It will come as no surprise, but like most things in life, conversion optimization will benefit from a strong strategic approach.
This generally includes aligning your goals and resources to build out a roadmap, or at least a framework/process, for your experiments.
![Checkout Optimization: How Do Trust Seals Affect Security Perception? [Original Research]](https://cxl.com/wp-content/uploads/2016/06/brooklinen-norton-jpg_seenmap-320x160.jpg)
This study, conducted through CXL Institute, is the first of a two-part series exploring security perceptions on checkout pages. We compare the effectiveness of six popular trust badges on an actual checkout page.
We want other people to like us. It’s a human desire.
We also want other people to like our websites. If, on our site, we come across as likable, we tend to become more profitable.
So, in conversion optimization, likability is an important and powerful psychological trigger.
Ever scroll through a website and get irrationally angry? Maybe it was the slow loading time, the poor design, the frustrating lack of clarity – no matter the case, I’m sure you can relate.
Though you might not like to hear it, a substantial amount of your customers are going through the same thing on your site right now. This is inevitable. The real money comes from finding these common frustrations and fixing them.
But how?
Here’s something not many people talk about: no one at your organization really wants optimization to succeed – at least not in way that is most powerful and revenue impacting.
Let that sink in.
Just when you start to think that A/B testing is fairly straightforward, you run into a new strategic controversy.
This one is polarizing: how many variations should you test against the control?
The traditional (and most used) approach to analyzing A/B tests is to use a so-called t-test, which is a method used in frequentist statistics.
While this method is scientifically valid, it has a major drawback: if you only implement significant results, you will leave a lot of money on the table.
![Which Site Seals Create The Most Trust? [Original Research]](https://cxl.com/wp-content/uploads/2016/06/trust_seals-320x160.jpg)
When internet users share private information, they want to feel safe doing so.
One of the most popular ways to convey security on a website is by using trust badges (also referred to as “trust logos” or “site seals”).
This study, conducted by CXL Institute, expands on existing research from Baymard Institute’s research in 2013 to better understand the popularity and efficacy of various trust badges online.
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.
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?