Jensen and the team determined the most efficient approach would be research that paired visitors’ attitudes about their experience with their behavior on the site—UX research.
With a limited research budget and no internal user experience (UX) research expertise, they found UserZoom. This UX insights system brings together a multi-method research platform, participant recruiting capabilities, and a team of seasoned UX research experts who could provide strategic guidance and conduct studies on their behalf.
The UserZoom research team quickly revealed friction throughout the site, but the Whistle team needed deeper insights to make meaningful changes. Using a combination of surveys and video interviews with their target audience to get unfiltered reactions to the messaging and customer journey, they validated that health monitoring was the most valuable product feature for prospective customers. A pricing study uncovered that consumers were willing to pay more for health-based plans.
Jensen explains, “Of course, when we surveyed customers who bought a GPS tracker they said that was the most important feature to them. But with UserZoom, we engaged the universe of dog owners instead, and for the first time in the company, we had data about where the market was heading - pet health.”
After pinpointing what needed fixing across the website functionality and messaging, the UserZoom research experts conducted a content audit and benchmarking study to establish a baseline for the most impactful conversion points in the customer journey. Armed with a reliable metric--UserZoom’s QXscore--Whistle could repeat this process to measure performance over time as they made changes based on research insights.
