You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing

heuristic evaluation, otherwise known as “taking a walk in your customer’s shoes.”

For more on the Pareto principle, you should read Richard Koch’s book The 80/20 Principle: The Secret to Achieving More with Less (Doubleday, 1998).

If there isn’t much movement in the conversion rate or revenue, you may have either found that there’s low elasticity on that page or tested the wrong things.

What is often missing in “best practice” recommendations is a consideration for your unique business environment, goals, and target audience. Your website should be a vehicle designed to uniquely communicate the value proposition of your product or service and then make it easy for visitors to take the desired action.

people, they can process only so much information at one time. Another mental process is using up their ability to see the obvious thing that you want them to. This is an important concept to understand when conducting heuristic analyses of your communications. Even small changes to your messages, page layouts, and user interactions can have a sign

Pop-up surveys can do more harm than good if they’re left on the site for too long, because many visitors find them intrusive.

For each of the experiments we run for clients, our conversion strategists conduct a brainstorming session during which we bring our individual heuristic analyses to the room and run a group LIFT analysis.

we often find that building on the learning from early test isolations gives us insights that contribute to bigger successes in following tests, even if the first test rounds don’t give us the home-run results we all want to see.

An emotive appeal uses descriptive copy and evocative imagery to paint a picture of the benefits your prospect will experience. An effective emotive page creates an aspirational picture that resonates with the prospect’s desires.