Sage + UserTesting

Sage adopted the UserTesting Human Insight Platform to implement a structured, data-driven approach to improving digital experiences. Two years into this partnership, Sage began working with the UserTesting Professional Services team to creatively address research questions and uncover deeper audience insights.

With UserTesting, the Sage team was able to:

• Analyze customer feedback, click paths, and task completion rates to uncover friction points and actionable opportunities
• Organize insights within the UserTesting Insights Hub, a centralized repository that enables stakeholders to access and act on data easily
• Innovate using a hypothesis-driven framework, focusing on experiments rooted in customer needs and data insights

Key improvements included:

• Simplified navigation: Redesigning the "All Products" page with filters for easier exploration
• Step-by-step product tours: Providing clearer guidance to users
• Dynamic visuals: Adding engaging elements that made solutions more accessible and actionable

According to Susan Liu, “We built our research repository through the UserTesting Insights Hub to help with the longevity of our findings, keep our research living and breathing, and empower our stakeholders to access customer insights on-demand.”

Through iterative improvements and targeted experiments, Sage achieved measurable success:

• Intacct product tour: Interactive guides increased conversion rates by 12% (UK), 7% (US), and 47% (AU)
• Personalized support information: Support badges and sections boosted form completions by 31% (UK)
• Dynamic UI in hero sections: Animated visuals increased trial signups by 10% (UK), 36% (South Africa), and 29% (Ireland)
• Simplified product pages: Clearer calls to action led to a 15% conversion rate increase (UK) and 8% (US)

“These metrics showcase our commitment to delivering exceptional customer experiences,” said Sarah Coll, Director of Digital Experience at Sage. “UserTesting has been a key partner in helping us transform feedback into impactful digital experiences that resonate with our users.”

Sage employs a hypothesis-driven framework for digital projects: “IF (variable) THEN (expected outcome) DUE TO (customer insight).” This rigorous methodology ensures all experiments are customer-focused and data-backed. 

“We use QXscore to benchmark sage.com's experiences. Along with NPS and brand metrics, our teams report QXscore directly to the CMO as part of our customer scorecard,” said Caitlin Hindle, User Researcher at Sage.

By addressing the company’s challenges with actionable insights and placing customers at the heart of its digital transformation strategy, Sage has proven that elevating digital experiences drives conversions and builds stronger, more engaging customer relationships.