• MarkSimpson_Maxymiser

    These traits are great guidance for readers, but it’s important that readers understand that the only way they will receive the best optimized designs for their individual websites is by engaging a conversion management solution with multivariate testing. For example, the second “Add to Cart” design in trait #1 is without a doubt much stronger than the first, but we’ve found in the past that some websites are best optimized by removing the “Add to Cart” all together, or placing it in a different location–it all depends on the way your customers are using your site.

  • http://www.Weberest.com weberest

    Thanks, great post!
    By implementing similar tactics we have achieved nearly 15% conversion rate on several lead generation company websites.

  • http://www.moovinonup.com/blog kevingallagher


    Thank you for a great read. I have two questions that I would like your thoughts on.

    1) As great as conversion/usability optimisation is. The problem that people face is not that they know that they need to test these things. Its what they test is where they find the problem. What’s your thoughts on this?


    2) As Usability goes drop down menus are evil for the obvious reasons. As I see some in the above example. So if this is true what in your opinion is a good alternative to drop downs that make it more usable?

  • http://www.closed-loop-marketing.com Sandra Niehaus

    MarkSimpson_Maxymiser – Absolutely – I certainly hope no one takes the above examples as literal directives! These are meant to illustrate guiding principles, and of course they must be tested for each particular company and channel/audience. We even see response variation at the level of individual product or service. There is no one ‘magic’ solution.

  • http://www.closed-loop-marketing.com Sandra Niehaus

    weberest –
    Thank you, and great work! Love to hear more about it if you can share the result details…

  • http://www.closed-loop-marketing.com Sandra Niehaus

    kevingallagher – great questions. A couple thoughts:
    RE #1 – I could go on about this all day! It’s a matter of A) being able to prioritize what to test based on potential business impact, and B) having copywriters and designers who are knowledgeable about CRO and can create strong, valid test options. If a company is weak in either area, the tests are likely to underperform. Luckily, there is a growing number of CRO consultants and designers who can assist with either area – help you identify test opportunities and plan out a testing strategy, and/or create strong test variations for you.

    RE #2 – If you mean site navigation menus, the larger versions you see on sites such as http://www.REI.com are an improvement to the typical drop-down menu. The careful use of small delays helps accommodate normal human mousing errors, for example.

    Hope that helps, let me know if you have follow up questions.

  • http://renanpoa renanpoa


    The links of the images are broken? or is it just with me?

  • http://www.closed-loop-marketing.com Sandra Niehaus

    Hi renanpoa, Not sure what the issue might be, but I’m seeing the images OK, and haven’t heard any other reports of them being broken… Let me know if you still can’t see them and I’ll be happy to send copies over to you if you’d like.