Building and borrowing bias are powerful ways to generate sales and keep customers.
On how we can be more honest with ourselves, and build optimization into the process.
As you’ve probably realized by now, I’m a big fan of understanding the why, as opposed to the how. Once I’ve recorded the how, I have a strong compulsion to know why users do certain things. This is, in essence, how I do my work.
Mobile is eating the world. We’ve all been told the importance of having a mobile-friendly website, but yet, most mockups are still delivered rendered for desktop.
The first thing that most users see on any product page is the product images section. I’ll go so far as to say that product images are the second most important element on any product page, ranking just after the add-to-cart button.
The sum of my conversion optimization (and website) experience says the sites that convert the best are those that most closely match the users expectations.
Many marketers end up building several websites over their careers, with some running into the dozens of completed projects. I built a few dozen myself before I started thinking critically about what each page stands for.
Optimizing a checkout page is the final test. This is how I think about checkouts, and how I approach typical optimization projects.
If you distill it down to the most fundamental level, websites are made up of words and images. Some of those words and images are more important than others. Some are meant to be read before others, and some are meant to be clicked on or replaced with text of your own.
One of the most fundamental of all conversion rate optimization fundamentals is context. I firmly believe that everything you put on your website should be aware of the context in which it is placed.