Conversion Optimization Round-up – June 2023

In today’s fast-paced digital world, standing out from the crowd and driving conversions is crucial for online success. That’s where A/B testing comes in.

In this month’s round-up, we will explore strategies and techniques to help you maximize your website’s performance. VWO teaches us how to create better A/B testing ideas. Conversion asks us if we are experimenting too narrowly. Then Hubspot shares three persuasion tactics used by Steve Jobs to win customers. And we close out this month with an article from Invesp about applying Hicks Law in Web Design.

Whatever company you are building, conversion rate optimization is imperative to substantial growth.

How to Create Better eCommerce A/B Test Ideas From Conversion Research

As we know, A/B testing is a powerful tool that enables you to compare two or more versions of a webpage or marketing element. When done correctly, it will help you determine which performs better regarding conversion rates.

In this article from VWO, they ask how good are your A/B testing ideas? This article goes on to teach us what some of the best research strategies are and where to look for insights.

They mention that some of the best insights can come from visitor surveys, user testing, and live chat analysis.

Below are some great examples of quickly understanding common user issues.

  • Watch session recordings for bugs and issues: Sit back, grab some popcorn, and watch how your users interact with your site. It’s easy to see where flaws may be hiding.

  • Find out why your customer didn’t purchase: When we learn what made them leave, we can learn how to keep them next time. This simple question should yield several testing ideas.

A/B testing can help you unlock the full potential of your online presence.

Steve Jobs’ 3 Powerful Persuasion Tactics and How You Can Use Them to Win Customers

How lucky the world was to have Steve Jobs; in addition to many talents, he had a knack for persuasion. Steve Jobs uses three powerful persuasion tactics, and today, Hubspot shares how you can learn and adapt these techniques.

Here is one that stood out to us.

Making a lasting impression with Distinctiveness: Standing out in a crowded market is essential for success. Known as the Von Restorff Effect, distinctive items are more memorable than those that blend into the crowd.

One example shared about the power of distinctiveness is the 1998 launch of the iMac. Launching around the same time as other names in the business, iMac was unveiled in several vibrant colors. This helped them stand out from the crowd and capture consumers’ attention.

Don’t miss the other two great tactics used by Steve Jobs.

Are You Thinking About Experimentation Too Narrowly?

According to recent statistics, A/B testing has proven its worth in driving business growth. However, if we experiment and test too narrowly, we could miss much potential gain.

Conversion did a recent study with 44 program leaders from different companies. The goal was to learn how they define experimentation and what it means. Oddly, the various definitions and answers were vastly different. What does that mean? Conversion believes many companies may be testing too narrowly.

s curve 1

Do you fall into this category?

How to Apply Hicks Law in Web Design: Tips and Best Practices

Let’s begin by answering what Hick’s Law is. Psychologists William Edmund Hick and Ray Hyman discovered that the more options a person has, the longer it will take them to choose.

Below is Hick’s Law formula:

This law is represented by this formula; RT = a + b log2 (n)

(The article breaks down this formula)

Here are some benefits of implementing Hick’s Law in your company.

  • Simplifies decision-making: Improves user experience and conversions.
  • Improves web speed: A website with too many options reduces user experience. Simplify.

This article lists several ways to test Hick’s Law theory for yourself.

Here is one example:

  • Website Forms: When we simplify these forms, we remove the overwhelming feeling our consumers can get. Again, this theory states to simplify and reduce options.


By testing different variations and measuring their impact on user behavior, you can make data-driven decisions to optimize your website’s performance and drive higher conversion rates.

Here is a great quote from Steve Jobs to close us out.

“The smallest company in the world can look as large as the largest company on the web.”

Until next time,

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Author: Marie


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Hi, I’m Kurt Philip, the founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy our findings.

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