Have you ever heard of Mazagran? A coffee-flavoured bottled soda that Starbucks and Pepsi launched back in the mid-1990s? No, you haven’t, and there is a good reason for that! Starbucks correctly collected market research that told them customers wanted a cold, sweet, bottled coffee beverage that they could conveniently purchase in stores. So surely […]
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Experimentation has to be data-driven. So why are businesses still kicking off their experimentation programmes without good data? We all know running experiments on gut-feel and instinct is only going to get you so far. One problem is the ever-growing number of research methods and user-research tools out there. Prioritising what research to conduct is […]
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Within our data-driven industry, many gravitate towards heavily relying on quantitative data to guide and inform experimentation. With Google Analytics and the metrics it measures (e.g. conversion rate, bounce rate and exit rates) often dominating our focus, it means many undervalue or forget about the other insights we can run. Numbers, rates and statistics are […]
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The Optimizely Customer Workshop, hosted by Phil Nayna (Enterprise Account Executive at Optimizely) and Stephen Pavlovich (Founder/CEO of Conversion.com), brought together representatives from some of the UK’s biggest brands to share their thoughts and insights on Conversion Rate Optimisation (CRO). The workshop took shape in the form of a roundtable where talk topics included: “Building […]
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Retailers we have a problem. iPerception’s 2016 report shows that less than 25% of people who intended to make a purchase ended up actually buying something. That’s a huge leak in the buying funnel. Why did 75% of people leave? Using iPerception’s report from 2009 the top #1 and #3 reasons are usability-related: Lesson: Fix […]
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