Killer Tests #2

This brand recently added a bunch of new products, thereby increasing its product diversity.

However, most visitors still used the 'All products' collection, where it was hard to easily find exactly what they were looking for.

So, we simply added filters and…

Implementing changes and comparing the conversion rate before & after is a common mistake I see ecom brands make.

When you “evaluate” changes this way your results will be influenced by:

1. Seasonality:
You sell toys and launch the changes the day after christmas. Obviously…

I made 2 high level, in depth tweets about advanced CRO principles today.

Tomorrow I’ll tweet some platitude about “going to the gym even when you don’t feel like it”.

Just to get humiliated by the platitude getting more views than the 2 advanced tweets combined.

Looking…

An in-depth look into the science behind communicating multiple benefits:

People often believe that the more benefits they mention, the more persuasive they will be.

However, while this may seem logically sound, it's entirely false.

Let me explain by delving into a study…

CRO Tactics To Steal #5

How The Stanley Cup uses imagery to resonate with their visitors.

Imagery can be used to communicate:

1. What you sell
2. Who you sell it to
3. What makes you special

But most ecom brands focus solely on the first one 'What you sell'.

Stanley Cup uses…

Been reading this super interesting book Outliers from Malcolm Gladwell

It talks about the importance of putting in the hours when trying to master a certain skill and redefines “luck” in this context.

Luck isn’t being able to to reach mastery in 5.000 hours instead of 10.000. It’s…

Twitter inboud VS Cold email

Twitter & cold email have been my 2 main acquisition channels (next to referrals), and a bunch of people have been asking me about the pros and cons of each so here you go:

Twitter:

- Hot leads
- Allows you to connect with people you’d never have…

Killer Tests #1

Recently we ran a super simple test that resulted in an increase of RPS of 100%+.

All we did was remove the €-sign on the collection and product page to minimize the negative emotions and weight people tend to associate with it.

Not the kind of test we…

Nowhere on earth will you get called a loser by 15 year olds as much as on this beautiful app.

And I love it.

Swatches outperform dropdowns 90% of the times.

- They are more scannable
- They take only 1 click to select a variant while a dropdown takes 2.

If you haven’t already, test turning your dropdowns into swatches.

Feeling like my account has gotten a bit too 'technical' and is lacking some personality I used to focus on more when I was just starting out.

What do you guys think about the current CRO/Personal ratio?

Would greatly appreciate your feedback!

You should NEVER use a collection page with 1 product. Just link directly to the product.

Don’t make the funnel any longer than it has to be.

Adding multiple CTAs almost always leads to a decrease in conversion rate due to the decision fatigue it causes.

So where possible, give your page 1 very specific goal and make the CTA reflect that goal.

For example:

Collection Page
- Goal: Go to a product page
- CTA: View…

Never underestimate the power of social proof.

Add reviews, testimonials, UGC,… to your store.

People are more likely to buy if they know other people have bought the product as well.

This should go without saying but make sure your store has a decent favicon.

This takes a couple minutes to set up and makes your site look way more professional.

It’s one of those things you don’t really notice but makes a difference in the general professionalism of your…