Perception isn’t always the same thing as reality, even when it comes to something as “objective” as your product’s value.
In fact, the perceived value of your product is fairly malleable. There are countless studies, as well as anecdotes, that support the notion that you can tweak small things to increase your product’s value perception.
One thing many people forget when dealing with data: outliers.
Even in a controlled online A/B test, your data set may be skewed by extremities. How do you deal with them? Do you trim them out, or is there another way?
It’s a cultural trope to “want what you can’t have,” but it’s also a principle based in decades of psychological research. That principle, scarcity, is incredibly powerful in marketing, persuasion, and conversion optimization—when done right especially in a free market with limited resources.
One-tailed tests allow for the possibility of an effect in one direction. Two-tailed tests test for the possibility of an effect in two directions—positive and negative.
Simple as that concept may seem, there’s a lot of controversy around one-tailed vs. two-tailed testing. Articles like this one lambaste the shortcomings of one-tailed testing, saying that “unsophisticated users love them.”
On the flip side, some articles and discussions take a more balanced approach and say there’s a time and a place for both.
Let’s set the record straight.
When you first start doing conversion optimization, you think that the biggest hurdles are technical things: running an a/b test the right way, collecting data correctly, QA’ing tests.
These things are all important, of course. But the solutions are fairly straightforward, and when you reach a certain level of experience and skill, they tend to be a given.
No, the biggest obstacle to a testing program – even a mature program – tends to be human error and cognitive bias.
If you’re not following form design best practices, you’re leaving a lot of money on the table.
While forms aren’t the sexiest part of conversion optimization, they tend to be the closest to the money—the macro-conversions. Spending a little time optimizing forms can be some of the most important optimization work you can do.
Of course, best practices don’t work the same on all sites. It’s contextual. But generally, implementing form design tactics that work more often than not is a good way to get started.
As much as we’d like to think that we’re rational, the reality is, we make many of our decisions emotionally.
Clicks, shares, purchases, comments, engagement are all subject to emotional decision making.
So how can you use this fact to your advantage?
User experience is a nebulous term. What defines a “good” UX from a “bad” UX, and what do the gradations look like between the two poles?
Most articles will tell you that poor grammar can kill sales. While not as important in blog posts as in sales copy, grammatical errors can dissolve credibility, possibly resulting in fewer sales.
But what does the actual data say?
There are few things in marketing we know for certain.
Show a landing page to a panel of experts and ask what’s wrong—and everyone having an answer is one of them.
While there is often no shortage of opinions on how to improve a landing page, the question remains how valuable is most of the feedback?