Multi-Step Forms Do Not Remove Friction. They Redistribute It.
A cross-experiment pattern study on form simplification: why splitting the same work across more screens often increases effort, and what to test instead.
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142source records audited
139canonical experiments
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Portfolio synthesis
Patterns or operating lessons drawn across many records, with limitations stated.
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Repeated pattern
A mechanism observed more than once, useful as evidence—not a guarantee of lift.
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A testable direction supported by evidence but still requiring validation in context.
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22resources
Pricing Pages Need Decision Architecture, Not More Choice
A cross-experiment synthesis of pricing and product-comparison surfaces: why more plans, filters, labels, and value propositions often add decision work instead of reducing it.
What 142 Experiment Records Actually Teach Us
A privacy-safe audit of 142 enterprise experiment records: the reported outcome mix, the quality problems hidden inside a win-rate calculation, and the operating metrics CRO leaders should use instead.
Anchoring Effect Pricing: Can the Cheapest Plan Backfire?
A pricing test made the cheapest of three plans the visual anchor -- and conversion dropped. Why anchoring on price can backfire.
Checkout Optimization: Can a Countdown Timer Hurt Conversion?
A rate-lock countdown timer worked at ticket checkout. It backfired at checkout for a recurring service. Why urgency is category-conditional.
Can Progress Bar UX Improve Conversion Twice?
A progress bar that won at checkout got re-tested earlier in the funnel, not assumed. What transferred, and why it wasn't automatic.
Can Mobile Conversion Optimization Be as Simple as Deleting Copy?
Deleting a few sentences from a mobile modal lifted conversion by double digits -- what cognitive load teaches about 'helpful' copy.
What Can a Website Heatmap Reveal About the Wrong Homepage?
A heatmap showed most homepage visitors ignored the extra pathways offered to them. Removing those paths, not adding more, won.
Can Simpler Mobile Navigation Produce a Double-Digit Lift?
A decade-old mobile UX principle got tested in production instead of assumed on reputation. It held up -- here's the discipline behind why.
Should Pricing Page Design Make the Price Less Visible?
Sometimes making a price harder to notice outperforms making it easier to justify. A seasonal pricing experiment explains why.
Statistical Significance in A/B Testing: Is a Big Lift Still Noise?
A -20% topline result looked like a clear loss. It wasn't statistically significant. Why a big number and a real result aren't the same claim.
Can Pricing Page Design Beat a Redesign by Reordering Prices?
Reordering three prices on a pricing page outperformed a full redesign -- a decoy-effect lesson in testing cheap before expensive.
Multivariate Testing or a Confounded A/B Test: Which Did You Run?
Four bundled changes in one experiment came back inconclusive, and couldn't have told us anything either way. A confounded-test-design lesson.
Does Choice Overload Really Reduce Conversion? Our Largest Test Said No
A well-powered test of 'choice overload' came back null. What a landmark behavioral-economics finding looks like when it doesn't transfer.
Inside a Large A/B Test Ledger: What CRO at Scale Looks Like
An anonymized portfolio view of methodology choices, device segmentation, and where experimentation budgets concentrate, with the denominator limits made explicit.
The Experimentation Win Rate Myth
Why a low win rate can coexist with a high-value experimentation program—and how to explain that to leadership.
Mobile vs. Desktop CTA Asymmetry
How aggregate readouts hide opposing device behavior and when a conditional rollout is more honest than one global decision.
Stop Solutionizing: Start With the Problem
A problem-first hypothesis framework for turning observed friction into a testable intervention.
The Baseline Conversion Trap
A diagnostic for denominator, time-window, and traffic-mix mistakes that make a test look better powered than it is.
Your First A/B Test: Pre-Launch Checklist
A copy-ready checklist covering hypothesis, sample sizing, instrumentation, stopping rules, and quality assurance.
Copy Intent vs. Visual Prominence
A CTA diagnostic that separates visibility problems from clicks that arrive with the wrong intent.
Post-Hoc Metric Shopping Is Killing Your Program
Why choosing a success metric after reading the result destroys the credibility of the repository.
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