Case Study: Tecovas builds a research-backed testing program with Surefoot

Tecovas turns 20 customer interviews into a prioritized testing roadmap with Surefoot

Tecovas, a direct-to-consumer western boot and apparel brand, faced challenges as its rapid growth outpaced its on-site shopping experience. Decisions were being made on instinct, and the team lacked a shared, evidence-based map to prioritize which parts of the funnel to improve. They enlisted Surefoot to bring clarity and a research-led approach to their optimization efforts.

Surefoot began by conducting twenty moderated user interviews to identify key friction points. They synthesized the findings into a severity-rated opportunity map, which then directly informed a structured testing program including navigation work and A/B tests on product pages and checkout. The result was a clear, research-backed roadmap for ongoing optimization, turning customer insights into a prioritized plan for enhancing the site experience.

Tecovas