ConversionXL - Conversion Optimization Blog

Cart Regeneration

A Rejoiner study found that over 50% of the cart abandonment emails they send are opened on a device that is different than the one the customer originally abandoned on.

A typical situation is a person browsing your site on mobile, perhaps adding items to their cart as a “wishlist”, then never completing their purchase.

Wouldn’t it be great if you could email them with the exact items they’d left in their cart, and restore their cart with those items, no matter what device they use when they click through your email reminder?

That’s the beauty of cart regeneration, a feature that online retailers often overlook in their cart abandonment email strategy.

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Empathic Design: Mapping Your Brain, Brand, and Data

What’s the best way to increase conversions? Apart from basic usability fixes, aligning your messaging and design with your users’ motivations is a good bet.

Problem is, discovering user motivations is one of those things that is much easier said than done.

There are, however, research techniques that purport to do just that.

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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 ConversionXL 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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Ad Wars

With Google processing over 40,000 searches every second and Facebook being a hub for 1.13 billion daily active users, Google AdWords and Facebook ads are obvious choices for PPC campaigns.

But is one better than the other? Are the optimization processes for both similar? What about A/B testing?

These are the questions optimizers need answers to before they can really reap the benefits of two very powerful advertising platforms.

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Don't Mess Up Your Website Redesign: An Evidence-Based Strategy

Everyone has heard a horror story about a website redesign. But there are still times when they are necessary or beneficial.

Deciding when is the right time is one important aspect of doing a redesign well. The other aspect lies in the process itself.

We can dramatically improve the performance of website redesign projects when we used a structured approach and we start testing all our assumptions.

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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 ConversionXL 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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UX Research and A/B Testing

A/B testing is common practice and it can be a powerful optimization strategy when it’s used properly. We’ve written on it extensively. Plus, the Internet is full of “How We Increased Conversions by 1,000% with 1 Simple Change” style articles.

Unfortunately, there are experimentation flaws associated with A/B testing as well. Understanding those flaws and their implications is key to designing better, smarter A/B test 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 ConversionXL Institute, we conducted an experiment regarding our explainer video.

We wanted to find out how “trustworthy” and “attractive” different voices were perceived. In this ConversionXL 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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Cialdini's 7th Persuasion Principle: Using Unity in Online Marketing

If you’ve worked in marketing, sales, conversion optimization – any role that has to do with strategic communications/persuasion – you’re likely familiar with the work of Dr. Robert Cialdini.

Since his last book, Influence, came out 30 some years ago, his work has done nothing but influence new generations of those of us in the strategic/persuasive communications space. Even if you haven’t read the book, you’ve probably heard of his 6 persuasion principles.

However, with Cialdini’s new book, Pre-Suasion, comes one new persuasion principle.

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