a surefoot guide to optimizing UX research

At surefoot, we believe in the power of data to guide our work. So when we say we love conducting user experience (UX) research, we ain’t lyin’. Users drive profit. When users aren’t happy (or clicky, or purchase-y), we aren’t happy. And though our work at surefoot entails a smorgasbord of services, we feel UX […]
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the age of ad-pocalypse

Facebook CAPI, Server-side GTM, and how the 20’s are the 00’s all over again It’s hard not to notice the feud brewing between our friends at Facebook and Apple. One side keeps talking about small businesses not being able to reach their customers, and the other about people not having privacy online anymore. So what […]
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Steering your a/b tests toward impact: customer decile analysis

We love testing a site’s navigation as much as the next bunch of test-and-learners—but is that the problem your most valuable customers are facing? Are we running tests that actually make a difference in the customer lifecycle, or simply eking out wins on the margins? There’s a great method for answering these questions, and it’s […]
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2018 reflection and 2019 direction

Well folks, 2018 is in the rearview mirror and we here at surefoot are fresh off the holidays with new resolutions and larger-waisted pants. As we usher in a new year for surefoot, we thought we’d start a little tradition and share a few 2018 successes, as well as some of our more actionable learnings. […]
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Case study: how Peak Design boosted online revenue, rev per visitor and widened the purchase funnel through a/b testing

Like many other wise, perfectly bearded marketers, Adam Saraceno knew a/b testing and personalization were critical pieces of a successful e-commerce toolkit.  But starting out, he didn’t have the resources or time to think about them. “We’re entirely crowdfunded through Kickstarter,” said Adam, chief marketing officer of Peak Design.  “Because we don’t take outside investment, […]
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