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Original Research

Price Perceptions of Products with Utility Vs. Hedonism Copy [Original Research]

Inspired by some great feedback on our Ecommerce Price Perception and Image Size Study, we wanted to explore price perceptions again, this time related to differing product descriptions.

Do consumers find more value in a blender that makes creamy smoothies and shakes, or a blender with 750 watts of power? What type of product descriptions depict a seemingly high-value product, hedonic ones or utilitarian ones? In this CXL Institute study, we test three different products to explore this question.

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How Users Read the NYTimes Website – 2004 vs. 2016 [Original Research]

We found an interesting, and rather old, eye-tracking study from 2004 and decided to try to replicate a part of it to see how it works today.

This study, conducted through CXL Institute, involved eye-tracking a couple homepages of the New York Times, one from this year, 2016, and one from 2004. Our primary goal wasn’t the comparison to the old study, rather it was to see what were the ‘priority viewing areas’ for how people process a news site and to see if ‘today’s users’ process the contemporary design differently than one from more than a decade ago.

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Internal Promotions vs Third-Party Banner Advertisements [Original Research]

We were asked recently about the effects of using internal promotions (e.g., a discounted product sold within the site) vs. third-party (from an outside business) banner advertising on web site clarity and visitor perceptions.

Our first study used the five-second test to examine whether ads on website homepages distract visitors from understanding a site’s purpose. This follow-up study looks for differences in user perceptions between ad types: internal promotions versus third-party ads.

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Form Field Usability Revisited: Select Menus vs. Radio Buttons [Original Research]

This short study from CXL Institute compares form completion time on 2 various form designs (radio buttons or select menus).

Is one form design more user-friendly than the other?

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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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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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