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 …

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?

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 …

Product recommendations engine is a vital feature in e-commerce.

There is no way to argue against it. E-tailers widely use it (particularly top e-tailers, just go on Amazon.com), shoppers already expect to see it and the benefits are indisputable (the statistics below are cutting evidence).

This comprehensive piece will give you a full understanding of the world of product recommendations.

You will discover how product recommendations are generated in a personalized and dynamic manner, the types of recommendations you could use, and the locations in which you could implement them.

You will also learn some tips for best practices and …

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 …

For the love of landing pages, let’s turn them into high-converting machines for our websites.

Who wouldn’t love landing pages? Helpful to visitors and great allies to companies, landing pages drive targeted traffic to your website, bringing in qualified prospects in search for the solutions you and your company offer.

A website can increase leads in 55% by increasing the number of landing pages from 10 to 15. However, generating leads is still the top marketing challenge. The median conversion rate among different industries for lead generation pages falls between 2.6% and 6%. So, there is still room for improvement.

…

There is no such a thing as a perfect website.

No designer, developer, or marketer can alone spot the entire range of problems on a website.

Why? One direct reason is that only real users can identify some of these problems.

The market nowadays is a fierce battlefield, as everyone is striving to provide the best they can for their users. At the frontline, marketers need techniques to better understand websites’ visitors and customers.

There are many articles that tackle usability testing and its benefits. But most of these articles deal with usability as a broad and theoretical term. …