In today’s fast-paced world, understanding consumer psychology, and more specifically, your potential buyer, is more than a necessity.

Every decision your customer makes consists of several conscious and subconscious emotional triggers.

As neurologist Antonio Damasio argues in his book “Descartes Error”

“Emotion is a necessary ingredient to almost all decisions”

In 1979, psychologists Daniel Kahneman and Amos Tversky published a paper titled, “Prospect Theory: An Analysis Of Decision Under Risk”

 The theory states:

“People make decisions based on the potential value of losses and gains rather than the final outcome.”

The worse thing to do when trying to refine a product, despite its nature, is to ignore the need for testing and rely on guess work under the pretense of scarcity of resources, time limitation, lack of knowledge or whatever your excuse might be.

Regardless that many think of usability testing as hill climbing, instead of seeing it as a solution, because there is much unknown, and they may lack experience.

The bottom line is that the data you can attain through usability studies is unmatched. Usability testing uncovers issues, alludes to possibilities, and provides a roadmap for immediate necessary …

Did you know that 80% of new leads never translate into sales and companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. More than 35% of B2B marketers surveyed have established a lead nurturing strategy. Check out our infographic on “The importance of lead nurturing” for latest lead nurturing statistics and trends.

How often do you conduct a usability test to realize middle-way through you should have taken a different route?

I wouldn’t be surprised if the answer was very often!

Conducting a usability test is by no means cut and dry, and there are many methodological pitfalls that can turn the whole test into a flop if not conducted properly. It is also an important step when conducting a conversion optimization project.

With the different kinds of usability testing, you should keep an eye on the issues that may rise along the way.

This article will focus on answering questions …

The question of website redesign vs. conducting CRO optimization is familiar to companies with a strong online presence. In some instances, gradual conversion optimization effort is the way to go, sometimes a redesign is inevitable.

However, there is a dilemma here.

Although getting new customers to convert remains to be a challenge, once they do convert, returning customers love the site and experience. Would you disrupt and invest in something loyal customers seem pretty okay with?

Growth rates for the Software as a Service business model are inspiring high.

You can just check the astounding Dropbox 3900% growth over 15 months, reaching over $1 billion in annual revenue run rate in 2017. Or Slack’s 63% paid seat growth in 5.5 months. Or Zendesk’s dollar-based net expansion rate of 115% during the fourth quarter of 2016. But SaaS companies need to grow at these impressive rates.

Unlike companies in other industries, which would happily welcome a 20% annual growth, a software company growing at 20% annually has a 92% chance of extinction within a few years.

To …

You must cover all the bases to get reliable results from your A/B tests.

A/B testing mimics scientific experiments, however, it is not a tool that will give you a 100% sure answer in 100% of tests that you run. Only few marketers are aware of the limitations of the method and know how to run it to get valid results and minimize the risk of false positives and false negatives.

That’s why Martin Goodson, now the Chief Scientist at Evolution AI, wrote a paper called “Most Winning A/B Test Results Are Illusionary.” In his paper, he explained that badly …