Data-backed web design refers to the approach of utilizing empirical evidence and user insights to inform the design and optimization of websites. By analyzing data such as user behavior, click-through rates, conversion rates, and heatmaps, designers can make informed decisions about layout, navigation, content placement, and visual elements. A data-backed approach helps identify user preferences, pain points, and areas for improvement, resulting in enhanced user experiences. A/B testing, user surveys, and analytics tools are commonly employed to gather data and validate design choices. By leveraging data, web designers can create user-centric interfaces that drive engagement, conversions, and overall business success.
In the world of Conversion Rate Optimization (CRO), Eduardo, a seasoned practitioner, shares his journey and the evolving landscape of CRO in Brazil. He underscores the importance of maintaining a problem-solution mindset and learning from mistakes to drive meaningful impact. One core principle he highlights is the need to focus on hypotheses that yield significant results, comparing them to squeezing fruit for juice. This strategy involves exploring promising hypotheses further and discarding those with neutral or unimpressive outcomes, a practice essential for effective experimentation, whether in-house or at an agency. The key takeaway is to persevere with ideas, akin to squeezing every drop of insight from hypotheses, and leveraging comprehensive data for a deeper understanding, a competitive edge held by in-house roles in the experimentation field.
Integrating landing pages is crucial for tailored user experiences. Without it, visitors are directed to generic pages lacking personalized messaging. Landing pages are designed to enhance conversion rates and ROI. E-commerce companies benefit by using various types of landing pages, like the classic hero for focused products, listicle hero for storytelling, collection hero for multiple items, and content advertorials for top-funnel content. Mistakes include using one-size-fits-all pages and lacking customer-oriented content. Improve by collaborating with ads teams, using customer voices, and continuous experimentation. Claire More from Splitbase shared insights on optimizing landing pages for effective campaigns.
Don’t test everything. Experimentation isn’t about proving how clever you are. Mistakes in testing ideas from your own head are common; personal bias clouds results. High-performing experimentation needs executive buy-in and integrated roles. Successful teams engage diverse players with vested interest, ensuring hypotheses formation and metric selection are comprehensive. Valuable experimentation saves time by testing what not to do. Rather than just chasing conversion lifts, recognize when improvements won’t make a difference. Cultural shifts, humility, and prioritizing efficient use of time are key components of effective experimentation programs. Test what makes sense.
In this podcast episode, Mark Eltsefon, a senior data scientist and experimentation evangelist, discusses building an experimentation culture in different companies. He shares his journey from starting as a software developer to becoming passionate about data science and experimentation. He contrasts the experimentation culture at TikTok, where data-driven decisions were central and democratization was encouraged, with his current role at an e-commerce company specializing in print-on-demand. He emphasizes the importance of educating stakeholders about data-driven decision-making, and he highlights the need for strong experimentation infrastructure and high-quality hypothesis testing. He believes that while democratization is valuable, it’s important to balance it with maintaining the quality of ideas and statistical rigor.
Juliana Amorim emphasizes that personalization is not a silver bullet and recommends its use when aligned with strong hypotheses and business goals. She co-founded Croct, a personalization experimentation platform, focusing on adapting user journeys to context. Examples include tailoring websites for diverse buyer personas within B2B companies and customizing content for users at different stages, like newcomers or existing customers. AI-based personalization and rule-based personalization can coexist. Brands should prioritize personalizing their websites and consider first-party data support.
Building a personal brand as a conversion rate optimizer is crucial in today’s competitive digital landscape. Your personal brand serves as a powerful tool to establish credibility, showcase expertise, and attract new opportunities. By cultivating a strong brand identity, you position yourself as an authority in the field, gaining trust from potential clients or employers. A well-developed personal brand helps differentiate you from others, highlighting your unique approach and methodologies. It opens doors to collaborations, speaking engagements, and thought leadership opportunities. Additionally, a strong personal brand creates a lasting impression, leading to increased visibility, a larger professional network, and ultimately, a steady stream of clients or job offers.
By implementing ideation strategies and fostering a culture of experimentation, companies can drive innovation and stay ahead of the curve. Building an experimentation culture is crucial for companies that want to innovate and stay ahead of the competition. It starts with creating an environment where experimentation is encouraged and failure is seen as an opportunity to learn and improve. Teams should be given the freedom to try new ideas and test them quickly using small-scale experiments. It’s important to collect and analyze data from these experiments to make informed decisions about what works and what doesn’t. Lucas Vos interviews Lucia van den Brink in this great AMA session.
Eddie Aguilar, a developer and CRO specialist, shares his experience with experimentation and optimization. He discusses how he started as a developer at a young age and eventually shifted to optimization. He recounts a specific incident while working with Envision App, where he made a global change to the website that caused a significant error, resulting in a spike in error logs. Eddie emphasizes the importance of communication and collaboration in such situations. Despite the error, the test yielded impressive results, with a 227% revenue lift and 70% LTV lift.
David Mannheim, author and expert on personalization, discusses the importance of personalization in marketing. He emphasizes the need for brands to focus on building relationships with customers based on trust and care. Mannheim distinguishes personalization from segmentation, highlighting personalization as a communication principle rather than just a marketing tactic. He also mentions the challenges faced in implementing personalization, such as the pressure for immediate returns and the balance of metrics.
We sat down with Jason Chappel, founder of Defiant, a specialist Customer Value Optimization agency, to discuss what sets CVO apart from CRO. Jason shares his insight on the importance of understanding and optimizing the entire customer journey, from acquisition to retention, and how CVO can help businesses increase customer lifetime value and drive sustainable growth in your business strategy.
We all know that humans are very complex and are hard to predict how they will behave. This is why we want to do use multiple methodologies in tandem to understand our customers.
To have any real influence or buy-in, you need to be able to tell a good story. Khalil recently interviewed Priya Bhatia to get their advice on how to tell a good story.
Optimizing forms during checkout is crucial for a seamless user experience. By simplifying and streamlining the process, businesses reduce cart abandonment rates and increase conversions. Shortening form length, utilizing autofill options, and providing clear instructions enhance efficiency, minimize user frustration, and ultimately boost customer satisfaction, loyalty, and revenue.
Nicoleta walks us through a case-study where she explores a 1 column form vs a 3 column form in checkout.
Learn A/B Testing Statistics, how to use Overall Evaluation Criterion, Twyman’s law, how much traffic do you need to run A/B tests, and other statistical concepts all Experimenters must know.
Are you looking to replace Google Optimize? On Experiment Nation’s recent podcast, Charlotte April Bomford chats with Kenneth Kutyn about replacing Google Optimize, how to select a new vendor, and whether it’s worth building your own Experimentation Platform (spoiler alert: the answer is usually no).
Tim Thijsse, a senior CRO (Conversion Rate Optimization) consultant at Orange Valley, discusses AI and the future of CRO, and the importance of incorporating qualitative research into company-wide processes. He emphasizes the challenge of linking user behavior and mindset to knowledge and information. Tim shares his background, starting as an interaction designer and later transitioning to UX design and CRO. He highlights the evolution of CRO, the need for a culture of experimentation, and the role of qualitative insights in optimization strategies. Tim also discusses the challenges companies face in adopting an experimentation mindset, such as aligning strategy, operations, and technical aspects, and the importance of having a common metric and collaboration among teams.
Ayat Shukairy emphasizes the importance of addressing the functional, social, and emotional aspects of customer needs when designing websites. She shares seven lessons learned from her experience in conversion rate optimization.
Georgi Georgiev performed a meta-analysis of over 1000 A/B tests and has a great deal to share about:
– What you should expect your win rate to be
– The benefits of sequential testing
– Why you should report on confidence intervals
Let’s face it, experimentation is completely misunderstood. The power and the benefit and potential of it is to innovate and develop a business. And when you think about it, that’s what experimentation has always been in relation to the scientific method. If you think about spaceflight, medicine, anything great that’s happened in the history of modern civilization, this has all happened as a result of the careful application of the scientific method.
Experimenters obsess about many A/B Testing Statistics concepts – but not all of them are worth worrying about. Statsig’s Timothy Chan shares his thoughts about test isolation, interaction effects and confidence levels – some of his thoughts may surprise you.
In this presentation, Andra Baragan, the Founder of ONTRACK DIGITAL will walk you through what you need to know to build a strong, successful relationship with your clients and with your team.
You will learn:
– how to set expectations with your client from Day 1
– how to leverage operating procedures and automate your work
– how to communicate with clients and get stakeholder buy-in every time
10 lessons that helped John Ekman in Launching a CRO agency. John learned many lessons when launching his agency – he wants to share them with you.
After decades of acquisition marketing, companies are waking up to the fact that optimising the entire lifecycle of the customer is the way to go. That happens due to rising acquisition costs, cookie deprecation, siloes, company mentalities, etc.
In this session, Valentin will share insights from his 12 years of experience transitioning from CRO – website optimization to increase the conversion rate to CVO – experimenting towards improving the CLV.
Message-Market fit is the idea that a message, whether it be a product, service or idea, needs to resonate with a specific target market in order to be successful. It involves finding the right message that effectively communicates the value proposition of a product or service to a particular audience, in a way that resonates with them.
A/B testing plays a critical role in decision-making – but so does AB Testing Statistics Mistakes. In data-driven companies, A/B tests not only prove positive impacts of product features (treatments) but also provide evidence to safely roll out neutral features that are not expected to move business metrics. When rolling out a neutral feature, we need to test if the treatment is non-inferior to control, and conventional A/B testing is not suitable in this case.
Add Exploration and Validation phases to your testing program – because most of your wins are fake.
How to be a good test coder with Jereon Wieresema
Having mature conversations with immature markets, the problem with the word, “Hypothesis”, the importance of HiPPOs with Nima Yassini
Life optimization involves setting goals and creating plans for reaching them. It also involves improving physical, mental, and emotional well-being. Ruben de Boer shares with our own Richard Joe how he leverages a CRO mindset to engage in activities that bring purpose, satisfaction, and joy to life.
Richard talks to Alun Lucas from Zuko Analytics about Form Optimization
Check out our Experimenter of the week!
Our new podcast host, Richard Joe, speaks to Online Dialog’s Ton Wesseling about how he got started, the lessons he learned during his career, and how the CRO industry will die.
Check out our Experimenter of the week!
Florent Buisson is a decade-long behavioral economist who published a practical guide to behavioral data analysis in business. It’s the book he wished he had when he started in analytics.
In this episode, he shares:
Why intuition can actually be a good thing in data analytics. If you need to know R or Python to understand your users. Why and when causal analytics are important.
Matt Green and Moshe Mikanovsky of Product for Product podcast help you navigate the plethora of A/B testing tools out there.
Whether you’re in product or marketing, listen for a beginner-friendly comparison of tools like Google Optimize, Optimizely, and more.
**This episode, nor those of Product for Product, are endorsements of any of the discussed tools.**
eCommerce CRO veteran Johann Van Tonder shares what usually goes wrong when coming up with test ideas and how to fix it. We also discuss the merits of quantity vs. quality of ideas, the problem with brainstorming, and what to do instead for more effective ideation sessions.
CROs follow a lot of the same strategies across industries, but some industries like Online Gaming require some special considerations.
CROs that work with clients are always looking to be impactful. But in today’s remote/hybrid work environments – that’s become more challenging. Rachel Harrison shares her tips on how CROs can navigate this new world.
As the saying goes, every second counts. Edd walks us through Google’s Core Web Vitals as well as how he approaches testing for website performance.
Sina Fak is the Head of Optimization & Business Intelligence at ConversionAdvocates, the #3 top CRO agency in the world in 2020. Sina shares what businesses get wrong when they hire a shiny new in-house CRO strategist, what to look out for before taking an in-house CRO role, and when a business should consider going agency vs. In-house for CRO.
Webtrends Optimize’s Sandeep Shah was recently crowned CRO Memes’ Funniest CRO of the Year. Find out about his career, how he stays on top of the industry, and his upcoming personal project.
Luke McDermott on Common CRO Political Obstacles and the most cost-effective ways to stand up a CRO team.
Rishi Rawat is the product page guy. With his 13 years of running A/B tests, Rishi shares what makes an effective product description, his go-to method for segmenting product pages, and how to stand out to your visitors during their most “promiscuous state”.
Symplify’s Mika Sano Janze shares her advice for those looking to get into CRO
Speero’s Director of CX Optimization, Edgar Spongolts, dives deep into the influential agency’s Experimentation Maturity Audit and why maturity matters. Learn about the four pillars of a successful experimentation program and what it takes to reach the highest levels of maturity. Take the audit yourself here: https://speero.link/ExperimentNation
Petra Lylander is a growth marketer who developed the experimentation process at Helsinki-based SaaS company, Aiven. In this episode she talks about process documentation for experimentation and how to get other teammates to care about it.
Olabanji Ewenla is a mentor, a Growth Product Manager, and a believer in Experimentation. Learn about his new book, “The Blood Money in Tech”.
Sebastian Bernhardt shares the story behind his new series called Best Approaches, CRO in Germany, and his love for connecting with the Experimentation community.
Curology’s Darian Rusow talks about App Store Optimization and the two important traits CROs should have.
Steph walks us through the challenges of growing Specsavers’ CRO team and how she overcame them, her experimentation red flags, and her take on if CRO certifications are really worth it. Plus: A comparison of the CRO job market between Canada vs. the UK, including how well you can expect to be paid as an optimizer.
If you didn’t know what the word, “obliquity” meant, read on and discover why it’s so important to Experimentation.
Evelyn EBO shares her thoughts on why Product Managers should Experiment and how she gives back to the Product Community.
Tim shares his tips for running low and high maturity experimentation programs, what it’s like to optimize in-house vs. agency, when it is (and is not) ok to make compromises, and to how make your program’s results actually drive action. Plus: Tim’s take on those controversial UI polls on LinkedIn.
Tracy Laranjo chats with Shopify’s Experimentation & Analysis Lead, Shanelle Mullin, about tough buy-in conversations, her take on the “I don’t dream of labour” trend, making experimentation more representative of diverse voices, and how we can empower the next generation of optimizers.
Simon shares how communication and UX are important to any optimization practice.
Tim Mehta talks about how he leverages both quantitative and quantitative research to find frustration points to optimize.
Rohit talks to us about a process called PSIP that hoped him drive 154% growth for over 25 clients.
Manage expectation to avoid headaches when adjusting roadmaps based on experiment results.
CRO not only helps generate sales, it can help save and improve lives.
Farfetch’s Luis Trindade on how to build a strong Experimentation Culture.
Who are the people behind CRO Memes? We don’t know either – but Tracy did recently chat with the elusive group to learn a bit about them.
Learn about how Oliver measures the performance of his team, ensures optimization is connected across functions, and what he’d do if he didn’t run experiments.
Learn about how Shaivi approaches new CRO challenges.
Maulin Shah shares his key elements of an experiment-driven roadmap
Tracy also shares a peek behind the curtain of what it’s like to work on Experiment Nation.
Kudakwashe shares his advice to designers out there who haven’t yet embraced Experimentation.
Joey talks about how to always be aligned to customer needs, working across functions and his drone work.
Lukas shares how he evaluates specialists, and how companies are missing out on 30% of their revenue.
Silvia shares how to apply Maslow’s hierarchy of needs to CRO as well as how to think about testing for value propositions.
Spencer Gray shares how he grew the CRO department at 97th floor and how successful CRO works with other services.
Ana tells us about the differences between the US and Brazil, as well as about the mindset you need to succeed at CRO.
In this episode, Rommil and Tracy interview Melanie Kyrklund from Specsavers on how to run a high-impact optimization program, how to align the program with a product’s vision, and how she likes black licorice.
Hi Raphael, thanks so much for taking the time to chat with us! How have you been? I’ve been good! While the COVID situation here in Montreal is making things a bit boring, business has been stronger than ever, and we work with super fun clients, so can’t complain about that side of things –Continue reading “SplitBase’s Raphael Paulin-Daigle talks about convincing clients to invest resources towards optimization”
Experimenters put so much emphasis on tool selection that they forget the importance of taking a step back and thinking about the bigger picture.
A conversation with AWA digital’s Johann Van Tonder
A conversation with Softtek’s Angeles Alonso about Experimentation
A conversation with WeTeachCRO’s Sam Irvine about Experimentation
A podcast with Gartner’s Shiva Manjunath about Experimentation
A conversation with Bolt’s Gerda Vogt-Thomas about Experimentation
A Conversation with CXL’s Alex Atkins about Experimentation
A chat with Journey Further’s Magnolia Carvajal about Experimentation
A conversation with CRO.CAFE’s Guido X Jansen about Experimentation
A conversation with Convoy’s Chad Sanderson about Experimentation
A conversation with integrate.ai’s Summer Hu about Experimentation
A conversation with BMO’s Claire Yeh about Experimentation
A conversation with Green Light Copy’s Eden Bidani about Experimentation
A conversation with Bithika Mehra about Experimentation
A conversation with TechTarget’s Renee Thompson about experimentation
A conversation with Widerfunnel’s Zharina Pelea
A Conversation with Specsavers’ Melanie Kyrklund about Experimentation
A Conversation with Love Letter Emails’ Kay del Rosario about Experimentation
A Conversation with Scribe Media’s Michelle Mosher about Experimentation
A Conversation with Accenture’s Geetu Mehta about Experimentation
A Conversation with Nermin Canik about Experimentation
A Conversation with CXL’s Gertrud Vahtra about Experimentation
A Conversation with Getuplift’s Talia Wolf about Experimentation
A Conversation with One & Body’s Nancy Kawatra about Experimentation
A Conversation with Invesp’s Hatice Kaya about Experimentation
Clients are always hungry for ROI on their Experimentation efforts. I recently spoke to Sophie about 2 ways the value of Experimentation can be demonstrated for clients, how to build a Culture of Experimentation at companies, and how Experimentation is important to Growth.
A Conversion with Jobber’s Connor Bradley about Experimentation
A Conversation with Optizent’s Anil Batra about Experimentation
A Conversation with Intuit’s Mike Loveridge about Experimentation
A Conversation with Photomath’s Jennifer Lui about Experimentation
A Conversation with Henrik Kahra about Experimentation
A Conversation with Journey Further’s Jonny Longden about Experimentation
A Conversion Conversation with Webtrends Optimize’s Matt Smith
A Conversion Conversation with Raze’s Siobhan Solberg
A Conversion Conversation with Circle Media’s Eddie Aguilar
A Conversion Conversation with DURMC’s Naoshi Yamauchi
A Panel Conversation on A/B Testing Statistics with Chris Stucchio, John Meakin, and Georgi Georgiev
A Conversion Conversation with Conversion Studio’s Tracey Reed
A Conversion Conversation with Kaspersky’s Sumantha Shankaranarayana
A Conversion Conversation with TUI’s Marianne Stjernvall
A Conversion Conversation with Informa Market’s Tony Grant
A Conversion Conversation with Dentsu Aegis Network’s Ric Riley
A Conversion Conversation with Chargebee’s Anirhudh Sridharan
A Conversion Conversation with Salesforce’s Brandon Brackett
A Conversion Conversation with Online Dialogue’s Ton Wesseling
A Panel Conversation on Experimentation Program Goals
A Conversion Conversation with De Nieuwe Zaak’s Marlies Wilms Floet
A Conversion Conversation with Discovery’s Alexandra Resnick
A Conversion Conversation with Microsoft’s Aleksander Fabijan
A Conversion Conversation with Journey Further’s Jon Crowder
A Conversion Conversation with HubSpot’s Alex Birkett
A Conversion Conversation with Brent Jensen
A Conversion Conversation with Autodesk’s Heather Voden
A Conversion Conversation with Conversion’s Stephen Pavlovich
A Conversion Conversation with Fresh Egg’s Sebastian Larsson
A Conversion Conversation with Swiftmonkey’s Elise Maile
A Conversion Conversation with Indeed’s Abhishek Rathore
A Conversion Conversation with Vrbo’s John Meakin
A Conversion Conversation with VWO’s Vipul Bansal
A Conversion Conversation with Gartner’s Shiva Manjunath
A Conversion Conversation with Voiceflow’s Emily Lonetto
A Conversation Conversation with Lowe’s Kenya Davis
A Conversion Conversation with Opencare’s Greg Leach
A Conversion Conversation with Frictionless Commerce’s Rishi Rawat
A Conversion Conversation with McAfee’s Claire Fitzpatrick
A Conversion Conversation with Optimizely’s Alek Toumert
A Conversion Conversation with Chris Stucchio
A Conversion Conversation with Ritual’s Josh Sookman
A Conversion Conversation with TELUS Digital’s Leila Sayah
A Conversion Conversation with UserConversion’s David Mannheim
A Conversion Conversation with Rangle.io’s Franceska Viray
A Conversion Conversation with nib Health Funds’ Jess Vandenbruggen
A Conversion Conversation with IBM’s Daniel Martin del Campo
A Conversion Conversation with LADDER’s John Ostrowski
A Conversion Conversation with Tiqets’ Emeline Catherine Dit Cariot
A Conversion Conversation with Web Focus LLC’s Georgi Georgiev
A Conversion Conversation with Kotn’s Dan Gray
A Conversion Conversation with Abacus’ Jeff Goldenberg
A Conversion Conversation with MailChimp’s Natalie Lin
A Conversion Conversation with Ex-Booking.com Product Owner Jonas Alves