Keetrax is a small New Zealand agency that does almost everything: web development, conversion rate optimization, SEO, Google Ads, paid social, email, and content. Annabelle Pollock has been there for over four years, running a portfolio of clients across those services and supporting the strategists who work under her. Every month, her team owes each client the same thing: a clear view of what to change on their website next, and a reason to believe it.

Analytics Show You the Movement, Never the Reason

For a long time, the evidence behind those recommendations was quantitative. Keetrax used Microsoft Clarity to watch heatmaps and session recordings, which is good for seeing where people move and where they stall. It is no good at all for understanding why.

The gap got wider when Keetrax restructured. Development and CRO had always run as a separate team from marketing, and roughly nine months ago the agency decided that split made no sense. Website work and conversion optimization came under the same roof as Annabelle's marketing team. That meant strategists who had never owned website decisions were suddenly making them, for clients who expect evidence rather than opinion.

Transparent Pricing, and No Sales Call Required

Userbrain arrived at Keetrax around three years ago, on a recommendation from a contractor the agency had hired. What made it the choice, according to the colleague who signed it off, was how straightforward the pricing was: no negotiation, no opaque enterprise quote. Keetrax started paying per test, proved the value, and moved onto a monthly plan.

Every Retainer Opens with Fresh Eyes

Today Userbrain sits at a fixed point in the Keetrax process. Each month the team runs research projects that generate the opportunity list for that client, which then becomes a month of A/B tests or direct changes to the site. The heaviest use is at the very start of a relationship, during onboarding, when nobody at Keetrax knows the client's website well enough to have opinions about it yet.

Adopting it across a team of strategists who had never run research was less daunting than expected. Setting up a test turned out to be intuitive enough that people who had been nervous about it were launching tests on their own quickly. When someone is not sure what to ask, the test templates and the AI task suggestions give them a starting structure, and the mix of task types matters more than it sounds: an open think-aloud task, a 1 to 5 scale, and a simple yes or no answer all pull different kinds of evidence out of the same session.

Annabelle watches the sessions, pulls the findings into a report with her own analysis, and sends it to the client with the video links attached. The AI summaries are what get her there quickly.

Research That Makes the Recommendation Land

The payoff shows up in client conversations. A recommendation from an agency is an opinion until a real person on video demonstrates the problem, and then it is a fact.

What is notable is how consistently that works. Across the tests Annabelle has run since taking on website and CRO work, none has come back empty.

The Whole Team Is In

Ahead of this conversation, Annabelle put the question to every strategist at Keetrax: what would you change about Userbrain? She came back with nothing to report, which says more about adoption than any feature list could.

For an agency where user research was, until recently, someone else's job in another department, real user feedback is now simply how the month starts.

Results at a Glance