nothing you don’t) to complete an optimization puzzle, create an engaging experience for your users, and build a better digital product.

The post What Is Digital Experience Optimization? appeared first on The Good.

According to the US Click-and-Collect Forecast 2022, US consumers spent $96 billion on BOPIS orders in 2022, which accounts for 9% of all ecommerce sales.

Nearly two-thirds of US retail chains offer these “click and collect” services, and for good reason, as 72% of US consumers say they are more likely to buy online from a store that offers BOPIS services.

There’s no doubt that the COVID-19 pandemic played a role here. Many customers used buy-online-pickup-in-store and curbside pickup options simply to avoid crowds.

Businesses offering larger or more complicated products also often offer BOPIS to make sure customers get exactly what they want (and need). For example, a motorcycle or bike shop might allow you to customize and purchase online but encourage you to pick up in-store to get your seat custom-fit before riding off into the sunset.

And BOPIS shows no sign of slowing down. According to the Global Buy Online Pick Up In Store Marketplace Forecast, the global BOPIS industry was worth $243.89 billion in 2021 and is expected to grow to $703.2 billion in 2027.

BOPIS is a key part of an omnichannel retail strategy and a personalized customer experience. It blends the in-store and online experiences so customers can choose how and when they get their products. So, in order to be competitive, it’s important that you understand and offer BOPIS services.

What is BOPIS (or BOPUS)?

BOPIS meaning: Buy Online, Pickup In-Store is a shopping method where customers buy products through an online platform and then pick them up at a physical location instead of waiting for delivery.

BOPIS is sometimes abbreviated as BOPUS. It also goes by other names, like curbside pickup, click and reserve, online order pickup, click and collect, or “Buy Online, Collect In-Store” (BOCIS). It’s all the same process.

When you shop like this, you get all of the convenience of browsing for products at home without having to wait days–or weeks–for delivery. In some cases, the store will bring it out to your car for you.

Retailers like Walmart, Target, and Best Buy have embraced BOPIS to bridge the gap between online convenience and the immediacy of in-store shopping. Stores love this arrangement because it means they claw back an online sale that might otherwise go to online-first retailers like Amazon and can leverage their existing physical store network.

How BOPIS Works

The BOPUS business model is pretty simple: The customer orders online but collects the item at a physical location. Let’s walk through the shopping and order fulfillment process.

Step 1. Customers Buy Online Through Your Website or App

A customer browses your website or app until they find the products they need. They add those products to their shopping cart like they would for any online purchase.

At some point during the digital experience, the customer is given the option to have the item delivered or pick it up at a local physical location. In some cases, the customer must also select a time to pick up the item.

In order for this to work, stores must enable real-time inventory updates between the local POS system and the website or app. Otherwise, a customer may purchase a product that’s out of stock at their desired location.

Step 2: The Retailer Fulfills the Order

Next, the website or app sends the order to the chosen physical store. Employees are notified of the order and instructed to pick it off the shelf and prepare it for pickup.

A notification is then sent to the customer that the item is ready to pick up. In email form, they look something like this:

If, for some reason, the item isn’t available, the employees must trigger a message that notifies the customer and lets them know what happens next. In some cases, an out-of-stock item can be sourced from a nearby location, as long as the customer is informed along the way.

Step 3: The Customer Retrieves the Order

Finally, the customer picks up the order at your store. Depending on your click-and-collect strategy, they may pick it up at a third-party location, such as the post office, a UPS/FedEx location, or a local locker specifically for ecommerce pickups.

If the store has the resources, they may offer curbside pickup, where the customer drives right up to the store, and an employee promptly delivers the item right to the car.

Why BOPIS is Effective for Ecommerce Businesses

Now that you understand how BOPIS works, you might be wondering why you should bother. Let’s explore the perks of buy-online-pickup-in-store services and why they’re a great opportunity for retailers.

Boosting Customer Satisfaction

BOPUS offers customers the convenience of online shopping with the instant gratification of picking up their purchases in-store. This creates a better shopping experience for many customers who simply don’t want to wait.

Is it right for every customer? Of course not, which is why BOPUS can always be an option, but never mandatory.

Reducing Shipping Costs

The customer always pays for shipping, whether the shipping fee is added at checkout or built into the cost of the products.

If the shipping fee is an add-on, the customer can avoid it by retrieving the items themselves. For example, with furniture retailers, shipping costs can quickly get into triple digits because of item size. So, picking up the item can save hundreds or sometimes thousands of dollars.

If the shipping fee is built into the price, the store keeps the extra portion even though they aren’t shipping the item. This simply increases the margin.

This is a big win for customers, as well. It’s the top reason people like BOPIS.

Driving In-Store Traffic

BOPUS brings customers into your brick-and-mortar store to pick up their orders. This creates an opportunity for additional sales. More foot traffic means additional purchases, as stores can capitalize on impulse buys and cross-selling opportunities.

Enhancing Customer Relationships

When customers pick up their orders in-store, businesses have a chance to interact with them face-to-face, strengthening the bond between the brand and the customer.

These personalized interactions foster trust and loyalty, which ultimately leads to long-term customer relationships and deeper customer satisfaction.

Encouraging Returns and Exchanges

BOPUS simplifies the returns and exchanges process by allowing customers to handle them in person, even if they made the purchase online. This provides a convenient solution for resolving issues, reduces return shipping costs for the business, and minimizes the time and resources spent on processing returns.

Behind The Click

Learn how to use the hidden psychological forces that shape online behavior to craft digital journeys that delight, engage, and convert.

GET YOUR COPY

How to Display BOPIS on Your Site (with Examples)

Displaying the BOPIS option on your site is relatively straightforward. Your job is to introduce it during the browsing experience so customers can’t miss it.

Let’s walk through the BOPIS process using Target as an example.

1. Build a BOPIS Landing Page

Shoppers may need a little help understanding your BOPIS model, especially if they’ve never used this kind of system before. It’s smart to build a simple landing page that explains how it works for your store.

Target does a great job here. Their page includes everything you need, including links to download the app, instructions for how to use it, returns information, and even a Starbucks upsell.

2. Have the Customer Select a Location

At some point during the process, the customer will need to select their preferred location. When you click the location link at the top-left of any Target page, an overlay appears that offers store options. Selecting a store saves it for your future orders.

3. Provide the BOPIS Option on Product Pages

Give customers the option to select BOPIS on each product page. This helps them plan the rest of their shopping experience.

Target smartly uses a visual selector on the product page. It’s impossible to miss. Additional information is provided beneath the selector, including the current location, pickup time, and order availability.

Clicking the “Check other stores” link gives the user the option to change stores. This is helpful if the product is out-of-stock at their usual store or if they prefer to pick it up at a different location (perhaps they’ll be in the area).

4. Give BOPIS and Delivery Options in the Shopping Cart

It’s smart to present the BOPIS-or-delivery choice on the shopping cart page as well. This is helpful for customers who chose incorrectly on the product page (some people shop quickly!) or may want different options for each product. Include a “change store” link as well.

Optimizing the BOPUS/BOPIS Experience

Now that we’ve outlined the core moments in a BOPIS web journey, let’s talk about optimizing the experience. Your job is to present this choice in a simple, pain-free way without distracting from the checkout process.

1. Pre-fill Important Details During The BOPIS Experience

Modern shoppers want more than a frictionless online shopping experience. They want a dynamic experience that’s tailored to their needs and preferences.

The most straightforward way to personalize the BOPIS experience is to give the customer the ability to select their preferred store. Better yet, meet customer expectations and reduce distractions by using geolocation to identify and select the closest store for them.

Next, promote local offerings based on user-selected stores. For instance, if a customer selects your Cincinnati, Ohio location, show them promotions specific to that location.

2. Set Proper Expectations on Your BOPIS Landing Page

Remember that landing page we spoke about earlier? Here are some tips to make it effective:

• Make it easily findable in your main navigation.
• Clearly explain how BOPIS works. Provide step-by-step instructions for the entire process, including the in-person part.
• Mention any special promotions or deals they get for using BOPIS.
• Include a dynamic section that displays any local promotions for the currently chosen store or an opportunity to replace anything that is unavailable.

3. Optimize Local Landing Pages

If you have landing pages for each store, it’s important to optimize them as well. They should include information about your BOPIS program and/or a link to the main BOPIS landing page. Use proper schema markup so it displays properly as a Google Business page.

For the sake of customer convenience, include any information the customer needs about the location, like directions, store hours, and additional departments or services that may be available.

Check out this great landing page from DressUp.

4. Mitigate Errors on Product and Category Pages

Your product and category pages that offer BOPIS services should clearly identify which location offers them. There can be no confusion here. If a customer shows up at the wrong store, they will not be happy, even if the mistake is their own fault.

Furthermore, clicking the store’s label should give the customer the option to change locations. This process should be simple and intuitive without breaking the checkout flow.

5. Make Sure Your Website and/or App is Bug-Free and Speedy

Make sure all of your BOPIS components are mobile-friendly and functional on all browsers and devices, including your landing page, store selector, and other widgets. Broken tech is one of the surest ways to lose a sale.

Furthermore, take care to integrate your website/app with your inventory tracking system. Whatever software guides your BOPIS system needs to know inventory levels at each location.

6. Establish a Pick-Up Location

Designating a pick-up location seems like a minor part of the process, but it’s actually a key step. Remember that your customers are using BOPIS because it’s convenient. If they spend 10 minutes looking for the pickup location, you might wipe out all of their time savings.

Put your pickup station near your main entrance at the customer service desk or a specialty desk for online customers. Label it clearly with obvious signage. And make sure your team is ready to verify the order and hand over the products quickly.

7. Keep Your Customer Updated

Customer engagement is key here. Since BOPIS requires your customers to appear in person, it’s critical that you keep them updated regarding the process of your order.

On one hand, you want them to arrive as soon as the order is ready to reduce their wait, but if you notify them too soon, there’s a chance they show up before you’ve picked out their order.

Keep your customer well informed about the process. Notify them when you receive the order, when you start picking it, and when it’s ready. Include clear instructions to help them collect it, especially regarding what they have to do (visit a desk, reply to a text, etc.).

Target notifies customers with push notifications. Customers can respond in-app to the BOPIS team with questions or instructions.

8. Build BOPIS Into Your Marketing

Your BOPIS system is a marketing asset, so make sure to include it in your promotions. Send regular reminders to your audience about their ability to pick up in person.

If you promote to local customers with social media ads or display ads, indicate somewhere that your products are eligible for local pickup.

BOPIS should also make an appearance in your cart abandonment emails in case they object to your delivery times.

Common Questions About Buy Online, Pick Up In Store

Still have questions about BOPIS and how it works? Here are some common questions people ask about buy-online-pickup-in-store.

What is the difference between BOPIS and curbside pickup?

BOPIS involves customers ordering online and picking up their purchases inside the store. Curbside pickup, on the other hand, allows customers to remain in their vehicles while store staff bring their orders directly to their car, so the transaction is completely contactless.

Is BOPIS the same as click and collect?

Yes, BOPIS (Buy-Online-Pickup-In-Store) and click and collect refer to the same service. Both terms describe the process of customers purchasing items online and then picking them up at a physical store location.

What is ROPIS?

ROPIS stands for Reserve Online, Pick Up In-Store. It’s a service similar to BOPIS, where customers reserve items online and then pick them up and pay at a designated store location. This approach allows customers to secure specific items before visiting the store, but they still have to pay in person.

How long does it take for BOPIS orders to be ready for pickup?

Typically, BOPIS orders are ready for pickup within a few hours to one business day, depending on store policies and order volume. Stores send a notification when orders are ready for collection.

Does BOPIS allow for returns or exchanges?

Generally, most stores allow returns and exchanges for items purchased through BOPIS. Some stores require customers to bring it back to the original location, whereas others allow returns at any location.

Is there a fee for using the BOPIS service?

In most cases, BOPIS is offered as a complimentary service, though some stores have minimum order requirements or fees for expedited pickups.

What are the disadvantages of BOPIS?

Potential disadvantages include limited product availability, longer wait times during peak periods, possible confusion with order pickups, and the need for customers to travel to the store, which may not be feasible for everyone.

BOPIS and Your Digital Experience

Buy-online-pickup-in-store is just one small component of your business model and entire digital experience. It works alongside the other features of your online presence to create a streamlined, robust, and personalized shopping experience for your customers.

If you’re looking for strategies to improve, our Digital Experience Optimization Program is a custom plan for ecommerce and product marketing teams that unlocks the full potential of your website, app, or digital product. Learn more.

Behind The Click

Learn how to use the hidden psychological forces that shape online behavior to craft digital journeys that delight, engage, and convert.

GET YOUR COPY

The post BOPIS: How Buy Online, Pick Up In Store Works and How to Improve the Experience appeared first on The Good.

“Always looking for the wins doesn’t help you improve. That helps you feel good, but it doesn’t help you make more money. It doesn’t help you serve your customers better.”

That’s Justin Albano, Digital Marketing Manager at IDX. And after a decade of driving results in various marketing and creative roles, he knows it’s better to face an issue than sweep it under the rug. 

“As hard as it is to sit there and have someone say, ‘This is not working’…it’s always so much better to know that and be able to move on than have it not working and maintain the status quo.” 

After all, ‘maintaining status quo’ isn’t how the best companies pull ahead. 

Below, you’ll find out how to adopt experimentation like this company. Justin and IDX admitted room for improvement, signed on for our optimization services, and have seen results like: 

• Homepage tests and implementations that boosted enrollment in their product by 20.37%
• Focus and clarity around exactly what to improve and why 
• An understanding of fundamental conversion truths IDX still uses each week 

Identity theft cases more than doubled from 2019 to 2020

In 2020, combined fraud losses climbed to a staggering $56 billion. According to Javelin Strategy and Research, identity fraud scams account for $43 billion — over 76% — of that cost. 

In a world of “over-sharing,” individuals are an increasingly attractive and vulnerable target.  

IDX, a privacy protection service, is designed to help. They’re out to make the digital world a safer place for vulnerable consumers. 

To do so, their service crawls the dark web to find out if your information (credit, medical, or otherwise) is compromised. If so, they alert you and work on your behalf to restore what was stolen. They cover the costs of doing so, too. 

Simply put, IDX offers easy and robust protection from identity threats. 

But, when we first met them, consumers were struggling to understand that.

How does a historically B2B company resonate with B2C customers? 

Justin Albano, the Digital Marketing Manager at IDX, first came to us in August 2018. 

IDX had spun up a marketing site for their B2C product, MyIDCare — a big step into new territory for the historically B2B company. 

Justin knew success hinged on making a strong connection with customers. “Ultimately, we are trying to connect with our prospective customers out there,” he explained. “It really comes down to how effective are we at resonating with them? How effective are we at speaking to what their real needs, real pain points are?” 

So, Justin knew his end goal — resonating with B2C visitors and converting them into customers. What he didn’t know was how, exactly, to reach that goal. 

They had Google Analytics set up on the site and data coming out of ad platforms, but Justin knew this wasn’t the full picture. And he knew that piecemeal data wouldn’t tell him what, out of his big spreadsheet of ideas, to test — let alone which tests would make a difference in revenue. 

Was it button colors? What about lifestyle imagery? Something else altogether? (Spoiler: the last one.) 

To answer these questions, he needed better data. 

“We needed better data to help us make decisions”

Justin and his team at IDX had assumptions, ideas, and gut leanings. But they knew those inputs weren’t unbiased (or influenced by lunch) and not reliable enough to drive the outputs they wanted to see. 

“It’s easy to think you’re super smart, and you’ve got it all figured out,” Justin noted, “But until you actually test it, until you actually go out and learn how people are perceiving you…you don’t really know.” 

With big competitors in the space, IDX needed to know. But gathering and interpreting the data that’d require? It was an overwhelming thought. As Digital Marketing Manager, Justin had a hundred things on his plate and couldn’t spend all day in these tasks. 

He needed a partner who could both do the work and remove all the guesswork.

“I really needed someone who could come in, do the research, do the analysis, and put in front of me a clear path to success…And that’s exactly what The Good gave me.” — Justin Albano

The search for experts with a clear roadmap

Justin considered hiring a partner internally. But, as a small team, IDX couldn’t bring on an analyst or strategist that could spend all day, every day, on these problems. 

That meant turning to an agency instead. 

Justin had spent over a decade in the digital marketing and creative industry, and he knew plenty of talented optimization professionals. This didn’t make his decision easy. 

In the end, two factors made The Good a good fit for IDX: 

1. A clear roadmap and process 

“I knew upfront what I wanted,” Justin reminisced, “I wanted a clear path.” He wanted to know what low-hanging, high-impact fruit his team could address now and what great ideas his team could tackle later. And he wanted to know exactly how a partner would identify those things. 

While Justin is a huge fan of roadmaps in general, a clear path wasn’t just for him — it was also essential for getting buy-in from stakeholders. To bring in an agency, Justin would need to advocate for rigorous testing and the ROI of doing it. 

“It wasn’t nebulous…they helped me articulate why we needed this, what we’re going to do, and what we’re going to accomplish in a way that I was able to get buy-in.”  — Justin 

2. An emphasis on optimization so strong, it’s in the team’s DNA

IDX didn’t need a team that dabbled in optimization on the weekends. They needed a team that knew it inside and out. That was Justin’s impression of The Good. He recalled, “They talked it, they walked it, they breathed it…It’s in their DNA.” 

IDX needed a partner who’d make their lives easier, not harder. And that meant a partner they didn’t have to second-guess, check in on, or project manage.  “From the start, I knew I wasn’t going to have to manage them,” Justin said, “They were going to do their job and execute.”

“From the first conversations with Natalie and her team, it was really clear they were exceptionally competent and knew what they were doing.” — Justin 

With the decision made, it was time to head into the first project.

Identifying key opportunities through a Digital Experience Optimization Audit   

Note: It’s been three years since we first teamed up with IDX. Since then, we’ve audited their original site, done testing through our Digital Experience Optimization Program, and completed another audit of their latest site. You’ll find highlights from all of that below, starting with the original site audit. 

When we do a Digital Experience Optimization Audit, our process looks like gathering different types of data, identifying problems, and outlining improvements. 

Audits take, on average, 3-4 weeks from start to finish. The steps involve:

• Kickoff with stakeholders
• Research and analysis
• Findings presentation 

Here’s what that looked like for IDX. 

Kickoff with stakeholders: defining goals 

The initial kickoff meeting involved IDX, The Good, and a lot of note taking. We dug into what IDX wanted to accomplish, what questions they had, and other background information. 

Kickoff is also a chance for our clients to get to know their dedicated team. Each of our clients receives a lead optimization strategist and a specialized team. Teams frequently include specialists in consumer behavior, applied psychology, user experience design, and human-computer interaction. (These diverse backgrounds help us form a 360-degree strategy.) 

In terms of outcomes, goal-setting is a big part of these meetings. For IDX, the goals we established at kickoff and validated through research were: 

• Increase site enrollment volume
• Improve customer experience on-site
• Align navigation to user intent
• Decrease funnel abandonment
• Increase email subscriptions so IDX can nurture leads 

Research and analysis: marrying quantitative and qualitative

After the stakeholder discovery, we provided an external and unbiased audit to identify tweaks and improvements. To do so, we went beyond surface-level metrics and gathered both quantitative and qualitative data.

For example, in a typical audit, one specialist will dig through Google Analytics data to answer questions such as:

• Who are the top audiences?
• What pages are they visiting the most?
• What data indicates a problem area or opportunity for impact? 

This quantitative research helps inform what is happening on the site. But to build a full picture, our team also needs to look into why. 

“You have to have the data. You have to have someone who can run through the data for you and be able to analyze it correctly. You need those two working in tandem.” — Justin

So another specialist will then apply qualitative research methods, such as user research, to help answer questions such as:

• Why are people taking certain actions?
• What’s stopping conversions or contributing to abandoned goals?

Altogether, here’s what our team’s methodology included for IDX’s initial audit:

Findings presentation: where to go next 

Once our team gathers and organizes all our findings, we build out a detailed roadmap outlining strengths, weaknesses, and key opportunities for improvement. 

“When they came back and presented their findings to us, that’s when the real magic started to happen. Because now we had a clear roadmap.” — Justin

In the audit review meeting, our team walks through all of the findings, what they mean, and what the client can do next, with plenty of opportunity for Q&A. 

For IDX, this meant a clear path forward. They met us with a pile of assumptions and ideas; now, they knew exactly what to test to improve the experience for users, maximize investments in ad traffic, and generate ROI. 

“We saw an immediate revenue impact.”  — Justin

Experimentation and an improved enrollment experience through the Digital Experience Optimization Program 

Following the audit, IDX began a custom recurring Digital Experience Optimization Program. Their program consisted of research, strategy, and monthly A/B, multivariate, and split testing to reach their goals. 

For IDX, much of our testing revolved around improving enrollment for their platform.  

Here are some highlights of the testing we did: 

The power of asking, “what can we do better?”  

A reason IDX saw these improvements is their willingness to face shortcomings and lean into a proven CRO process. 

In a sense, it would’ve been easier for IDX to pretend as if their site was perfect. But Justin knew that’s not how they’d boost enrollment and revenue. To make meaningful improvements, IDX’s team had to face where things were broken or needed improvement and then make changes. 

So, they leaned into the kind of testing we did above. They knew it was better to address a weakness than bury their heads in the sand and pretend it didn’t exist. 

“The sooner we can identify what hurdles are in place for people…the sooner we can correct them, and the sooner we can improve.” — Justin

This was a mindset alignment between our team and IDX, speaking to one of The Good’s core values to make improvements, not excuses. 

Seeing those hurdles (especially when your team designed them!) can be difficult, but Justin says, “once you get to the end, the reward is pretty sweet.” 

A clear direction for new and future programs 

Since then, we’ve worked with IDX in several ways. Most recently, we partnered with them to audit their new site. 

As IDX had successfully grown their B2B and B2C branches of business, they’d started to fragment their messaging. Yet, both of these audiences wanted to see similar information — product details, pricing, trust signifiers, and so on. Justin said they realized they’d “benefit from a more holistic approach” and opted to roll the two websites they had into one. 

But creating a cohesive site for multiple audiences was no small feat, and they knew there were opportunities to improve messaging, information architecture, and navigation. 

So, they brought it to us for review.  

“You can’t just stick your head in the sand and say, ‘we did this new website.’” — Justin

How acknowledging mistakes can deliver ROI

“You launch a new site, a new campaign, or a new software product, and you’ve put your all into it,” Justin said, “And having someone objectively look at it and point out some pretty obvious things you might have missed…it’s hard to be that vulnerable as a professional.” 

It’d be easier for IDX to launch their new site, celebrate, and move on. 

Easier, not better for more customers or IDX’s bottom line. 

Similar to past projects, Justin knew where he wanted to end up but wasn’t 100% sure how to get there. And he knew it was better to face their blind spots than plow ahead in the dark. 

“Oftentimes, I learn so much more from being proven wrong than I ever would’ve by just assuming that I was right.” — Justin

Similar to our first audit with IDX, we combed through the site using several quantitative and qualitative methods. However, because this site had lower traffic than the initial site we audited, we leaned more heavily on qualitative methods this time around. 

For example, Maggie Paveza, a strategist with an extensive background in user research, used methods such as:

• Remote user research with highly qualified users, to understand the perspective and hurdles for someone new to the site. This revealed what prevented IDX’s target audience from reaching a conversion. 
• Tree testing, a technique for assessing how well users can locate the information they want within a navigation. This illuminated hurdles within the information architecture and opportunities for testing a more intuitive navigation. 

These and other qualitative methods, combined with several quantitative methods, helped us identify several key improvements for IDX, including: 

• Improving lead generation forms with better expectation-setting for time-to-contact, assuring users sensitive information will be handled securely and confidentially, 
• Providing easier access to resources for those at a top of funnel info-gathering stage

Baselines and focused testing efforts going forward   

In the findings presentation, we presented several short-term wins, as well as a roadmap for future improvements and testing. 

These recommendations were beneficial to IDX in three big-picture ways:

• “Best possible” starting point: IDX is building several new programs from scratch. Justin says the site audit is, “helping us build those programs, and build the website to be able to support those programs, in the best way possible to start.” 
• A baseline for impact: Now that IDX has a clear picture of the current state of the website, Justin says they can “start testing and seeing what kind of impact we can drive.” 
• Focused testing efforts: Because of the audit, Justin says “we’re not sitting there wondering what we should be doing.” Instead, IDX knows exactly what steps they need to take.

“It’s giving us a clear focus on what really matters.” — Justin

Immediate conversion improvements and long term mindset shifts 

In the three years we’ve partnered with IDX, they’ve seen many short-term and long-term wins. 

In the short term, their willingness to improve combined with our proven testing methods have resulted in homepage improvements that increased enrollment by 20.37% and “About Us” page improvements that increased enrollment twofold. 

Immediate returns for testing AND improved ROAS

These and similar results meant immediate ROI for IDX — both in terms of our services, as well as in terms of investments they were making in other services, such as return on ad spend (ROAS). How? An optimized website makes the most out of traffic coming to the site, meaning dollars spent in driving traffic are maximized as well.  

Three long-term benefits that aren’t disappearing anytime soon 

In addition to those short-term wins, IDX has experienced several longer-term wins, too.

These are: 

• An understanding of fundamental conversion truths
• Data-backed decision making
• Focus and clarity 

An understanding of fundamental conversion truths

From our very first project together, Justin started to collect fundamental conversion truths that continue to inform every site, landing page, and campaign his team develops. 

“There are some fundamental truths that came out of that first analysis I use on a weekly basis.” — Justin

Take trust-building. Our research indicated building trust with IDX’s audience is critical. Without it, potential customers default to a well-known competitor. This is true for many brands in many industries, but it’s especially important with security. “In order for them to trust us with something that is so scary,” Justin recalls, “they really need to know who we are and know they can trust us.” 

Consumers have to trust you to buy from you — that’s a fundamental conversion truth. And it’s one of many Justin and his team continue to reference in their day-to-day work. 

He emphasized every time they build something, whether it’s an email or a site, they ask questions like, “Do we have trust builders? Do we have member quotes?…can people feel confident they can work with us?” 

“…those truths continue to be guiding lights. Those continue to make an impact not just for me, but for multiple people on my team.” 

Data-backed decision making

“The main result of our work together is that their team makes data-backed decisions,” Natalie Thomas, Director of Strategy, explained. They’re “informed by real user research and behavioral data, rather than making gut-based decisions.” 

Justin and his team suspected they couldn’t rely on guts or biases when it comes to driving results; our work with them solidified this. 

For example, Justin thought optimizing lifestyle imagery was a priority. But through working with us, he discovered IDX’s audience doesn’t “necessarily care about the age and demographic makeup of the person you put in your picture.” In other words, Justin cared about this factor, but consumers didn’t. Turns out, for them, there were more important issues at stake. 

Extensive research, analysis, and testing have helped illuminate which tests matter and which tests don’t. This, in turn, enables Justin’s team to focus on improvements that directly impact revenue and conversions vs. improvements that are trendy or personally driven.  

Focus and clarity 

Knowing which tests matter — and what tests don’t — give Justin’s team clarity and focus. In each project with us, IDX received a clear list and roadmap of high-impact improvements they could implement now, later, and further down the road. 

To zoom out for a moment, this gives IDX a competitive edge in an increasingly dense security market. 

Justin pointed out, “anyone can guess” and trust their gut, and that’s what many teams out there do. But while some competitors are spinning their wheels on ideas that might make a difference, IDX is gaining velocity making high-impact changes they know will move the needle. 

“We are much more targeted and focused on what we can actually do. We’re not sitting there wondering what we should be doing or what’s going to make a difference. We know what we need to do now, and we’re getting after it.” — Justin

Now It’s Your Turn

We harness user insights and unlock digital improvements beyond your conversion rate.

Let’s talk about putting digital experience optimization to work for you.

The post How Experimentation Allowed IDX To Expand From B2B to B2C (& Improve The Enrollment Experience In The Process) appeared first on The Good.