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.

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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. …

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, …