All posts by Simbar Dube

  • Are A/B Testing Results Permanent? 

    A CRO specialist analyzing A/B test results to see if the variations performed better than the original

    Finally! One of the A/B tests you’ve been running shows very positive and significant results. 

    You’re elated, and you can’t wait to roll out the new design change. 

    Before you do that, allow me to ask you this: 

    Do you think that lift will last forever, or it will begin to lose its effect over time? 

    Assuming that it fades after a while, what could be the reason? 

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  • 7 Things I Wish I’d Known Earlier In My Marketing Career

    A content marketing specialist sharing how he got started in conversion rate optimisation and the lessons learned

    It’s been nearly three years since I walked into the world of conversion rate optimization. 

    When I transitioned from journalism to marketing, I had no plan on what to do, how long I’d stay, or how far I’d try to go. 

    I stayed because of the exciting challenges and opportunities.

    So many lessons have been learned. So many mistakes have been made. So many victories have been celebrated. 

    You try. You fail. You learn. You grow. You move on. 

    Every single week comes with its own set of challenges. Every win or loss will teach you something new and prepare

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  • 8 Lessons from Running 500+ A/B tests in 12 Months

    The average success rate of A/B testing programs sits between 12% and 15%. 

    Yeah, I know…that’s very low. 

    Many brands always start AB testing hoping that it will significantly boost their conversions. A few months down the line, they are bitterly disappointed. 

    They probably don’t understand that it is not the A/B testing that boosts the conversions. But the quality of research that comes before the experiment implementation often determines the success of your test. 

    Sometimes, you can even conduct adequate research, and your A/B test will still fail to produce the results you expect – this also happens often.

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  • CRO For Small Business: 5 Ways To Punch Above Your Weight

    A business owner trying to figure out how to start conversion rate optimisation for his small business

    Hiring a conversion rate optimization agency is a good investment – it’s something that has been proven over time. 

    But I understand that not every company has the resources to do so. 

    Some startup companies operate on a shoestring budget, and they can’t even afford to engage a CRO consultant – let alone having an in-house CRO team. 

    Luckily, you can still do CRO even if you have the leanest budget. 

    In this article, we will look at different CRO practices that can help cash-strapped companies optimize their conversion rate. 

    All the ideas shared in this article can be applied

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  • Landing Page Optimization Checklist: What to do When your Landing Pages are Underperforming

    A pen and a plain sheet of paper to write down the checklist you must have as a business owner to optimize your landing page

    Before we start talking about what to do when your landing pages are underperforming, let’s start talking about the average landing page conversion rate.

    Recent studies have shown that an average landing page conversion rate should fall around 2.35%. So, if your landing page conversion rate is below that number, then it is definitely underperforming.

    But some top landing pages convert way above 2.35%. This indicates that there’s a possibility for your landing page to do more than well.

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  • The Role Of Usability Optimization in Conversion Optimization

    Two conversion optimisation experts testing out a website’s user experience on a laptop and a smartphone

    Not every potential client that reaches out to us has a conversion problem.

    Some have an SEO problem, and others have usability issues plaguing their website – and this is something that they might not be aware of at the time.

    Of course, these two issues end up negatively affecting conversions.

    It’s true. You’ll never boost conversions if your website still has SEO or functionality issues.

    Successful Search Engine Optimization and good usability prepare the soil in which a good conversion optimization program is planted. 

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  • Why and How you Should Document your Experimentation Insights

    A computer screen showing a web application CRO experts use to document their experimentation and AB test results

    Disclaimer: This section is a TL;DR of the main article, and it’s for you if you’re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down, and you’ll see the introduction.

    The only way to continually learn is through rigorous experimentation and documentation. But all too often, small startups are disadvantaged by frowning upon the documentation part or viewing it as an optional formality.  Not documenting experimentation insights makes building a meaningful experimentation program challenging and impedes learning. Not to mention, it’s also good practice. What Is The

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  • Conducting An eCommerce CRO Audit in 2022: What You Need to Know

    A conversion rate optimisation expert analyzing the result of an ecommerce CRO audit done on a website

    Disclaimer: This section is a TL;DR of the main article and it’s for you if you’re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down and you’ll see the introduction.

    A common misconception is that you only have to perform a conversion audit when something seems wrong on your website.  But when you think about it, a CRO audit is very similar to a health check-up.  Regular medical check-ups can help you stay on top of your health.  Likewise, regular conversion rate optimization audits can help your

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