Real-world lessons to improve your conversion rates

Key Insights

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  Experimentation should be the default approach in product design, treating every change as a hypothesis to test rather than relying on opinion.

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  Physical retail experiences like window displays, sales signage, and impulse buy items provide powerful analogies for designing digital product experiences.

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  Opening search results in new tabs, mimicking physical browsing, reduces user anxiety about losing their place and improves engagement.

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  Color choices to indicate sales or free offers must be culturally sensitive and tested, as meanings of colors like red and green vary globally.

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  Designing for accessibility, such as adjusting color contrasts for colorblind users, is not only ethical and legal but also improves overall business performance.

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  Offering visible and up-to-date promotional information digitally parallels physical coupon mailers and boosts user confidence in completing purchases.

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  Employee or user recommendation labels, like those in physical stores (e.g., Trader Joe's), create authentic connection and perform well when integrated digitally.

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  Even seemingly small UI changes, like changing strikeout price color, can have large positive impacts on conversion when properly tested.

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  Laziness in physical retail led Aaron to discover the importance of easy product accessibility; similarly, reducing friction digitally enhances sales.

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  Statistical significance thresholds can be adjusted pragmatically in low-traffic situations to still obtain useful insights from experiments.

Notable Quotes