Generating insight

Understanding friction in conversionWhat friction is, why it costs you customers, and how to reduce it without resorting to dark patterns.Lesson 1 · 4 minSocial proof vs herdingSocial proof is one of the most powerful persuasion tools in CRO, but the line between showing what others did and pushing someone to follow the crowd is thinner than it looks.Lesson 2 · 5 minThe cost of friction: an interactive demoAn interactive look at how friction compounds.Lesson 3 · 3 minWhy unclear messaging costs you, and how to test for clarityMost pages lose people before persuasion has a chance to work, because the visitor never worked out what was being sold or who it was for.Lesson 4 · 5 minUsing urgency and scarcity without inventing themReal deadlines and real stock levels are useful information that helps people plan a purchase.Lesson 5 · 5 minFinding the reassurance your customers are missingReassurance works when it answers the specific doubt a customer has at the moment they have it, whether that's delivery, returns, security or whether the product is any good.Lesson 6 · 5 minHow pricing pages shape choice, and how to present price fairlyAnchoring, defaults, decoy options and the number of choices all change which plan people pick, whether you design for them or not.Lesson 7 · 5 minHow to match a landing page to the promise that sent people thereA landing page has one job, which is to keep the promise that brought someone there and make the next step obvious.Lesson 8 · 5 minWhat a product page has to answer before someone will buyA product page does the job of a shop assistant and a shelf at once, answering what it is, whether it suits me, what it costs to get here and what happens if it's wrong.Lesson 9 · 5 minHow to design and test forms people finishForms fail through too many fields, unclear labels, error messages that blame the user and validation that interrupts them.Lesson 10 · 6 minWhy people abandon the basket and checkout, and what to testCheckout is where intent is highest and most of the reasons people give for leaving are fixable, from surprise costs and forced accounts to slow delivery and missing payment options.Lesson 11 · 5 minNext track: Trusting the resultsThe statistics behind A/B testing, and what your tool does with them.Track 4