The IIEA Framework In Action
Acting as a guide, the IIEA Framework allows your organization to tackle complex business problems using targeted experiments that translate data into actionable insights that achieve business objectives — increased revenue, lowered costs, more customers.
Most businesses have access to more data than they realize. But the information your business captures is only valuable if you know what you’re looking for and how to find it.
That’s why the first step in the IIEA Framework is to uncover what data you already have available to you, and analyze what you can do with it. Our data science team uses advanced techniques, including using AI and Machine Learning, to generate new insights from data you’re already collecting from both quantitative and qualitative data sets, including:
How we find revenue opportunities
- Advanced Analytics
- Traffic Analysis
- Heat Maps
- Session Recordings
- Attribution models
- Customer Research
- Mouse Tracking
- Visitor Profiles
We then systematically rank insights based on the strengths of evidence or information sources signaling you when insights are based on weak evidence or information sources.
Leveraging insights gathered in Step 1, our team of behavioural experts and CRO strategists will create an experiment road-map based on the unique objectives and performance metrics that are important to your company.
The IIEA Framework uses a series of criteria to evaluate and prioritize experiment ideas based on their potential for results and how aligned they are to the objectives of your organization.
Prioritizing experiments allow us to focus on the biggest leverage points and business multipliers, delivering even faster results for our clients.
Once we’ve ranked the test ideas and have greater confidence in which ones will truly move the needle, our expert team handles the entire process for executing experiments — from page layout, to design, conversion copywriting, and development.
Using the IIEA Framework, we evaluate the quality of experiments before they are conducted by establishing important criteria such as, setting specific learning objectives, measurable metrics that determine the success or failure of an experiment; as well as evaluating the number of experiments you should run and how insights generated from an experiment (regardless of the results) will be used for future decisions and continuous improvement initiatives.
Because of our streamlined experimentation framework, working with us is faster than doing optimization in-house. So your team can focus on what they do best and leave the idea generation, experimentation, and data analysis to our experts — saving you time and money.
Each experiment delivers real results, produces new insights, and creates a cycle of continuous improvement and opportunity.
The analysis step has two purposes. The first purpose is to confirm our hypothesis and evaluate the key results and metrics your experiment did, or did not, meet. The second purpose is to learn and garner new insights for future experiments.
If the business objective is to increase revenue, and the experiment achieves this by increasing product page conversions, then the goal has been met and revenue gains would compound over the next months and years — possibly changing the whole trajectory of the business. And with even more experiments leading to more increases in revenue, you can see how valuable this cycle becomes.
However, another byproduct of running these experiments is new insights, new data, and new ways of looking at your business and customers. With each new experiment, we are gaining insights into what your customers want and new opportunities to improve their experience.
This leads to even greater momentum, equipping you and your team to make better, faster, more informed business decisions — now and in the future
The Magic Behind The IIEA Framework
What is really exciting is that the IIEA Framework systematically generates new ideas and drives innovation, thereby allowing continuous improvement to take care of itself.
- Accelerate growth with clear and actionable insights into visitor behaviour
- Supercharge your conversion optimization program with new data-backed test ideas
- Increase your revenue month-over-month with data-driven experiments
- Stop wasting money and identify website conversion leaks you don’t know exist