User Research
Through a structured programme of qualitative and quantitative user research, we develop a deep understanding of how customers think, behave and make decisions on your site. By combining behavioural data, usability insights and experimentation, we uncover the barriers that prevent users from converting and the triggers that encourage them to act. These insights directly inform our CRO roadmap, allowing us to design, test and validate changes that improve conversion rates, customer experience and commercial performance.
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Fabric Analytics are experts in User Research
Let us help you to understand your customer behaviour and turn users into increased revenue.
Behavioural Analysis
We analyse user behaviour across key journeys to understand how visitors navigate your site, where they hesitate, and where they drop out. This provides the foundation for identifying friction points and prioritising optimisation opportunities.
User Testing & Usability Research
Through usability testing, session replays and qualitative feedback, we observe how real users interact with your site. This helps uncover hidden issues around clarity, confidence and ease of use that data alone cannot explain.
Psychological Triggers & Decision Drivers
We apply proven behavioural principles — such as social proof, scarcity, loss aversion, cognitive load reduction, and trust signals — to understand what motivates users to convert and where reassurance or urgency is missing.
Hypothesis Creation & Experiment Design
Research insights are translated into clear, testable hypotheses. We design experiments that isolate specific variables, ensuring changes are grounded in evidence rather than assumptions.
A/B Testing & Experimentation
We validate insights through structured A/B testing, measuring the impact of changes to messaging, layout, calls-to-action, pricing presentation and user flows. This ensures decisions are driven by statistically-sound results.
Insight-Led Iteration & Scaling
Winning tests are rolled out with confidence, while learnings from unsuccessful tests inform future experiments. Over time, this creates a compounding optimisation programme that continuously improves conversion performance.
We use real user analysis to guide design decsions
Heat-map analysis lets us see your site through your users’ eyes. By visualising where attention clusters, where it drops off, and where users pause or hesitate, we can pinpoint exactly what’s working and what’s getting in the way. We use this insight to understand which elements draw focus, which CTAs are being ignored, and where friction is quietly suppressing conversion. Combined with behavioural data, heat maps help us move beyond assumptions and make confident, evidence-led decisions.
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Our 3-step Process
GA4 Audit and Tag Configuration
Get in touch to request your free website audit. We will give you a call to discuss your business requirements. We can support your team to get the most from your GA data, ensure you are fully compliant and create a robust tagging solution.
CRO Programme
Once we know your GA setup is robust and accurate, we can support with a full CRO programme. We will carry out in-depth competititor research, get your site up to speed and establish a detailed A/B testing schedule to target key improvements on your site and optimise conversion.
Real-Time Results
The best way to act on your data insights is in Real-Time. Once we install Fabric Real-Time on your site you will have instant access to campaign results meaning you won't waste any ad spend and can make improvements to your site instantly. Talk to us today about how Fabric Real-Time can improve your revenue.
Unlock the power of your GA4 data
Our proprietary 125 point audit will help you to identify the gaps in your GA4 data and where your business is losing revenue.
Request a Free Audit TodayHow we helped Adanola restore confidence in their Analytics
Fabric Analytics worked with Adanola to uncover how customers were really moving through the site, identifying friction points, misattribution, and gaps in the purchase journey. By correcting measurement, improving consent handling, and refining funnel tracking, we enabled Adanola to better understand user behaviour and create a clearer, more intuitive shopping experience that supports confident decision-making and sustainable growth.
We are ready to help you. Get in touch today
Reach out to our expert team and we will arrange a call to discuss your Data, Analytics and Conversion Rate requirements.