I have spent the last 15+ years working in the digital industry, primarily in user research, UX and “conversion optimisation”.
My experiences running a conversion optimisation agency have led me to conclude that the conversion optimisation industry is really, really messed up.
2017 may finally be the year that businesses start to become customer-centric and embrace intelligent, strategic conversion optimisation (I’ve been saying that every year for what seems like a while now).
Green for “go!” will convert better, surely?
I’m still shocked at the basic nature of A/B testing taking place across the digital industry.
Airbnb started in 2008 and got its name when its three founders rented out air mattresses on the floor of their San Francisco apartment during a conference.
Since then, the company has come a long way.
It’s been disrupting the travel industry by understanding, and moving with, shifts in consumer behaviour.
Bad leadership is the root cause of why millions of people across the world do not enjoy going to work every day.
Good leadership provides the confidence to overcome hurdles. Good leadership encourages people to think big.
The acronym HiPPO carries a negative connotation, but it doesn’t have to. Going forward, it can be a beacon of positivity.
Here’s why.
I have been a long-time admirer of the ASOS user experience.
For over six years I have been using examples from throughout the site’s end-to-end experience in training and presentations.
Dare I say ASOS is the epitome of “ecommerce best practice”?
In a previous post I asked the question “Is AO.com the best ecommerce experience online?”
In my opinion there are four areas in which the brand excels and that are the foundation of a market-leading online experience.
These are:
Times are changing. The C-Suite has to acknowledge that savvier investment needs to be made to ensure the online experience is a knockout.
There are some things in life that can’t be changed. You can’t change your blood relations but that doesn’t mean you’re stuck with them.
Multivariate testing or MVT is synonymous with the testing and conversion optimisation industry – not forgetting the other inherently flawed three-letter acronym, CRO.
MVT is often used by businesses as a catch all term, used to describe the fact that they have a testing tool and that they are running tests on their website.
In previous articles I have discussed my admiration for the online experiences offered by the likes of ASOS, Booking.com and (yes, honestly) Lingscars.com.
Now it is time to add another online experience to the pantheon of greats; the phenomenal ecommerce experience that is AO.com (formerly Appliances Online).
My opinion is that AO.com is among the most customer-centric retailers I have had the pleasure of knowing in more than 15 years working in the ecommerce industry.
In the final post of the five-part series, I explain why you want to swap out your vanity metrics for sanity metrics in conversion optimisation.