Conversion optimization isn't about button colors. It's about identifying the cognitive barriers in your funnel and designing experiments that remove them — with revenue accountability built in.
5 articles
Not a list of random test ideas. These are 10 high-ROI tests with hypothesis templates, realistic lift benchmarks, and what to test next after a win or a loss — built from 100+ experiments at NRG Energy.
"Conversion rate" means completely different things for an ecommerce site vs. SaaS vs. media company. Here's the right metric hierarchy for each revenue model, with Optimizely setup instructions and worked examples.
Not all A/B tests are equal. Here are 10 experiments with tight behavioral hypotheses, realistic lift expectations, and the exact failure modes to watch out for — plus 3 bonus tests the standard lists always miss.
When a subscription retail business reduced the visual prominence of pricing during a high-rate period, conversions jumped 12-15% and generated over $250K-$500K in incremental revenue. The business case for treating attention as a finite economic resource.
An experiment requiring users to actively opt-in to autopay during plan selection caused a 15-20% drop in conversions. Three behavioral science principles explain why forcing commitment too early backfires, and business economics reveal the hidden cost of lost lifetime value.