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conversion rate optimization

Cognitive Biases

Persuading completely rational people to make a rational decision or take a rational action would be easy. Unfortunately, you’re stuck dealing with irrational thinking, fueled by cognitive biases and emotions.

So, how do you persuade effectively when people are so heavily influenced by subjective (and contextual) factors?

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Above the Fold

Quick! How many CRO “best practices” can you name off of the top of your head? I’m willing to bet the number is quite high.

I believe best practices are merely common practices [Tweet it!], which is why I’m putting another “tried and true” concept to the test. (If you recall, I also explored whether social proof is really that important.)

This time, let’s look at the space above the fold. How important is it to have your call to action above the fold? Is it true that no one scrolls below the fold?

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How to Structure Your Optimization and Experimentation Teams

It’s important to know the most efficient way to arrange your optimization team to ensure their productivity and yours.

But what’s the best way to structure your team? Should optimization folks be in a separate team? Or under product teams? Or marketing?

There’s several different ways, and choosing which one works best for your company can be challenging. Here’s a rundown of the frameworks, their functions, and the benefits and challenges of each.

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Getting Started

According to Google Trends, the term “conversion rate optimization” is an official “breakout”, meaning “searches for that phrase have jumped by +5,000 percent” over the last few years.

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Optimizing for Shopping Holidays

When you think about the holiday season, you think more traffic, right? More traffic means more conversions. More conversions mean more data. More data means more insights.

But is the data from the tests you run during major shopping holidays representative? We can’t throw sample pollution out the window, can we? Will your insights still be relevant in February when the rush dies down?

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Double Your Conversion Rate

What’s a good conversion rate? A conversion rate that’s better than the one you currently have.

Whatever your current conversion rate is, today’s top conversion rate optimization experts have banded together to help you double it… in just 23 days.

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Validity Threats

You have an A/B testing tool, a well-researched hypothesis and a winning test with 95% confidence. The next step is to declare the winner and push it live, right?

Not so fast.

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Easier Buying

Understanding what consumers want, what consumers need and why is a crucial part of conversion rate optimization.

Earlier this year, BrandShop released the results of the 2015 Digital Consumer Preferences Survey, which revealed in no uncertain terms that consumers want (and need) buying online directly from brands to be easier.

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The Science of Familiarity

Do you remember when Slack launched last year? At the time, I was a diehard HipChat fan. Needless to say, I wasn’t interested in trying Slack. I considered it nothing more than a passing trend. Now? I use it for an average of 10 hours a day for personal and professional reasons. (Sorry, HipChat.)

What’s going on here? How’d I go from loathing something to using it daily in the span of just 3-4 weeks? It’s called the mere-exposure effect, which means we tend to develop a preference for things just because we’re familiar with them.

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Apply for the Turning Data to Insights sprint

Join this 6-week live, interactive training program to learn how to extract the right insights from your data, so you can take data-informed action.

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  • CRO program management
  • Growth experiments
  • Differentiation

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