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”?
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%)
conversion rate optimization,
Show me, don’t tell me: visually communicating your process eases tensions across departments, and will make your design meeting a hell of a lot easier.
#webdesign #usabilitytesting #weboptimization
Last week in Malmö, Sweden, innovators like Reddit co-founder Alex Ohanian, branding expert Cindy Gallop, and EyeQuant's very own Fabian Stelzer convened to speak about the future of design, technology, and communications at Media Evolution's The Conference. During his presentation, Fabian walks us through a defining question for many at The Conference - an issue which has integral to any discussion about branding, advertising, and marketing. That is, how do we reconcile data with creativity?
We tend to like to think that we are aware of everything going on around us; after all, we are conscious human beings, and we notice changes to our surroundings, right?