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Design & UX

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 Types of Social Proof Work Best? [Original Research]

When shopping online, you can’t hold the product, test it out, or talk to a salesperson about how different brands compare to one another. For these scenarios, social proof is frequently used to guide shoppers towards the best product choice.

Which brings us to the real question: Which social proof techniques are most effective? Are some of them totally ineffective?

This study from CXL Institute explores how different forms of social proof are perceived (with eye-tracking), and then how they are recalled (with post-task survey questions).

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Which Visual Cues Work Best To Drive Attention? [Original Research]

Designers and conversion optimization people use visual cues to attempt to guide users in particular direction on a web page. Maybe you want a user to continue scroll, or to look at a value proposition, so you add a visual cue to subtly guide them there.

However, when you consider the vast amount of different kinds of visual cues that are available, things become complicated.

You could use arrows, lines, photos of people, borders, pointing fingers, bright banners, exclamation points, check marks… The list goes on.

Which brings us to the real question: Are some visual cues more effective than others? This CXL Institute study explores that question.

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How Does Product Copy Format Affect User Engagement? [Original Research]

Product page copy is something that, generally, gets ignored.

Not just the content, but how it is formatted.

In this 3 part study from CXL Institute on eCommerce product pages (part 1 here, and part 2 here), we wanted to explore how elements of a product page affect users’ visual and value perceptions.

This experiment looks at how users view a page and read product text descriptions when the text format changes.

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How Product Image Size Affects Attention and Engagement [Original Research]

Bigger images should make you pay more attention to them, right?

Well, maybe. We decided to test that assumption in regards to eCommerce product pages. In this study from CXL Institute (part  two of a three part series), we explore how elements of a product page affect users’ visual perception and perceived product value.

This experiment looks at how viewers perceive a product page when the product image size changes.

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How Product Image Size Impacts Value Perception [Original Research]

What makes a good product page?

Well, there are tons of elements that come together to make a successful product page. These include price, product image, product copy, layout, etc.

One element in particular, product image size, seems to affect the value perception of the product. In this study from CXL Institute (part one of three of a full eCommerce product page study, the others to come soon), we look at product page design, and in particular, how you can increase the value perception of your particular product.

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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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