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Original Research

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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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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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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The Presentation of Your Value Proposition Matters [Original Research]

Many people in the marketing space are trying to figure out how to best present their value proposition. Which copy works best? Which design?

These are important questions because your value proposition is such a high impact area of your site – some would say the most important part.

So even though many people are working on and researching value proposition presentation, we thought there was still room to investigate, so we conducted a study through CXL Institute 

This study manipulates the value proposition of a financial service SaaS website, and uses eye-tracking and survey tools to test differences and effectiveness among the value prop. variations.

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Which Type of Voice Actor Should You Use for Your Explainer Video? [Original Research]

When designing the landing page for CXL Institute, we conducted an experiment regarding our explainer video.

We wanted to find out how “trustworthy” and “attractive” different voices were perceived. In this CXL Institute study, we tested four different voices, which differed by gender and whether they were professional voice actors or not.

Question is, did it make a different in how people perceived our video content? Yes, and the results were somewhat surprising.

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How to achieve more with less in content marketing

Find out how to reach more people and get the most value from your content marketing efforts with content recycling.

Join Paul Boag, UX Marketing Specialist @ Boagworks, live Wed. May 27 @ 11 AM CT.

Register here

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