How G2A.COM Leveraged Insights
for UX Wins
Sometimes, you don’t need rigid KPIs to uncover valuable insights. Sometimes, the best insight is knowing if the conversation is happening at all.
About the client
G2A.COM is the world’s largest and most trusted marketplace for digital entertainment, where more than 35 million people from 180 countries have purchased over 135 million items. Users can choose from more than 90,000 digital offerings incl. games, DLCs, in-game items, as well as non-gaming items such as gift cards, subscriptions, software, or e-learning – sold by sellers from all over the world. G2A.COM leads in online security, awarded with the prestigious American CNP award for the Best Merchant Team of the Year in Anti-fraud and Cybersecurity, alongside companies such as Microsoft, Barclay’s Bank, and First Data.2
Looking beyond direct user feedback
G2A.COM constantly seeks ways to refine its user experience and optimize customer interactions. Leading this effort is Krystian Miąsik, Lead UX Researcher, who manages a team of UX researchers dedicated to improving customer journeys.
While G2A.COM has a well-structured UX research process that includes surveys, user testing, and direct feedback, one question remained unanswered:
Beyond our ecosystem, is anyone talking about our homepage redesign at all?
This seemingly simple yet strategic inquiry led G2A.COM to partner with Insights24 – a collaboration that would validate internal findings, uncover unexpected nuances, and reinforce key decisions.
Reasons for cooperation
Unlike many data-driven projects, G2A.COM didn’t come to Insights24 with strict KPIs, predefined goals, or a problem to solve. Instead, the partnership was born out of curiosity and strategic foresight.
As the company introduced a major homepage redesign, they knew how their existing users felt about the changes, thanks to surveys and usability testing. However, they were missing a crucial layer of insight:
- Would the redesign spark online discussions beyond direct user feedback?
- If people were talking about it, what were they saying?
- Were there any unexpected reactions, concerns, or praise that they hadn’t considered?
This was a rare case where all possible outcomes were valuable:
- If users were discussing the redesign, it meant the change was noticed and impactful.
- If there was no conversation at all, it suggested a seamless transition – or a missed opportunity to generate engagement.
- If negative feedback emerged, it could help prioritize adjustments before long-term adoption.
As Krystian put it:
Insights that strengthened decision-making
Insights24’s analysis provided G2A.COM with three major takeaways:
Validation of internal UX findings
The insights gathered from social listening closely matched the feedback from G2A.COM’s internal UX research, confirming that their structured user testing was capturing the right signals. This gave the UX team greater confidence in their methodologies.
Understanding the broader audience
G2A.COM traditionally focused on direct user feedback, but the analysis revealed how non-users perceived the changes. This external perspective provided a more comprehensive market view.
No need for a rollback
With any major redesign, companies keep a rollback option in case of negative reception. However, the social listening data showed a positive sentiment overall, reinforcing G2A.COM’s decision to move forward without reverting to the old design.
What’s changed?
The collaboration with Insights24 didn’t just answer one question. It reshaped how G2A.COM thinks about data-driven decisions:
More confidence in UX research
By validating internal insights with external social listening, G2A.COM gained additional proof points for their decision-making.
Greater awareness of non-user perceptions
Understanding what the broader online community was (or wasn’t) saying helped refine G2A.COM’s brand and communication strategy.
A new approach to strategic insights
The experience reinforced that not all research needs rigid KPIs. Sometimes, the best insights come from asking bigger, very open-ended questions.
Four lessons from G2A.COM’s success
The way insights are delivered matters
A well-structured, interactive presentation or a workshop enhances internal impact and decision-making.
You don’t always need predefined KPIs to leverage reports
Strategic research can be exploratory and still bring game-changing insights.
Silence is a signal too
If no one is discussing your big change, it could mean either a smooth transition or a missed engagement opportunity.
External validation strengthens decisions
Combining internal research with external data prevents biases and gives a fuller market picture.
Final thoughts
G2A.COM’s collaboration with Insights24 highlights a powerful truth in market intelligence: Sometimes, the best insight isn’t about where, when, or how much people are talking – it’s realizing whether your audience is talking at all.
By asking the right questions – even without predefined answers – G2A.COM gained clarity, confidence, and strategic direction, proving that impactful decisions don’t always start with a spreadsheet full of KPIs, even in data-driven companies.
Not sure what to track and analyze? That’s okay. The right questions lead to the best insights. Let’s explore how data can shape your strategy. Let’s talk!