ConversionXL - Conversion Optimization Blog

Viral Conversions

Right now there is almost certainly an enterprise exec in a boardroom somewhere saying, “We need it to go viral.” Kittens and memes and babies kissing puppies… viral.

When most people think about going viral, they think about raising a lot of awareness for their product or company. But what about money in the bank, what does going viral mean for your bottom line?

So, the statement becomes: We need to go viral in a way that makes us actual money. Not surprisingly, that usually looks a little different than kittens and memes and babies kissing puppies.

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PXL: A Better Way to Prioritize Your A/B Tests

If you’re doing it right, you probably have a large list of A/B testing ideas in your pipeline. Some good ones (data-backed or result of a careful analysis), some mediocre ideas, some that you don’t know how to evaluate.

We can’t test everything at once, and we all have a limited amount of traffic.

You should have a way to prioritize all these ideas in a way that gets you to test the highest potential ideas first. And the stupid stuff should never get tested to begin with.

How do we do that?

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The Effects of Highlighting a "Recommended" Pricing Plan [Original Research]

Previously, ConversionXL 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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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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