Turn your research into an experimentation roadmap

Online course: Strategic Research for Experimentation

Skill level: Beginner to Expert

Course length: 5h 11min | 12 lessons | 11 downloadable resources

Overview: Run strategic research that fuels your experimentation programs. As a result, you’ll be able to:

  • Learn principles and frameworks for developing a strategic research program.
  • Understand individual research methodologies like usability studies, heat maps, and data analysis.
  • Combine individual methodologies into a strategic roadmap for experimentation.


  • Emma Travis, Research Director @ Speero
  • Gertrud Vahtra, Experimentation Strategist @ Speero

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English subtitles Certificate included

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What you will be able to do at the end of your training

After completing the Strategic Research for Experimentation training program, you’ll be able to confidently turn the insights and learnings from your research into a high-quality experimentation program. You’ll also be able to:

  • Discover the purpose and benefit of eight key user research methods: UX heuristic review, customer surveys, on-site polls, usability studies, analytics analysis, copy testing, session recordings, and heatmaps.
  • Understand the pros and cons of each method: Learn how to determine the most suitable research method/s for any use case.
  • Learn about exploratory, focused, and validation research: Know how to use these research categories to facilitate ongoing user research.
  • Understand the role of thematic analysis: Its importance for experimentation research, and how to do it.

5h 11min. 12 lessons.

You should be implementing user research into your testing program, that will help you uncover the truth behind your clients’ barriers and deliver higher quality metrics.

In this course, world-class instructors, Emma and Gertrud, will cover the optimum approach to incorporating user research into your experimentation program on an ongoing basis.

We have brought together 8 core user research methods, which can be conducted as stand-alone research activities, and showcase how to code, triangulate, and report on the insights you get.

After you take it, you’ll have total confidence in how to use research learnings to run a high-quality experimentation program.

Introduction video

Emma Travis

Research Director @ Speero
As Speero’s Research Director, Emma supports businesses in integrating user research into experimentation programs, unlocking insights for more strategic experimentation.

Gertrud Vahtra

Experimentation Strategist @ Speero

Gertrud is an Experimentation Strategist at Speero and has worked with clients like Bitcasino, MongoDB, and Charles Tyrwhitt. She loves to merge quantitative and qualitative data to gather customer insights.

Bring insane value to your team. Or your clients:

This course is for you if you…

  • You are a new optimizer and would like to incorporate user research into your experimentation program.
  • Would like to build a career as a CRO specialist from scratch, knowing how to fuel experimentation through research.
  • Are looking to add data-driven decision-making to your craft to become more valuable to employers and/or clients.

Skills you will master

ExperimentationExperimentation programsStrategic research

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Your course curriculum

Strategic Research for Experimentation

1 Course Introduction: Incorporating user research into your experimentation program

An introduction to the concept of user research and its role within experimentation. Using Speero’s frameworks, we’ll cover some of the core principles and methods that will support the student’s learning throughout the rest of the course.

2 UX Heuristic Review

What is a UX heuristic review, and its role within user research for experimentation. How to use Speero’s two-step approach to running a robust UX heuristic review.

3 Customer Surveys

What are customer surveys, and what kind of insights can you gather from them? Learn how to successfully run surveys and frame your questions.

4 Usability Studies

What are usability studies, and why they are beneficial within research for experimentation. How to plan and run effective and insightful usability studies.

5 On-site Polls

What are on-site polls and what kind of insights you can gather from them? Learn how to successfully run polls on the site and frame your questions.

6 Analytics Data Analysis

Learn why to conduct Analytics data analysis as part of research for experimentation. How to approach Analytics data analysis to gather the most effective and actionable insights.

7 Session Recordings & Heatmaps

A deep dive into the role of heatmaps and session recordings for supporting experimentation.

8 Copy Testing

Learn how to improve your website messaging and content with Copy Testing.

9 Making Sense of your Research Data

Learn how to use thematic analysis to identify the key themes from across a wide range of research data points.

10 Generating Test Ideas from Research Data

Learn how to turn research insights into test hypotheses, how to use Speero’s ideation workshop format, and how to turn the output into an experimentation roadmap.

11 Reporting and Housing Research Data

Learn how to report effectively on user research data and insights, with a focus on reporting for exploratory research (ResearchXL).

12 Final Exam – Strategic Research

This online course comes with a certificate to prove completion

Completing this course earns you an On-Page, On-Site and Programmatic SEO Certificate.

2024 - On-Page, On-Site & Programmatic SEO CXL Certificate

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