All posts by Ayat Shukairy

  • Starting your conversion optimization project the correct way

    Marketing projects can be complicated. Conversion optimization projects are even more intense. They require a very diverse set of skills and a lot of time and patience. It isn’t enough to just have an “eye” or know a few CRO best practices.

    Those days are long gone.

    That means you have to pull out all the stops on a CRO project. The investment early on is always quite large and should be done in a very organized way. Ultimately, during the first couple of months, it’s about uncovering. What most CROs struggle with is confining all that they

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  • The not so pretty side of entrepreneurship: 12 lessons we learned the hard way

    We did it. We have officially made it to the 12-year mark in our business. Yeah sure 12 years isn’t one of those milestones people talk about – it’s usually 10 or 15 years. But since we never did a 10-year anniversary post, we are doing it now.

    12 years means a lot of challenges. And with every year we became more resilient overcoming issues that do many business in.

    Throughout our many years, I can say this one thing applies to every business out there: there is no single strategy that can lead you to success. But hard work,

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  • 2 facebook live events with important CRO lessons

    If you missed, we are conducting a Facebook live every Thursday at 12 pm EST.

    Last week Ayat spoke about the SHIP method (Scrutinize, Hypothesize, Implement, Propagate). She honed in on the first letter in SHIP, Scrutinize. She summarized what it takes to build out your conversion roadmap so you have a plan for testing and moving forward.

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  • $60 billion dollar company pivoted value proposition for a 14.72% increase in conversions

    Khalid recently wrote a post on why most case studies suck. Well, it wasn’t actually that case studies that suck, but rather that the AB experiments conducted within these case studies are simply not valid. We also had an interesting discussion about in the Invesp linkedin and the Invesp facebook pages and tweeted about it as well.

    The point of this long week debate came down to: process, process, process.

    If you follow a sound CRO process and are careful about missteps when it comes to AB testing, you can achieve amazing results and have a successful program.

    But for

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  • Usability Testing on a Budget

    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

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  • Momentum Behavior: Are Visitors in Love with Your Old Site Design?

    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?

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  • Heuristic Evaluation: Your Complete Guide

    Heuristics or heuristic evaluation is one of those terms that have become associated to conversion rate optimization projects. Whether you were a CRO expert or new to this field, certainly you have spotted the high recognition heuristic evaluation receives among usability testing methods.

    Heuristic evaluations are commonly used by most conversion experts. However, keep in mind that you cannot learn the heuristics by heart and just loosely apply them. You need knowledge and resources to conduct an evaluation adequately. Besides, not all heuristics are applicable to every website.

    This guide provides you a full explanation about the 10 heuristics and

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  • The Wins and Pitfalls of Buy Online Pick up in Store (BOPIS)

    Technology and connectivity are rapidly changing. In an aggressively commoditized economy, businesses need to break out of commoditization to a more experience-based offering, if they want to succeed and outshine competitors.

    Many giants in the industry are recognizing this need, so they are trying to provide everlasting experiences for customers through omni-channel touchpoints.

    Online retailers have the challenge of turning the quite mundane experience of online shopping into a unique experience.

    Of course, on the website itself, distinguishing the experience from other online retailers is challenging enough. Most of the distinction happens at purchase, receipt of the product,

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