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Alex Birkett

Alex Birkett

Alex Birkett is former Growth Marketer at CXL. Follow him on Twitter

The Paradox of Choice: Do More Options Really Tank Conversions?

More choice equals freedom, right?

Well, yes, but there’s a good body of evidence that the more choices presented to us, the less happy we are with the one we make.

What does that mean for conversions? Or retention? Or revenue?

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Where NPS Falls Short (and How to Put It to Work)

Net Promoter Score (NPS) is a valuable customer experience tool, and companies everywhere use it to improve their experience and boost revenue.

But there are many misconceptions and misuses of NPS, and this piece will address those, in addition to showing you how you can actually get value from the tool.

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Psychographics: What They Are & How Marketers Use Them

Are you sold on the idea that it’s beneficial to understand your customer personas?

Hope so. If not, it’s guesswork. When you know who your customers are, where they are, what they love, and what they hate, you can market to them much more effectively.

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Bayesian vs. Frequentist A/B Testing: What's the Difference?

There’s a philosophical statistics debate in the A/B testing world: Bayesian vs. Frequentist.

This is not a new debate. Thomas Bayes wrote “An Essay towards solving a Problem in the Doctrine of Chances” in 1763, and it’s been an academic argument ever since.

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When To Do Multivariate Tests Instead of A/B/n Tests

When should you use multivariate testing, and when is A/B/n testing best?

The answer is both simple and complex.

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40+ Conversion Optimization Tools (Reviewed by Experts)

Men have become the tools of their tools.

Henry David Thoreau

Whether you’re a conversion optimization agency, consultant, or in-house at a startup or enterprise, investing in the right conversion optimization tool is a big decision.

We’re asked often whether a tool is good, bad, or downright awful, and until now, haven’t put it all together into a cohesive post.

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Online Manipulation: All The Ways You're Currently Being Deceived

There’s a fine line between online persuasion and manipulation.

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Client-Side Vs. Server-SideA/B Testing Tools: What's The Difference?

Marketers of all stripes are obsessed with tools.

This obsession has bred comprehensive lists of growth tools, SEO tools, and general online marketing tools. It is no different with us in conversion optimization. We nerd out on testing tools.

Though no optimization program has ever hinged on which tool you used, there are important distinctions between A/B testing tools—from the statistics they use, their price, and more.

One thing that is often either overlooked or misunderstood is the difference between client-side and server-side testing tools.

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When to Run Bandit Tests Instead of A/B/n Tests

When should you use bandit tests, and when is A/B/n testing best?

Though there are some strong proponents (and opponents) of bandit testing, there are certain use cases where bandit testing may be optimal. Question is, when?

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How to Build Robust User Personas in Under a Month

Customer personas are often talked about in marketing and product design, but they’re almost never done well.

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