Compiled data is analysed to provide insights into what your users want and care about, as well as where there’s friction in their journey, enabling us to offer more intuitive user experience. Simplifying a webpage section or shopping basket might improve user experience and make it easier for your customer to part with their cash. Taking elements away to declutter a page can help focus users on the action that you want them to take. Similarly, clearer signposting will help users navigate. When the data has been analysed for user experience issues, our conversion rate optimisation specialists can then make informed judgments about what action to take—to make hypotheses. It’s important to form hypotheses that can then be tested, providing positive or negative results.