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. …

Losses terrify us.

The possibility of losing what is close to our heart, or wallet, impacts our decision-making process.

Naturally, we avoid going through any losses, but our brains have mysterious ways of averting losses and falling into risky situations.

A bird in the hand is worth two in the bush, old wisdom has taught us. Although that is not always how we process our decisions, especially when cognitive biases come into the picture.

So, the central question is: can you help your customers in making decisions that will keep the bird/dollars in their hands, by minimizing their losses? The answer …

What to test next in your SaaS website?

Great question. Increasing the conversion rates of a SaaS (software as a service) provider is part science, part art. That means, you need to take a look at the numbers and data from visitors’ behavior, while also looking for unique insights and solutions to some of the problems you uncover with the data.

To help you out with inspiration for future testing, we compiled real-life examples and case studies of successful and surprising A/B tests on SaaS websites.

But, first, a fundamental rule of thumb for A/B testing your way to higher conversion …

Does the process of conversion rate optimization frighten you a bit?

Does it seem complicated to the point you don’t want to go through all of it?

Well, you are not alone. Marketers fear CRO programs implementations for a variety of reasons.

The first intention behind bringing this chapter to life is to encourage you on your CRO efforts, by changing the way you perceive, plan and implement your conversion optimization program. You wouldn’t want to miss the rewards of a well-implemented CRO program.

As previous chapters led us through, the journey of conversion rate optimization starts by understanding the …

“Should I run an A/B test or a Multivariate test?”

This simple yet fundamental question always pops up in planning for conversion rate optimization.

A/B testing is the default and most common procedure in CRO programs. In some cases, though, running a multivariate test can add a significant value. Other times, you have room for both tests interchangeably.

The great benefit of testing? You give your visitors a voice in the design process.

When implemented correctly, testing removes the guesswork from conversion optimization and you move to the stage where every action you take is a result of an informed …

How fast a potential customer moves in a buying funnel defines the length and complexity of the sales process. Some conversions require little time or financial commitment, and the process is completed in a matter of minutes (sometimes even seconds). It is almost like stopping at a convenience store and grabbing a soda.

At the other end of the spectrum, for complex B2B sales or high-value consumer ticket items, a conversion may take months or sometimes years before it concludes. This type of sales would have multiple points of contact, nurture funnels, and the right approach to the right person …

You can only persuade your website visitors to choose your product or service when you address their motivations, needs, and fears.

Visitors are not concerned or aware of your website sales funnel. They come with their own buying funnel which may or may not match your sales process. Successful marketers identify the buying stage of the potential customer and match each stage with the correct sales methodology and techniques to meet the needs of the customer.

Some prospects enter the sales funnel already prepared to buy. Others, the majority, arrive at your site to either browse, look for information, compare …

Understanding your website visitors through personas

Before jumping into conversion optimization, you need to identify your site visitor, by recognizing, for example, concerns, motivations, uncertainties, and trigger words.

One of the first tasks we do as a company, which has been helping marketers optimize their content and their conversion rates, is delve into understanding the market as best we can, prior to initializing the recommendation process.

Most companies are aware of the importance of knowing customers, but few comprehend all that this recognition entails, especially online. The majority is still keeping their heads in the sand and overlooking the high …