ConversionXL - Conversion Optimization Blog

This I Believe - 25 Thoughts for Life

Throughout his life, architect Bill Claudill wrote down notes on this and that, and organized those thoughts under the title This I Believe. When Tom Peters turned 60, he decided to scribble down 60 thoughts, one for each year – that seemed to capture his professional and personal journey.

I turn 36 in a couple of days (June 24). Much younger than the above named folks, but I decided to do the same. I wrote down 25 TIBs – things I believe to be true. Keep reading »

6 Logical Fallacies That Can Ruin Your Growth

When you first start doing conversion optimization, you think that the biggest hurdles are technical things: running a test the right way, collecting data correctly, QA’ing tests.

These things are all important, of course. But the solutions are fairly straightforward, and when you reach a certain level of experience and skill, they tend to be a given.

No, the biggest obstacle to a testing program – even a mature program – tends to be human error and cognitive bias.

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Innovative Testing

Most people stick to one end of the testing spectrum, which is where iterative testing falls. Why? Likely because it’s the most talked about, the most publicized.

However, there is another end of the spectrum to explore, which is where innovative testing falls. Understanding one without the other is a disservice to yourself, your colleagues and your boss / clients.

A solid testing program includes the full spectrum.

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High Velocity

Mark Zuckerberg famously said, “Move fast and break things. Unless you are breaking stuff, you are not moving fast enough.”

Since then, startups and growth marketers have latched onto the statement. “Move fast and break things” has become a way of life, an ideal for aspiring entrepreneurs who just want to hustle all day, hustle all night like Gary Vaynerchuk.

But how true is that statement, which Mark made many, many years ago?

Does it apply to testing and experimentation? The philosophy of high velocity testing, made popular by a number of different testing and growth experts, certainly makes the case that it does.

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Social Commerce

Seth Godin once said, “You can use social media to turn strangers into friends, friends into customers and customers into salespeople.” [Tweet It!]

Strangers into friends? Of course. Friends into customers? Yep, it’s relatively easy to promote your site (where followers and friends can make a purchase) on social media. Customers into salespeople? Sure, read up on NPS.

But with the introduction of social commerce, which allows friends to become customers on social media sites (without making the trip to your site), we’re taking Seth’s thoughts to a whole new level.

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Can You Turn Detractors Into Promoters?

NPS isn’t the end-all be-all of customer data. But it does give you some insight into customer loyalty and satisfaction.

One of its greatest powers is segmenting customers into three parts: detractors, passives, and promoters. This lets you market to them in different ways. You can send targeted campaigns to promoters, try to convert passives into promoters, and try to solve the problems that detractors complain about.

But can you turn a detractor into a promoter?

Keep reading »