Conversion

We had an incredible time connecting with many of you at Experiment with Anything! The morning was about experimentation from three unique perspectives, sparking engaging discussions. A huge thank you to everyone who braved the weather and train delays to join us. For those who couldn’t make it – we recorded the entire event and will be sharing it soon! Make sure to sign up for our newsletter to stay updated and catch up on everything we covered: https://lnkd.in/eCzkA4WE #londonevents #events #experimentation #experimentwithanything #eventrecap

In today’s competitive landscape, understanding user behavior is the key to driving business outcomes. As Meghan from Best Egg emphasized during a recent discussion, a fascinating challenge is emerging: user behavior on mobile vs. desktop is diverging significantly, and it’s not always easy to pinpoint why. Despite numerous tests, results across device types continue to unfold layer by layer, much like peeling back an onion. This highlights the importance of iterative testing - continuously learning and adapting. What should the user experience look like for a mobile vs. desktop visitor? Are mobile users simply browsing, while desktop users convert? These are the critical questions that shape our testing roadmap and optimization strategies. Meghan also touched on the need to analyze user cohorts more closely: What are the relationships between new visitors and their device preferences? Are they more likely to research on mobile and convert later on desktop? Understanding these nuances allows us to personalize and fine-tune experiences for each user group, creating more effective touchpoints that align with their intent and journey stage. 📊 Key Takeaways: Behavior varies between devices: Mobile vs. desktop users engage differently, and their intent (browsing vs. shopping) may shift between devices. User cohorts matter: Recognizing patterns between new visitors, their devices, and their behavior is essential for designing tailored experiences. Continuous testing: The path to deep insights lies in ongoing testing and refining, which leads to better decision-making and improved user journeys. ----- By focusing on these deeper insights, we can build digital experiences that resonate with users, regardless of device—unlocking true success. #customerinsights #userbehavior #UXstrategy #cro #experimentation

We celebrated 3 anniversaries on our North America team in September! 🥳🎉 Sylvia is a veteran member of our design team. Her grit and integrity have gotten us through many tight deadlines with tremendous outcomes over the years and her curiosity has never wavered - resulting in some excellent creative choices and design solutions for our clients and their users. On top of all of that, her smile and infectious positive attitude day in and day out continues to be a welcome component of our office and culture. Fun fact: Sylvia LOVES the TV show Sopranos, it has taught her so much about how people are 📺 Congrats on your 4 year anniversary Sylvia! 4️⃣  Starting as a Project Coordinator and progressing to a Project Manager, Sally, has grown tremendously over the past two years, becoming an invaluable member of our team. Her dedication, expertise, and commitment to our Enterprise clients have made her a trusted partner to both clients and colleagues. Beyond her professional excellence, Sally brings so much fun and energy to our team. Whether she's organizing unforgettable team-building events or leading us in some much-needed yoga sessions, she plays a key role in making our team stronger and more connected! Fun fact: Sally is incredibly directionally challenged. The one and only place she knows directions in is Metrotown mall 🏙️ Congrats on your 2 year anniversary Sally L.! 2️⃣ Over the past three years, Reena has continually impressed us with her strong technical skills and her willingness to embrace new challenges. Managing our Enterprise clients with finesse, she has built lasting relationships through her excellent communication and collaborative approach. It's no surprise that clients love working with her! Reena is also a fantastic collaborator, always contributing to the success of her teammates and fostering a positive, productive work environment. Fun fact: Reena really enjoys studying the capabilities of the brain 🧠 Congrats on your 3 year anniversary Reena! 3️⃣

Is copying competitors a valuable source of A/B testing ideas, or just a waste of time? We turned to our experiment database to get some answers. Competitor analysis has long sparked debate in the CRO and experimentation community. Some experts argue that drawing inspiration from competitors, especially those heavily invested in optimisation, can be a smart strategy. Others caution that it leads to a reactive approach, leaving you to follow rather than innovate. To shed light on this, we partnered with Jakub Linowski to analyse our extensive experiment database, which contains thousands of A/B tests. Our goal was to determine how different idea sources—specifically competitor-based ones—impact test performance. Here are the idea sources we examined, along with how we defined them: • 𝗖𝗼𝗽𝘆 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿: Ideas sourced from competitor brands adopting specific design patterns or techniques.    • 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀: Ideas backed by quantitative data (e.g., funnel analysis, clickstream data).    • 𝗧𝗲𝘀𝘁 𝗔𝗿𝗰𝗵𝗶𝘃𝗲: Ideas drawn from previously run experiments.    • 𝗨𝗫 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Ideas grounded in user research (e.g., user interviews).    • 𝗣𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝘆: Ideas based on established psychological principles (e.g., anchoring, social proof). • 𝗚𝘂𝘁 𝗙𝗲𝗲𝗹𝗶𝗻𝗴: Ideas based purely on intuition, without supporting data. • 𝗕𝗲𝘀𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲 (𝗣𝗼𝗽𝘂𝗹𝗮𝗿𝗶𝘁𝘆): Ideas based on widely accepted best practices or recognized UX patterns (e.g., recommendations from NN Group, Baymard Institute). Here’s what the data revealed: • 𝗖𝗼𝗽𝘆 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿 had the joint highest win rate and the joint highest average delta.    • 𝗕𝗲𝘀𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲 yielded the lowest win rate and delta—even lower than a gut feeling! (Note: The win rate was determined using omnidirectional effects and any primary metrics while achieving a stat-sig result (p 0.05). Outliers were also removed from the data set.) So, what’s the takeaway? According to our data, competitor analysis as a research method produces as many winning ideas as any other approach—at least for us as an agency. But does this mean you should blindly copy your competitors? Absolutely not. As Michael St. Laurent, Managing Director of Conversion NA, points out: "While it’s a common belief that copying competitors is ineffective, our robust dataset shows otherwise. Copying blindly is not advisable, but adapting competitor insights to your unique business and validating through experimentation? Our data strongly supports that approach."

Before diving into the heart of this article, two facts have to be acknowledged: Given the obvious vested interests here, you’ll be forgiven for being a little skeptical. To overcome some of that skepticism, here’s a promise: We promise to keep this...

We’ve been storing and recording extensive data on every experiment we’ve run for years. As the world’s largest experimentation agency, this means we now have a huge repository of past a/b test results, spanning countless industries, verticals, and...

We’re hiring! 📢 Come join our team as we continue to lead Conversion through a season of growth. We’re looking for a dynamic Experimentation Consultant to join our awesome team! At Conversion, we’re proud to be recognized as a certified Great Place to Work, thanks to our amazing people and strong company culture that drives success. Want to know more about the role or talk experimentation? Reach out to Alex Mason, our Director of Experimentation Strategy or our Director of People & Culture, Saloni Kumar —we’d love to chat! Why consider joining us? 💼 Opportunity to Make a Big Impact ✨ Awesome Group of People 🌐 Work from Anywhere 🌟 Competitive Vacation Policy 🔄 Flex-Fridays 🏥 Health + Dental Coverage 💪 Health and Wellness Spending Account 🌿 Wellness Time ➕ and much more! Check out our website https://conversion.com/ and visit our career page https://lnkd.in/gF9aEWyW for more details. Know someone who might be interested? Tag them below—we’d love to talk to them!

In June 2024, the Conversion team attended Experimentation Elite, the UK’s leading experimentation conference and awards show. Many of Europe’s elite optimization teams were represented at the event, and we’re proud to say that we were able to clinch...

How Testing SaaS Pricing and User Journeys Helped Wistia Double Sales At Conversion, we thrive on transforming challenges into opportunities. Our partnership with Wistia, a leading SaaS video platform, exemplifies this approach. 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆 Competing against free giants like YouTube and Vimeo, Wistia faced a unique challenge. They recognised the need to optimise the entire user journey—from first visit to lifetime value. The goal? Drive rapid growth through experimentation. 𝗦𝗼𝗹𝘂𝘁𝗶𝗼𝗻 We initiated an in-depth analysis of Wistia’s acquisition channels and website. Our research revealed that many visitors, having seen Wistia's player elsewhere, were eager to try the product but were unaware of its robust features. Moreover, potential customers were drawn to cheaper alternatives, so we needed to facilitate an informed comparison. Our solution involved launching several tactical experiments, mainly focusing on a strategic test of Wistia’s pricing model. Traditionally, SaaS pricing offers limited features at lower tiers, but we flipped the script. Instead, all users gained access to the same features across plans; the differentiator became the number of videos allowed per month. 𝗥𝗲𝘀𝘂𝗹𝘁 In just a few months: • Sales more than doubled • Revenue increased by 46% • Ad spending was cut by 88% 𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: Data-driven experimentation can redefine how businesses operate, paving the way for significant growth while optimizing resources.

Here at Conversion, we’re always looking for ways to create an unfair competitive advantage for our clients. Nothing allows us to do this more effectively than our Experiment Repository. As far as we know, our Experiment Repository is the largest,...