Alex Birkett

Alex Birkett

Alex Birkett is former Growth Marketer at CXL. Follow him on Twitter

The Complete Guide to Writing Product Descriptions That Convert

Most product descriptions are awful. Or worse, non-existent.

Product copy and product descriptions seem like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it.

In fact, some companies do product copy so well that it’s almost a feature of the product itself.

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One-Tailed vs. Two-Tailed Tests (Does It Matter?)

One-tailed tests allow for the possibility of an effect in one direction. Two-tailed tests test for the possibility of an effect in two directions—positive and negative.

Simple as that concept may seem, there’s a lot of controversy around one-tailed vs. two-tailed testing. Articles like this one lambaste the shortcomings of one-tailed testing, saying that “unsophisticated users love them.”

On the flip side, some articles and discussions take a more balanced approach and say there’s a time and a place for both.

Let’s set the record straight.

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