Source: Ghosh, Sourobh. 2021. Experimental Approaches to Strategy and Innovation. Doctoral dissertation, Harvard Business School. 👉 Hey. Do you like this conversion tip? Click on 'follow' so you don't miss my next tip.

Because this research shows that by conducting more complex experiments with multiple variants, the chances of finding a winning version are higher - and the chances of having a loser are lower.

"Nice. but what can I do with this?". Take a critical look at your experiment strategy. How many complex experiments, with multiple variants, are you currently conducting?.

In this study, 31,000 A/B tests were examined, focusing on the relationship between the complexity of changes and the performance of these experiments. The research looked into what the top 5% winning experiments have in common, and what the 'bottom 5%' share.

Interesting insight from Harvard Business School: what do high-impact experiments have in common? Mainly two points:. 1 - They involve larger code changes, measured in JavaScript lines (99.9% significance). 2 - Multiple variants are tested simultaneously (99.9 significance)

Tested this on several shops, and the result is a boost in conversions. Quick tip: Dive into customer research to pinpoint key benefits and drawbacks to highlight in your images.

• Clarity upfront: No need to dig through text for pros and cons. • Speed up decisions: Helps customers compare and choose faster in competitive markets. • Stand out: Highlight unique benefits overlooked by competitors.

Amazon sellers have a secret that many online stores are missing: they showcase the pros and cons in their product images! Why is this so effective?. • First impressions matter: Visitors check images first. • Captivate instantly: Grab and keep attention, reducing bounce rates.

A/B test quiz: which version leads to more add-to-carts and transactions?. A - Collapse m2 calculator by default.B - Expand m2 calculator by default. What do you think? Let me know and if you like, also share why. Tomorrow, I will share the result 👀

By doing this, you provide clarity, dispel doubts, and give users a sense of control. Even when your visitors are just one click away from a purchase, last-minute doubts or uncertainties can still arise. It's your job to minimize these as much as possible.

Do you reassure your customers or make them doubt before they buy? With this powerful formula, remove last-minute doubts. Here it is:. - Mention in bullet points what will happen under your CTA. It can't get any easier than this.

We as conversion experts:. Spot the errors.Come up with solutions.Validate them.And voilà: more conversions!. A few recent examples:.- A broken checkout.- Weak value propositions.- A defective 'add to cart' button. So, cheers to the mistake-makers!.

Designers, marketers, developers: thank you for your mistakes! Every day as a conversion expert, I encounter bizarre errors on websites. Mistakes that unintentionally hinder conversion. And honestly, I secretly enjoy it. Because thanks to you, we have an abundance of work.

A/B test: Which version performs best? Comment your choice and, if you'd like, explain why. Results will be shared tomorrow. Background: This is the final step of the ordering process where people confirm their order. Experiment conducted due to high drop-out rate at this step.

- Incorrect referrals, such as a payment provider. - Always include the 'debug_mode' parameter. - Not marking events as conversion events. - Using the wrong scopes for custom dimensions. - Not using the default event names. - Not adding custom parameters. - No server-side tagging.

- Using the default 2-month data retention period instead of 14 months. - Mismatched transactions between the backend and platforms like Shopify or Magento. - Forgetting to include the currency parameter. - No, incorrect, or outdated internal traffic IP filters.

I once went sailing with a broken compass and didn't get far. Yet marketers sometimes navigate on unreliable GA4 data. Avoid making these mistakes:.

That's why many companies choose to work with an agency where these specialists already work. This way, you can discover how it works and gradually do more yourself. Alternatively, you can opt for a hybrid solution where you do some parts yourself and outsource others.

And if you want to be complete, you would also need to fill these roles:. - 1x copywriter.- 1x data analyst.- 1x customer researcher.- 1x consumer psychologist. That is a substantial investment.

Building your own CRO team costs approximately €200K per year. Minimum requirements:. - 1x UX/UI designer.- 1x front-end developer.- 1x CRO manager.- A/B testing tool. This is based on average salaries, employer contributions, and tools, if you can even find the right people.