UX Research & CRO Strategy: Establishing a Data-Driven Foundation

eSpares is a leading European supplier of spare parts for home appliances. They are the go-to destination for those highly specific, mission-critical components—like that one uniquely shaped screw required to get a washing machine running again.

The client

The challenge

When I joined, Conversion Rate Optimization (CRO) was a completely new discipline for the website. We didn't just need to change button colors; we needed to build a research-led culture from the ground up to understand exactly how users navigated their massive inventory.

My role

I designed and executed a comprehensive research roadmap, blending quantitative data with qualitative insights to identify where the friction was highest in the user journey.

The Research Methodology

I deployed a three-pillar research strategy to capture a 360-degree view of the user experience:

• User Testing: I developed a structured "think-aloud" testing flow that included competitor benchmarking, exploration of key product pages, and specific search-and-find tasks. This allowed us to see exactly where users felt lost in the catalog.

• Behavioral Surveys: Utilizing Contentsquare, I ran targeted surveys to capture exit intent and frustration points. By mixing open-ended questions with quantitative metrics, I uncovered the primary psychological "blockers" and the core "motivators" that led to a successful purchase.

• Heuristic Analysis & LIFT Framework: I performed a deep-dive audit of the site’s interface, applying behavioral science best practices. I used the LIFT Framework to categorize findings based on Value Proposition, Relevance, Clarity, Urgency, Anxiety, and Distraction.

The Synthesis

My work didn't stop at data collection. I cross-referenced the insights from all three sources to identify recurring friction themes. This resulted in:

• Prioritized Optimization Roadmap: A clear list of recommendations ranked by their potential impact on conversion and technical effort.

• Evidence-Based Insights: Moving the company away from "gut feeling" toward a strategy backed by actual user behavior and scientific frameworks.

Results

The project provided eSpares with their first-ever prioritized testing backlog. By identifying and ranking the most critical friction points, we moved the needle from guesswork to a strategic, data-backed optimization plan that paved the way for long-term revenue growth.