Customer insight and research
Unsure what's wrong with your underperforming website? Instead of relying on your own assumptions, I'll help you make data-driven decisions based on your customers' voice, behavioural data and industry best practices.
Websites often fail because nobody has a clear idea of who they are made for, why, and what the target audience actually needs and wants. Instead, owners tend to rely on instinct and gut feeling. These are assumptions, meaning decisions based on your own biased experiences, feelings and motivations. Assumptions lead to doing the wrong things, quickly.
Doing proper research and actually listening to what customers are saying helps us see things from their point of view and understand the range of factors at play. Better still, it frees us from assumptions, sets the direction for our work, and costs less than fixing things that were implemented wrong after the fact.
I'll carry out a range of research to help you optimise your website for people, search engines and AI. Research is always part of my SEO and AI optimisation and conversion rate and UX optimisation projects, and it gives clear direction for development work.
What you get
I tailor the research methods to your specific situation and needs. The research phase aims to find out what to focus on in your web service optimisation project.
I'll carry out research, audits and assessments and document the findings. At the end, I'll give you a presentation with the evidence behind every conclusion. The research conclusions lead the way to concrete optimisation work. Read more about my SEO and AI optimisation and conversion rate and UX optimisation services.
Methods
User research and usability testing
Interviews and usability sessions with the people who actually use your service. I run the sessions, analyse them, and hand back findings that name the decisions you should change.
Web analytics and user flow analysis
I analyse your web analytics and the paths people take through your site, to see where they drop off and which content actually moves them forward. The data shows where to look closer and what to test with real users.
Keyword research
What your audience searches for, and what they ask an AI assistant. The output is a content and navigation structure grounded in real demand rather than your internal org chart.
Technical SEO audit
Whether search engines and AI assistants can actually reach, read and trust your site. I check indexing, sitemaps, canonical URLs, the metadata model, structured data and Core Web Vitals, then hand back the fixes ranked by effort against impact.
Expert UX and CRO assessment
I go through your site the way your customer does, with a trained eye on the places people give up. On every screen along the path from landing to conversion, I ask what is unclear, what is missing at the moment of decision, and where the interface works against the user task.
Work examples
User testing for the CGI.com/fi website
I ran user testing on the cgi.com/fi website. The research produced seven concrete areas for improving the site and laid the foundation for data-driven website development.
See what user research revealed about CGI.com/fiA user-led content concept for Traficom.fi
Through user research and testing, we created a homepage and structural content concept for Traficom’s cluttered site. It raised the share of visitors moving on to online services from 66% to 76% and laid the groundwork for a wider technical and structural overhaul of the whole site.
Read how Traficom’s site was optimised around its users