CR is a measure of your ability to persuade visitors to take the action you want them to take. It’s a reflection of your effectiveness and customer satisfaction.

For you to achieve your goals, visitors must first achieve theirs.

Bryan EisenbergGodfather of Conversion Optimization

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Moderated User Testing

ToolsIdeal Customer

Jan, House Flipper

Fans & Lighting Site

• Leading the participant • Interrupting or intervening at the wrong time• Teaching or training rather than observing and listening• Not following a script or checklist • Arguing with the participant

Moderated User Testing

Skype Screenflow Hardware

6/6 Negative about chat. Redesign chat.

1/6 Old iMac.Fix CSS bugs.

Which is right for me? Number of blades? Installation?FAQs.

5/6 5/6 Would opt-in when ready to purchase. Want discounts.

Home: Pop-Up Home: Nav & Chat Category: Selection

What if I order the wrong size?Clear return policy and FAQ section in product description.

5/6

Asked about large orders for contractors and expedited shipping.

3/6

Asked about large orders for contractors and expedited shipping.

3/6

Asked about promo codes and went looking for available codes.

5/6

Checkout felt safe and secure. Easy process.Don’t screw anything up.

6/6

HypothesisRedesign Cart & Checkout

HypothesisRedesign Cart & Checkout

w/o negative impact

Variation: Cart RedesignOriginal: Cart

Iterative Testing

Variation: Cart Redesign

Original: Checkout Variation: Checkout Redesign

Vs.

Original: Checkout Variation: Checkout Redesign

Vs.

Original: Checkout Variation: Checkout Redesign

Vs.

Original: Checkout Variation: Checkout Redesign

Vs.