Alex Birkett, Author at CXL Blog

Cialdini’s 7th Persuasion Principle: Using Unity in Online Marketing

If you’ve worked in marketing, sales, conversion optimization – any role that has to do with strategic communications/persuasion – you’re likely familiar with the work of Dr. Robert Cialdini and his principles of persuasion.

Since his last book, Influence, came out 30 some years ago, his work has done nothing but influence new generations of those of us in the strategic/persuasive communications space. Even if you haven’t read the book, you’ve probably heard of his 6 persuasion principles.

However, with Cialdini’s new book, Pre-Suasion, comes one new persuasion principle.

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Why “Only One Change Per Test” Isn’t Good Advice

Do a quick Google search for “A/B testing mistakes,” and you’ll find a good amount of articles.

Common on those lists is the oft-repeated advice that you should “not make more than one change per test.”

As it turns out, like much of the advice in the conversion optimization world, it’s not so simple.

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How to Create a “Luxurious” User Experience (and Avoid Looking “Cheap”)

If you’re a budget brand, there’s nothing wrong with a website that looks kinda cheap.

But if you’re selling expensive watches or clothes? Well, that’s not the message you want to be sending.

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Key Insights from Every Speaker of Elite Camp 2016

Elite Camp is a 3-day traffic and (mainly) conversion event. It’s among the very best CRO events in the world, and of course in Europe. This year was already its 7th year – and the format has proven to be so successful that the event has been replicated in many other countries.

Elite Camp 2016 had an enviable line-up of heavy hitters and rock stars. Here are top insights from every speaker of this year’s event.

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How To Use Interactivity to Increase Engagement (and Conversions)

Interactivity tends to lead to better engagement, and it’s thought that better user engagement equals more conversions and more long term satisfaction with a brand.

The web is an inherently interactive medium, so there are infinite ways to implement interactivity onto your site.

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What Do You Do When Your Customers Are Afraid To Shop Online?

You and I may have a hard time believing it, but many people are afraid to shop online.

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The Presenter’s Paradox: When More Is Actually Less Valuable

If I gave you a 750 page book and a 150 page book, which one would you guess to be the better (more valuable) book?

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Can You Turn Detractors Into Promoters?

NPS isn’t the end-all be-all of customer data. But it does give you some insight into customer loyalty and satisfaction.

One of its greatest powers is segmenting customers into three parts: detractors, passives, and promoters. This lets you market to them in different ways. You can send targeted campaigns to promoters, try to convert passives into promoters, and try to solve the problems that detractors complain about.

But can you turn a detractor into a promoter?

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