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CRO & Testing

The world’s best archive of content on conversion optimization and online experimentation (A/B, MVT, bandit, AI etc).

Why A/A Testing is a Waste of Time

The title may seem a bit controversial, a fairly common question I get from large (and small) companies is—“Should I run A/A tests to check whether my experiment is working?”

The answer might surprise you.

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Use Voice-of-Customer Research to Boost Conversions

Knowing what your customers want, when they want it, and how they’d like it served up to them is at the core of developing winning test hypotheses.

It’s the why behind the quantitative data that shapes your copy and gives your visitors an easily navigable path to becoming a customer.

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mouse trap

Even if your A/B tests are well planned and strategized, when run, they can often lead to non-significant results and erroneous interpretations. 

You’re especially prone to errors if incorrect statistical approaches are used.

In this post we’ll illustrate the 10 most important statistical traps to be aware of, and more importantly, how to avoid them.

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research

When marketers think of using data to come up with test hypotheses, they often turn to their digital analytics

Yet often times, qualitative research can offer more insight than anything else working to come up with winning test hypotheses.

Where quantitative stuff tells you what, where, and how much, qualitative tells you ‘why.’ The goal of qualitative research is to gather an in-depth understanding of user behavior and why they took those specific actions.

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Mobile tablet

While running A/B tests on all your traffic at once is often tempting, it’s best to target mobile and desktop audiences separately.

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People Comparison Shop, Stupid

If you think people might buy your products or services without checking out the competition first, think again.

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Tempted to Peek? Why Sequential Testing May Help

Raise your hand if you’ve ever struggled with a decision between disciplined testing procedures and expedient decision-making.

For example, think of a time when you’ve had to decide between sticking to your A/B test design—namely, the prescribed sample size—and making a decision using what appears to be obvious, or at least very telling, test data. If your arm is waving vigorously in the air right now, this post is for you. Also, put it down and stop being weird.

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Website code

Why spend hours and thousands of dollars redesigning your website from scratch when someone has already done the work for you?

Millions of businesses turn to website templates to make the design process more efficient. But there’s something almost no one is talking about and it’s a big problem.

Website templates are not optimized for conversions.

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Can You Run Multiple A/B Tests at the Same Time?

As a marketer and optimizer it’s only natural to want to speed up your testing efforts. So now the question is—can you run more than one A/B test at the same time on your site?

Let’s look into the “why you shouldn’t” and “why you should” run multiple tests at once.

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Quality Assurance

Sites that don’t work, don’t convert.

That’s why optimizers conduct quality assurance on sites, landing pages, test treatments, email campaigns, you name it—to make sure they work the way they’re supposed to.

While it’s common knowledge that quality assurance is something you should do, not enough optimizers complete it properly. If they did, there wouldn’t be so many sites that just plain don’t work.

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What’s on my mind

Hi, I'm Peep Laja—founder of CXL. I'm a former champion of optimization and experimentation turned business builder.

I do a lot of thinking, reading, and writing around business, strategy, and optimization. I send a weekly newsletter with what's on my mind on this stuff.

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