Technology and connectivity are rapidly changing. In an aggressively commoditized economy, businesses need to break out of commoditization to a more experience-based offering, if they want to succeed and outshine competitors.

Many giants in the industry are recognizing this need, so they are trying to provide everlasting experiences for customers through omni-channel touchpoints.

Online retailers have the challenge of turning the quite mundane experience of online shopping into a unique experience.

Of course, on the website itself, distinguishing the experience from other online retailers is challenging enough. Most of the distinction happens at purchase, receipt of the product, …

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 …

“Why do I need to learn about statistics in order to run an A/B testing?” You may be inclined to wonder, especially considering that the testing engine supplies you with data to make a judgement on the statistical significance of the test, correct?

As a matter of fact, you have plenty of reasons to learn statistics.

If you’re conducting A/B tests, you need to understand some basics about statistics to validate your tests and their results.

Nobody wants to spend time, money and effort on something that will turn out useless at the end. To use A/B testing efficiently and effectively, …

Incentives are powerful.

Even if your website is riddled with elements causing fears, uncertainties and doubts (FUDs), we have found that offering great incentives counter FUDs and persuade visitors to convert.

We are not promoting the idea of having a site riddled with FUDs causing elements, however, remember that every visitor loves a bargain.

Incentives come in different shapes and forms.

They could be as simple as a free shipping offer, or a special discount on limited items, to more complex, unique approaches such as scarcity and urgency. Scarcity incentives point customer to the limited number of items available, while …

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 …