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    All posts by Khalid Saleh

  • Stop Confusing Usability Optimization With Conversion Optimization

    By Khalid Saleh
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    • June 13, 2019
    • Conversion Rate Optimization, UX
    an image of a signpost giving proper directions so web users don’t miss their way on a website

    Most of the conversion optimization work that I see nowadays is an over-architected usability fix deployed as AB tests.

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  • Beware of mind games

    By Khalid Saleh
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    • June 12, 2019
    • Business
    an image of a chess player making a move depicting how CRO experts make decisions on client projects

    Coming from a development background, I made sure that we hire some of the best developers to work on FigPii – the platform has been the internal tool we use to conduct our CRO projects.

    But I had an issue with one of our senior developers. As he starts working on a new feature, he will review all the previous code and come up with better ways to write it. He will refactor the code and clean it up. And he will do this again and again.

    With every new feature he worked on, we ended up with a better-written …

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  • My thoughts on Basecamp new head of marketing position

    By Khalid Saleh
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    • June 10, 2019
    • 1 Comment
    • Business
    an image of a CRO expert’s decision board with a lot going on.

    I have been a fan of the work from Basecamp for a long time. Started using some of their products back in 2006, read all the books they published and tried to implement some of their suggestions at Invesp.

    Ayat mentioned that Jason posted recently about a new position at Basecamp – a head of marketing. So, before reading the job details and what it entails, I thought to myself, if I were responsible for hiring a “head of marketing” at Basecamp, what would I ask him to do?

    This would also make for an interesting case study away from many of the …

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  • How To Make Your CRO ( Conversion Rate Optimization ) Project Successful

    By Khalid Saleh
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    • October 9, 2018
    • 1 Comment
    • Conversion Rate Optimization

    I still recall the early days of running conversion optimization projects. Clients would come in with horrible websites, outdated designs, and never had paid any attention to usability.

    You make a few fixes and test them against the control. And BAM! You have an amazing increase in conversions.

    For most websites, long gone are these days.

    Sites are well designed. Most good designers understand fundamental usability principals. Most websites have the basics covered.

    The good news is that we can now focus on more pressing conversion issues. The bad news is that it takes significantly longer to …

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  • How To Calculate A/B Testing Sample Size

    By Khalid Saleh
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    • September 18, 2018
    • A/B Testing, Conversion Rate Optimization

    Any experiment that involves later statistical inference requires a sample size calculation done BEFORE such an experiment starts. A/B testing is no exception. Calculating the minimum number of visitors required for an AB test prior to starting prevents us from running the test for a smaller sample size, thus having an “underpowered” test.

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  • Multiple Testing/Comparisons Problem: How Adding More Variations To Your AB Test Will Impact Your Results?

    By Khalid Saleh
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    • September 4, 2018
    • A/B Testing, Conversion Rate Optimization
    an image of a desktop screen showing an A/B test of a control and variation page with details of how they performed under it

    I will take you back to 2007 to one of the very first CRO projects we conducted for a large online retailer. The website received a massive amount of traffic (100k per day). Since it was one of our first projects, and the team was a bit trigger happy with AB testing, our first test included 30 different designs to run against the control. The headache of implementing all of these designs was overwhelming. None the less, we launched the test after about six weeks of implementation.

    Seven of our challengers beat the original design within five days. The team …

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  • One-tailed vs. Two-tailed Tests – Everything You Possibly Need to Know One-tailed vs. Two-tailed A/B Testing

    By Khalid Saleh
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    • July 24, 2018
    • 2 Comments
    • A/B Testing, Conversion Rate Optimization

    I have meant to write this post for a long time. There has been a lot written about one-tailed vs. two-tailed tests. However, most of the articles approach the topic from a purely statistical perspective providing many formulas but do not show how to do the calculations. Others articles approach the issue from a high-level business perspective. So, here is my attempt to delve deep into the topic. Some sections in this article are heavy on stats and formulas. If you are not interested in these, you can skip them! Special thanks to our data sciences team that checked and …

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  • 7 Reasons Your A/B Tests Fail And Their Solutions

    By Khalid Saleh
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    • June 18, 2018
    • A/B Testing, Conversion Rate Optimization

    Test this, test that…and always be testing.

    As I listened to one speaker after the next, I wondered why a client would hire them in the first place. If you are a CRO agency, and the best advice you can provide to attendees in a conference is to test this and test that, then I am not sure why these companies would hire you in the first place.

    All you need to do is start AB testing, find that one fantastic test that will take you from absolute anonymity to an overnight web success…that is what brings most people to …

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