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Alex Birkett

What is Split-Path Testing (and When Should You Use It)?

One of the testing strategies is experimenting with the path people take towards their final conversion/purchase. This is referred to as a split-path test or alternative path test.

This could give you the needed lift when nothing seems to move the needle anymore.

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What's The One Thing That Creates High User Engagement?

There’s one thing that influences user engagement on your website more than anything else.

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Should You Optimize for Micro Conversions?

If we’re supposed to optimize what’s closest to the money, what is the value in optimizing for micro conversions?

Many blog posts have espoused this as a way to incrementally increase revenue and final conversions, but does tweaking stuff unrelated to purchase actually assist your bigger goals?

There are many different opinions on this question.

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When "Free" Converts (and When It Doesn't)

If I asked you, “what’s the most persuasive word in the English language,” what would you say?

Many would say “free” – and that may or may not be accurate. It’s one of those CRO ‘best practices’ that is often repeated but rarely discussed in detail.

There are studies that support its power, but there is also plenty of data that supports the idea of ‘free’ being detrimental to optimization.

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Using Cohort Analysis for Conversion Optimization

With all the talk about A/B testing, it’s easy to forget there are other methods of measuring the effects of experimentations, such as cohort analysis.

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Archiving Test Results: How Effective Organizations Do It

You’re running lots of tests? Great stuff.

Now, here’s a piece of the puzzle you may not have thought about: what is the most appropriate way to archive test results?

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customer surveys

Qualitative research or quantitative research? Doesn’t matter if you’re doing it wrong.

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luntz words that work

“It’s not what you say, it’s what people hear.”

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How Can We Really Measure The ROI of Optimization?

Imagine you’ve been working on optimizing a site for a while now, say 3, 6 or even 12 months.

You’ve had solid winners each month, and you’re confident in the test results. These are not imaginary lifts. But now your conversion rate looks the same as when you started. How do you explain this to the boss/client?

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11 Things That Work More Often Than Not in A/B Tests

While there are no universal rules in conversion optimization, there are some things that tend to work more often than not. This article will give you some of these tactics to test for yourself.

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