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Our Process

Our Process: The CXI • CXO Feedback Loop

At CXperts, our process is not a linear checklist; it is a continuous, data-informed feedback loop that transforms deep understanding into measurable actions and decision intelligence.

We see ourselves as a balance between researchers and marketers, using deep understanding of problem statements to deliver effective solutions.

The first step is identifying the problem, whether it’s a poorly performing area of your site or a breakdown in customer journey. Paired with your business goals and KPIs, we then assess the impact and level of priority. From there, our approach focuses on our unique CXI • CXO Feedback Loop.

CX Insights

Uncover the why

  • UX research
  • User feedback
  • Analytics & data
  • Reported issues
  • Business goals & KPIs
Impact analysis builds decision intelligence
CX Optimization

Test with confidence

  • Experimentation & A/B testing
  • Personalization
  • UX design & code updates
The What & The Why

CX Insights: Storytelling Through Data

Illustration of connected data cubes forming a network

Before we act, we listen.

Every customer’s experience is unique, and we must understand the story behind why customers do (or don’t do) certain things on your digital property.

Gather insights, not opinions.

Using the most effective qualitative and quantitative research methods, we surface pain points and friction in your experience.

Partners with top UX tech.

Experts with ever-improving, real-time UX analytics and insights tools to prioritize high-impact opportunities to test, redesign, or iterate toward CX wins.

Read more about our CX Insights services: Analytics UX Research
Take Action with Confidence

CX Optimization: Testing & Optimization

This is where insights turn into action.

A strong testing and optimization process is key for minimizing risk and maximizing impact.

We design and deploy advanced tests,

collaborate with clients on complete conversion rate optimization (CRO) programs, and strategize entire personalization campaigns directly based on the insights gathered. This approach ensures changes are validated by real customer behavior.

CXperts is cross-trained on several digital testing & optimization tools

and is equipped to leverage the best tool for the job, whether that be platforms like Wingify, Kameleoon, Optimizely, or Convert.

Read more about our Experimentation
Iteration and Shared Ownership

Impact & The Continuous Loop

Successful outcomes, and key learnings from unsuccessful ones, become the foundation for the next iteration of improvement. The process starts again, ensuring continuous digital improvement.

We empower your internal team to track and analyze the financial and behavioral impacts of every change and adopt a UX-driven culture. CXperts will meet you where you are in your UX maturity: we can get you started with just a part of the CXI • CXO feedback loop, or ramp your company up on the full process.