Peep Laja, founder of ConversionXL, talks about some of the original UX research studies ConversionXL Institute has conducted over the last months. Inspiration for effective tests and website changes.

1. Peep Laja, ConversionXL
Fresh out
of the oven
New research studies
from the ConversionXL Institute
@peeplaja

5. How can we know
which changes will
be effective?
Peep Laja, ConversionXL @peeplaja

7. AND THEN I WAS LIKE
DO YOU EVEN SCIENCE, BRO?

8. You need a
structured process
to optimization

9. Where are the
problems?

10. What are the
problems?

11. Why is this or
that a
problem?

12. Turning
known issues
into test
hypotheses

13. Prioritizing
tests and
instant fixes

14. Test X
Test Y

15. An A/B test is a
solution to an
identified problem

16. The discovery of
what matters

18. Issue Bucket Background Action Rating
Google Analytics bounce
info is wrong
Instrument Google Analytics script is loaded twice!
Line 207 and 506 of the home page both
contain GA code, as do all the other
pages.
Remove the double entry
★★★★★
Conversions are low for
IE9.
Investigate Possible cross-browser issues. Conduct cross-browser
testing. ★★★
People don’t know how to
use category pages
Hypothesize Too many options, unfamiliar
information architecture & layout.
Re-think the category page
layout
★★★★
Missing value proposition
on the home page
Test Add a compelling value proposition in
the header of your website that states
what your website is about, what can
they do here and why should they do it
Add prominent value
proposition
★★★★★
Content is very hard to
read
JFDI Font size 11px is too small Increase font size
★★★

19. Optimal solution?

20. What are the best
ideas for
treatments?

21. Lower the costs,
improve the speed

22. What tends to
work better –
right now?

23. ● ACM Transactions
● Behavior Research Methods,
Instruments and Computers
● Behavior and Information
Technology
● Computers in Human Behavior
● European Journal of Marketing
● Human-Computer Interaction
● IBM Systems Journal
● IEEE Internet Computing
● IEEE Journal on Systems, Man and
Cybernetics
● Information, Technology and
People
● Interacting with Computers
● International Conference on
Human-Computer Interaction
● International Journal of Human-
Computer Studies
● Journal of Economic Psychology
● Journal of Experimental
Psychology: Applied
● Journal of Experimental
Psychology: Human Perception
and Performance
● Organizational Behavoir and
Human Decision Processes
● Perception
● Proceedings of ACM-CHI
● Journal of Usability Studies
● Usability News
● Human Factors: The Journal of the
Human Factors and Ergonomic
Society
Top Academic Journals for UX, UI, & HCI

24. … So we launched our own lab

26. 1. DRIVING
ATTENTION

33. 2. ECOMMERCE
PRODUCT PAGE

37. How does the SIZE of
the image influence
the perception of
value?

43. 1. The large image of the spec/tech
product had a significantly higher
perceived value compared to the small
image.
2. The large image of the
experience/design product had a lower
perceived value compared to the small
image.

44. Does a larger product image
attracts viewers’ attention to the
image more compared with a
smaller image?

47. How viewers look at a
page and read product
descriptions when the text
format changes?

48. A: no specs

49. B: paragraph

50. C: bullets

51. A: no specs

52. B: paragraph

53. C: bullets

54. A: no specs

55. B: paragraph

56. C: bullets

59. 3. TRUST
SYMBOLS

63. Participants will prefer the trust
seals they are most familiar with

64. Top 5:
1. ‘Paypal-verified’
2. Norton
3. Google Trusted Store
4. Visa-Mastercard
5. BBB

65. 4. VALUE
PROPOSITION
PRESENTATION

70. • More copy leads to faster and longer fixation
• No difference in perceived confidence in
understanding
• Better recall when copy is longer
• Bullets ftw

71. 5. PRICING PLANS

78. • First two pricing plans are viewed the most
• Most expensive plans get more attention on the
left
• More people chose expensive when they were
listed first
• Highlighting helps

79. 6. VIDEO
VOICE-OVER

82. 7. SOCIAL PROOF

93. • Most memorable are high profile client logos,
testimonials with photos, press mentions
• People recalled high profile client logos more than low
profile logos
• Testimonials with photos were significantly more
effective
• Photos are memorable, logos and numbers are not.

94. 1. Identify problems
2. Source ideas for
solutions
3. Test

95. Thank you!
Peep Laja, ConversionXL