The Infinity Experimentation Process®

The Explore phase is all about information-gathering and experiment ideation. This is where we gather insights about your business and customers through many different sources.

All the data-gathering is centered around the LIFT Model®, which is our framework for understanding your customers’ conversion barriers and persuasion opportunities.

Some of these sources include:

Business context

We gather information from your stakeholders, pulling in their expertise. Stakeholders understand the business, products and services, clients, and history of learning. Of course, this information must also be understood as filtered through the individual’s perceptual filters.

Persuasion principles

There has been significant research conducted, especially in recent years, around what influences visitor behavior. Understanding these principle triggers is very valuable. At Conversion, we continually maintain our knowledge by accessing a vast library of articles, books, and insights on these and other subjects.

Digital analytics

Investigating web analytics, click map, scroll map, and session recordings allows us to understand how visitors are using your website and where they are encountering difficulties. The goal is to understand real users’ journeys, e.g. where they are going, what they are looking for, and where they encounter conversion barriers.

User research

To paint a fuller picture of your visitor, we draw on our knowledge of qualitative methods, including leveraging tools to help us understand the “voice of your customer”. This understanding enables you to increase your marketing Relevance. Some of these methods include onsite surveys, email surveys, NPS, user testing, etc.

Test archive

Over the years, Conversion has developed thousands of tests, which give us insights across all industries of a spectrum of persuasion down to transactional elements, e.g. how to design forms, how to test a value proposition, etc. We use that bank of knowledge to create faster and better results.

The LIFT Model is the central point for understanding and categorizing all these pieces of information within the 6 conversion factors: Value Proposition, Clarity, Relevance, Anxiety, Distraction, and Urgency.
The Explore phase is an expansive thinking zone, where all options are considered, whether they are minor usability tweaks or dramatic concepts that challenge your business.