intermediate

Behavioral Personas

Retention is the key to building a great business.

When your core product experience brings your users back time and time again, you gain some incredible advantages. You spend less on acquisition, learn from your users faster, and start building a community through word of mouth and referrals.

If you can’t retain your users, you’re going to spend more on acquisition while not growing as quickly. You’ll spread distaste for your product, not delight. Soon, you’ll find that there are no more users out there to churn through.

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Affiliate Marketing

Bo Bennett once said, “Affiliate marketing has made businesses millions and ordinary people millionaires.”

Of course, affiliate marketing has this mysterious aura about it. Many of the top search results for the term are focused on what it is and whether you can make money from it.

The truth is that it’s not all that mysterious. It’s nothing more than another marketing channel for you to experiment with, analyze, optimize and grow.

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Post-Purchase Emails

A common mistake ecommerce store owners make is accepting the sale as the end-goal. It is easy for brands to think in such a transactional way; looking beyond each purchase can prove challenging.

A 2014 survey by Econsultancy revealed, “Just 42% of companies are able to measure customer lifetime value.” Though the remaining 58% understand the importance of customer loyalty and retention, they may find it difficult to execute and analyze customer happiness and conversion campaigns.

For a business to thrive, it must provide customers with long-term value that translates into repeat purchases and, thus, increases the customer’s lifetime value to the company.

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How to Argue

Here’s a common phrase that perhaps you’re familiar with: “Don’t raise your voice, improve your argument.”

As an optimizer, you’re in the business of arguing. You’re constantly arguing with your visitors about whether they should leave their email or not, buy something or not.

Improving your argument, even just a little bit, can have a huge impact on your conversion rate. That’s where rhetoric and persuasion come in.

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Web Accessibility

What if you found out you are, at best, only optimizing your site for 81% of the people who might possibly visit it?

Whether you’ve spent years perfecting your site’s usability or are just getting started, you’d want to know about that other 19%, right? That 19% represents millions and millions of people with disabilities who can’t access or engage with sites in the traditional way.

That’s where web accessibility comes in, opening you up to conversion opportunities you didn’t even know you were missing out on.

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The Battle of the Brand: CRO vs. Branding

Math.

It’s cold. It’s undeniable. It’s absolute. It’s infallible.

Or is it?

As CROs we tend to boil the world of human behavior, intent, and action into neat rows in a spreadsheet. We weave our assumptions together with formulas in order to break down complex interactions into absolute spreadsheet cells valued by the number of the digits they contain.

It’s math. We can’t be wrong!

But we are wrong. We’re wrong a lot. Our entire existence is built around being wrong.

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Product Recommendations

Nowadays nearly every online shop utilizes some sort of product recommendation engine, which is no wonder, as these systems, if set up and configured properly can significantly boost revenues, CTRs, conversions, and other important metrics.

Moreover, they can have considerable positive effects on the user experience as well, which translates into metrics that are harder to measure, but are nonetheless of paramount importance to online businesses, such as customer satisfaction and retention.

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We Quantified the UX of 5 Bike Websites. Here's What We Learned. [Original Research]

Your design team likely thinks your website is number one compared to your competitors, but a quantified UX benchmark might tell you differently.

We all have our opinions on what good design looks like, but quantifying that and comparing it to competitors, really shows where you stand. Once you know that, you can take action based upon the insights.

This article outlines a UX benchmark study we conducted in partnership with Jeff Sauro and his team over at MeasuringU. We studied five road bike websites. We learned a lot in doing so, and you’ll certainly find some instant takeaways from our insights.

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