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Seasonality is an ever-evolving trend.

Even if you are not in a seasonal business – your customers are reacting to a particular season in predictable ways that you can leverage.

According to BigCommerce, nearly 40% of online sales are generated in the last three months of the year – October, November, and December.

What’s more:

CRO projects are complicated. They require a team, management, accuracy, creativity, and organization. There are many pieces to make a project succeed. In this article, I’m going to break down the ins and outs of a CRO project, and how to help spark creative solutions to inspire greater persuasion (and conversions).

But before we start – what does the team look like?

There are millions of aspiring entrepreneurs with actually really good ideas. But ideas are a dime a dozen. From those ideas, only a few convert their concept into a company. And that’s just the beginning of a long struggle. As per data collected by Smallbiztrends startup failure rate is quite astonishing. Only 4% of small business startups could make it to their second year (2011 data). Investopedia also states that even though every month, over half a million new businesses spur, only 50% of those shut down within less than five years.

The missing component to many of these …

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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 …

Conversion optimization, much like most SEM activities, touches all verticals and various channels. Each company has its own unique experience, and we always emphasize, no two projects are ever the same. It’s that uniqueness which ensures CRO will succeed for that organization. Nonetheless, projects are brought together with a common thread: the documentation and deliverables that are produced as a result of the research and effort are pretty standard.

Much to my own chagrin, most of our potential clients say that what most CRO agencies say they offer sounds pretty much the same. Obviously, as an agency co-owner, I …

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The quality of insights that you can expect to glean from clickstream data is directly dependent upon the quality of meta-data that you can attach to visitor sessions taking place on your digital platforms.

Visits, page views, bounce rates, cart abandonment etc. are all great metrics but their utility wanes when it comes to their ability to provide any actionable intelligence about advanced efficiency metrics (attribution, channel ROI etc.) and effectiveness metrics (think strategic business outcomes like market share, category growth etc.).

Advanced metrics inevitably require combining data from various sources and businesses to make …

Gif source: by Jason Casteel

Prof Sheen Iyengar of Colombia University is one of the world’s leading experts on the psychology of humans when it comes a choice.

She conducted experiments early in her tenure that was groundbreaking. She set up a tasting table at a grocery store offering visitors a taste from an assortment of 24 different jams. 60% of the shoppers stopped by and took a taste. But then she set up a table with just 6 flavors. A lesser amount of 40% of shoppers stopped by and took a taste.

But the kicker was that 30% of …

There are hundreds of case studies and examples on AB testing, explaining what makes it highly useful for conversion optimization. While AB testing is important, it is a mere component of the overall CRO process. What’s critical to keep in mind is not dive into AB testing right away until you know everything about interpreting, analyzing, and understanding test results.

AB testing isn’t foolproof and like anything in statistics, results can simply be wrong. But the more you know about what makes a test valid, and basic statistical concepts, the more likely it is that you will not face …