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Ben Labay

Implementing Urgency on eCommerce Product Pages For a 27.1% Lift [Case Study]

You’ve likely read about the effectiveness of urgency before. It’s a commonly used tactic, especially in the eCommerce realm. This case study shows a specific example of how we got a 27.1% revenue lift by adding urgency to the product page.

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How Do Famous Founder Photos Affect Website Credibility? [Original Research]

In this CXL Institute study, we explore how general perceptions of a website are affected by the use of a “human authority image” (a picture of a company’s founder, or maybe just a photo of a person presumably representing the company) on an agency website homepage.

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We Quantified the UX of 5 Bike Websites. Here's What We Learned. [Original Research]

Your design team likely thinks your website is number one compared to your competitors, but a quantified UX benchmark might tell you differently.

We all have our opinions on what good design looks like, but quantifying that and comparing it to competitors, really shows where you stand. Once you know that, you can take action based upon the insights.

This article outlines a UX benchmark study we conducted in partnership with Jeff Sauro and his team over at MeasuringU. We studied five road bike websites. We learned a lot in doing so, and you’ll certainly find some instant takeaways from our insights.

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Checkout Optimization: How Do Trust Seals Affect Security Perception? [Original Research]

This study, conducted through CXL Institute, is the first of a two-part series exploring security perceptions on checkout pages. We compare the effectiveness of six popular trust badges on an actual checkout page.

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Form Field Usability: Should You Use Single or Multi-Column Forms? [Original Research]

Just how bad is a multi-column form layout? This short study conducted through CXL Institute compares form completion time on a single column form vs. a multicolumn form.

Will the same questions with a different layout (one column versus multiple columns) result in different completion times?

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Does the Presenter's Paradox Actually Work in Digital Marketing? [Original Research]

When people weigh choices, the Presenter’s Paradox says they do so by averaging (not adding) the value of each item in a package.

This means if you add more items to a list or more products to a bundle, it could reduce the overall value perception (if the added items are deemed less valuable.

Research on this phenomenon is fairly scarce, though, so we decided to conduct a study through CXL Institute.

We provide 3 perspectives:

  1. We outline what products and lists two academic studies have tested,
  2. We duplicate a product and list test with a larger sample size to try and replicate the findings, and
  3. We then apply the test to six new products, three experiential products (travel package, hotel night, massage) and three physical products (camera, printer, kitchen mixer).

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Which Site Seals Create The Most Trust? [Original Research]

When internet users share private information, they want to feel safe doing so.

One of the most popular ways to convey security on a website is by using trust badges (also referred to as “trust logos” or “site seals”).

This study, conducted by CXL Institute, expands on existing research from Baymard Institute’s research in 2013 to better understand the popularity and efficacy of various trust badges online.

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The Effects of Highlighting a "Recommended" Pricing Plan [Original Research]

Previously, CXL Institute published research we did on the order of pricing plans. This study on the effects of highlighting particular pricing plans is a continuation of that study. It has the same experimental design, except here we explicitly test a new variable – highlighting a plan with a different background color.

Similar to the first study, we manipulated the pricing page for a survey tool, SurveyGizmo, to see if there are different patterns of user perception and preference (choice of plan) for various layout designs (price plan order) when one particular plan is highlighted.

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Empathic Design: Mapping Your Brain, Brand, and Data

What’s the best way to increase conversions? Apart from basic usability fixes, aligning your messaging and design with your users’ motivations is a good bet.

Problem is, discovering user motivations is one of those things that is much easier said than done.

There are, however, research techniques that purport to do just that.

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Screenshot of original SurveyGizmo pricing page, plans ordered cheapest to most expensive

How do you order your pricing page: Cheap-to-expensive? Expensive-to-cheap? Randomly?

This study, conducted through CXL Institute, is the first of a multi-part pricing page study providing data on how people consume pricing plans depending on the plan’s layout design.

For this first study, we manipulated the pricing page for a survey tool, SurveyGizmo, to see if there are different patterns of user perception and preference (choice of plan) for various layout designs.

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