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CRO & Testing

How To Convert Visitors Who Are Considering Switching From a Competitor

“I use Tide. I’ve been using Tide for the last 40 years. I’ll use Tide to wash the outfit they bury me in.”

“Uh… Thanks Grammy.” I only made the comment that her clothes smelled nice, but her conviction made me realize something very important, “even if they’re on your site, that doesn’t mean they’re going to buy from you.”

Later on, I overheard my 18 year old sister say to a friend on the phone, “Oh My God, UGH, Do what you want, but I would never be caught dead, in clothes from The Gap.”

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How To Sell Conversion Rate Optimization To Your Boss

Here’s something that won’t come as a shock to people who work for big companies: not everyone is on-board with the idea of conversion optimization and testing.

In an ideal world, everyone would be excited by a data-driven approach & the idea of building a conversion culture is something the entire organization would be excited about from day one.

BUT this is the real world.

There are egos and opinions and red tape and executives who wet themselves any time there’s even the slightest chance they can be proven wrong.

Even worse, if your company is one with a silo mindset, where designers go over here, marketers are over here & IT belongs in a cave somewhere over there – the thought of even having one cohesive “Conversion Team” might seem laughable, if not altogether impossible.

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Pulling Back The Curtain on P-Values (or How I Learned To Love Small Data)

For all of the talk about how awesome (and big, don’t forget big) Big data is, one of the favorite tools in the conversion optimization toolkit, A/B Testing, is decidedly small data.

Optimization, winners and losers, Lean this that or the other thing, at the end of the day, A/B Testing is really just an application of sampling.

You take couple of alternative options (eg. ‘50% off’ v ‘Buy One Get One Free’ ) and try them out with a portion of your users. You see how well each one did and then make a decision about which one you think will give you the most return.

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