Sandra Niehaus

Analytics & Conversion

Should You Blame Your Designer For Poor Conversion Rates?

Recently, I’ve noticed a disturbing trend in the conversation rate optimization (CRO) community—blaming low conversion rates on web designers. Designers are being caricatured as either “clueless” or unable to restrain their conversion-killing creative impulses. How valid is this view? In my experience, there’s plenty of blame to go around for poor CRO performance. Let’s name […]

Analytics & Conversion

3 Essential Traits Of Conversion-Optimized Design

We regularly perform expert CRO reviews of web designs for our clients. What informs these reviews? Is it just our aesthetic opinion? Must a design look a certain way to be effective at conversions? No. But whatever their appearance, conversion-optimized designs do share some common traits, and in this article I’ll discuss three I consider […]

Analytics & Conversion

3 Reasons Not To Run Conversion Tests

Testing is a hot topic. But before you decide what to test and which kind of test to run, step back and ask an even more basic question—whether to bother testing at all. In this article, I’ll take a quick look at three situations where the answer to “should I test?” is most likely a […]

Analytics & Conversion

Conversion Zen: Transforming Errors Into Opportunities

Who’s responsible for your site’s error messages? Who decides what they say, when they appear, and how they look? It’s a key question—because if you haven’t paid attention to how your site treats visitors when things go wrong, their experience is much more likely to be negative—and talked about. This article is second in a […]

Analytics & Conversion

Conversion Optimization Touch Points: Turning Errors Into Opportunities, Part 1

On the web, errors are seemingly inevitable, and there are plenty of best practices for minimizing their negative effects. But what if we treated errors as an opportunity? What if we deliberately designed our customers’ error experience—not just for basic usability and clarity, but with conversion in mind? In this article I’ll take a look […]


Conversion-Optimized Touch Points: The Thank You Page

In the field of conversion optimization, there’s an understandable focus on landing pages. But why stop there? Every single touch point is an opportunity to improve the user experience and the bottom line. In this article I look at ways to optimize one of these oft-overlooked points: the thank you page. What is a thank […]

Analytics & Conversion

3 Ways To Leverage Time For More Conversions

Time, they say, was invented to keep everything from happening all at once. Whether we’re performers, filmmakers or UX designers, time allows us to organize events and engineer an audience’s experience. Time is also a conversion lever that can be as powerful as messaging, placement, color or any other user experience factor—and as deserving of […]

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