How to make a team that can double conversion rates

Leadership is about people.  It is not about projects or products. If you want to lead people, you need to understand where they are coming from and use that information to make the best decisions for everybody.  If you want people to follow you, you need to hear them.  If you want a product to succeed, … Continue reading How to make a team that can double conversion rates

Communicating Value and Web Conversion Part 1

The only Graduate Certificate of Its kind At The University of Florida, there is a certificate you can get through the college of Journalism and Communications called "Communicating Value and Web Conversion".  The last class I took for this certificate was just as excellent as all the other courses, however there was one major difference … Continue reading Communicating Value and Web Conversion Part 1

How The Website Team Increased Call Center Orders by 14%

Increased Profits When Testing Segments Last year we saw that having our contact number on the site was very helpful for many of our users.  We spoke to our lead designer about the data and asked for some suggestions on how to take advantage of the insight. That was when things got a little crazy.  … Continue reading How The Website Team Increased Call Center Orders by 14%

How We Stopped a Beautiful Page From Ruining Everything

A Culture of Testing is Not Enough SPOILER ALERT - The more beautiful page lost by 37.8%, but that is not all. In late 2017, Our testing team received a beautiful redesign for a hotel page from design.  This new design had gone through user research, including user testing, and would replace the current design … Continue reading How We Stopped a Beautiful Page From Ruining Everything

Website Optimization: How we got 52% more leads in three months

Many thanks to MECLABS and MarketingSherpa for their help in this journey. I could not have done this without them. They also did an amazing job making this information so beautiful and accessible. Note: MECLABS no longer has this information on their site.  I have updated the link to a direct download below. The 5-part … Continue reading Website Optimization: How we got 52% more leads in three months

Cleverness vs. Clarity – Ready… FIGHT!

I am sure you have seen clever ads that help your brain think a different way, and clear ads that are upfront and even blatant sometimes. This article's purpose is to touch on some of the merits and pitfalls between them, and do a light B2C case study on how sacrificing the confused customers for … Continue reading Cleverness vs. Clarity – Ready… FIGHT!

Thought Sequence – why it rules design 

I was working with a designer and explained, in a nutshell, what a thought sequence is and some ideas on how we could follow it in the new designs for a page.  My nutshell version felt too compressed, so here's my augmented explanation: There are 2 principles that will be helpful in understanding the thought … Continue reading Thought Sequence – why it rules design 

How a single home page test achieved 170% increase in leads

After completing a winning A/B test with our Landing Pages, our management team decided it was time to launch a redesign of the home page. A lot of work went into producing the ideas that came out of the brainstorming meetings about the page, and we honestly made some great improvements over the original design. … Continue reading How a single home page test achieved 170% increase in leads

How a B2B company got a 52% increase in leads From Key Pages in 3 months

Situation: When we ran our second form page test, and it too did not succeed, I was discouraged, yet hopeful.  you see, I had already done some work on the form page in question and it had already given us some pretty significant lifts, so it made sense that it would be difficult to succeed here.  Time … Continue reading How a B2B company got a 52% increase in leads From Key Pages in 3 months

The NASA Paradigm in the Business World

Talking with an engineer from NASA, I learned that there is little difference in the learning process used by NASA engineers and that used by many UX and Conversion Rate Optimization (CRO) professionals. Two Sides of the Same Coin Although this is only a minuscule glimpse into what NASA engineers do, it gives enough insight for … Continue reading The NASA Paradigm in the Business World