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Where UX, CRO and design meet machine learning & neuroscience.

Kurtis Morrison

Recent Posts

What Booking.com can Teach us About A/B Testing Strategy

Posted by Kurtis Morrison on Jul 25, 2017

Booking.com has a reputation for being one of the most heavily A/B-tested websites on the internet. Every feature, every font size and every color choice has been put to the test at some point. It's one of the reasons that Booking has been so successful in an incredibly competitive travel booking space.

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The Agile UX Toolkit: A modern version of Jakob Nielsen’s “discount” usability.

Posted by Kurtis Morrison on Jul 03, 2017

By now, most companies of a certain size have made at least one attempt to institutionalize UX. But few have managed to truly make it a fluid part of their everyday design processes.

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Topics: UX, Workflow & Tools

The Distraction Economy: why scalable UX is the next revolution

Posted by Kurtis Morrison on Jun 07, 2017

[Note: this post is also available as a SlideShare presentation.}

Information overload: two words that succinctly describe the reality of modern life. Since the advent of the internet, the amount of information available to us has grown exponentially - to the point where the scale of information in existence is nearly incomprehensible.

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Topics: UX, Design Strategy

The truth about button color on websites (according to NASA and eye tracking)

Posted by Kurtis Morrison on May 04, 2017

 It's one of the oldest debates in web design and digital marketing: which color should you use for call to action buttons?

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Which UK car rental brand has the best UX design? [Data]

Posted by Kurtis Morrison on Apr 06, 2017

Admit it - you check up on your competitors from time-to-time to see what they're up to. It's human nature, and in many cases it's a prudent business move.

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Why Your A/B Testing Program isn't Working

Posted by Kurtis Morrison on Sep 19, 2016

By Kurtis Morrison, VP Client Services at EyeQuant

Over the past 4 years I’ve met somewhere between 500 and 1000 conversion optimization practitioners. I meet more every week, and with every person I meet I try and learn a little something. I ask lots of questions. One of my favourite questions is this:

What percentage of your A/B tests are “winners”?

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It seems simple enough. The ultimate KPI for any conversion optimization program is uplift. Without uplift, there is no measurable ROI of conversion optimization. There’s no tangible reason for management to take it seriously as a function. So you’d think that people in CRO - who spend all day looking at metrics and data - would know their own numbers, right? Yet in most cases, the people I talk to have only a rough idea of what their win-rate is, and many don’t really know. (FYI: the reported "win rates" range from 20% to around 70%)

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Cyber Monday: Rating the Best and the Worst Mobile Experiences with A.I.

Posted by Kurtis Morrison on Dec 02, 2014

 

It’s Tuesday morning and retailers across the world are breathing a collective sigh of relief. Although the holiday shopping season still has nearly 4 weeks to go, the high-stakes, ultra-stressful Black Friday and Cyber Monday are behind us. For retailers, the last few days were all about executing on the strategies that have been carefully planned for months. According to a piece in the Washington Post, a common goal this year was to win over a coveted new breed of omnichannel shoppers who “ping-pong from physical stores to laptops to smartphones, and a purchase can come via any of these avenues at any time.”

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Prime Advice: How Amazon Could Improve its Prime Landing Page and Boost Subscriptions

Posted by Kurtis Morrison on Sep 29, 2014

As most of you probably know, Amazon offers a premium membership called “Prime”, which allows you to get fast, free shipping on your purchases, as well as other benefits like streaming video and music. If you shop a lot on Amazon, it’s a pretty good deal at just $99/year, which is why many people (including myself) have signed up.
To drive these subscriptions, Amazon has a landing page set up where it offers users the opportunity to sign up for a free trial of Prime service. I decided to run a quick audit of this page and see if there might be some opportunity to improve it. For all the EyeQuant users out there, this is a good example of how you can use EyeQuant on your own sites.

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Topics: CRO, UX, Design Critiques

Does Clean Design Improve eCommerce Sales?

Posted by Kurtis Morrison on Jul 22, 2014

Internet Retailer recently released its top 500 guide (note: paywall), which tracks the performance of the largest eCommerce sites in the world.

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When You Want to Convert, Less is More

Posted by Kurtis Morrison on Sep 04, 2013

When I'm chatting with clients, partners, and prospects, I find myself talking a lot about the idea of “visual clutter”. My colleague Bitsy has written extensively on the topic of “attention-driven design”, but I wanted to add my take on the issue.

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