6 Reasons Why You Should Be Running CRO On Your Website

Conversion Rate Optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers.  CRO maximizes the value of all site traffic through scientific testing of elements that influence user behavior.
Here are 6 reasons why you should be running CRO on your website:
1. You have a new website or a

Re-designed credit card offer

Test #5: “Re-designed credit card offer”
Provide a redesigned offer (use bolding, action words, value prop, and layout with more space around numbers that are relevant to the offer) that simplifies the benefits of a credit card offer and increases the number of click-thrus to the sign-up page.
Key Performance Indicator (KPI):
Traffic Source / Segment:
Desktop traffic only

A Static User Persona is a Bad User Persona

What a User Persona Typically Is:

Most User Personas are created by making a description of one or more “users”. They tend to be filled with quirky personality details and made up information. Throw in a name, a fake picture and voila! You have (as an incredibly simple example):

“Hugh Sampson a 47 year old father of

By |April 20th, 2018|Blog, Consumer Psychology, Personalization & Segmentation|Comments Off on A Static User Persona is a Bad User Persona

Adding a caution message

Test #4: “Adding a caution message”
We mentioned in a previous post that users typically have one goal when they come to a site, and purchasing ancillaries is usually not that goal. The challenge becomes how to get the customer’s attention and provide a compelling reason for them to consider adding an ancillary. Most of us

By |April 5th, 2018|Ancillaries, Blog, Consumer Psychology, Optimization and Testing, Reconsideration|Comments Off on Adding a caution message

Creating a Testing Culture

What is a testing culture? This may vary from organization to organization, but in my mind it means that testing is at the center of every customer-facing change an organization makes. If there is a pending change to a website or mobile application, then we will always look to test the change before making it

By |March 26th, 2018|Blog, Optimization and Testing, Test Process|Comments Off on Creating a Testing Culture

Five Reasons Customers Convert

People like to think they are in control of their actions. However, decision making is influenced by two parts – external and internal motivators. External motivators are demographics. They’re life experiences and attributes causing groups of people to share interests and spending patterns. They’re why millennials plan trips around adventure while GenXer’s and Baby boomers

By |March 19th, 2018|Blog, Consumer Psychology, Site Design, UI/UX|2 Comments

Sampling with Hashing

A common technique used when introducing a new idea is to test it against a sample population. If it does well with the sample we can conclude that it will do equally well with a larger audience. We can improve the validity of that conclusion, however, by following a couple of important principles.

Randomness –

By |March 12th, 2018|Blog, Optimization and Testing, Technology|1 Comment

Leading with clear product purpose and value

Test #3: “Leading with clear product purpose and value”
At Fusion, we learned a long time ago that users typically don’t like the thought of adding more to their order than what they came to buy. Users have one goal when they to come to your site, and any offers that add or detract from that goal can

By |March 8th, 2018|Ancillaries, Blog, Optimization and Testing, Site Design, UI/UX|Comments Off on Leading with clear product purpose and value

Build Better Forms

It is likely that at some point in any designer/developer’s career, they have come across the great and powerful ‘form’ monster and its minions of multi-headed inputs. This is especially true if you live and breathe in the land of UXD.

Forms are the universal tool for requesting and obtaining user information or feedback. It’s a

By |February 27th, 2018|Blog, Site Design, UI/UX|Comments Off on Build Better Forms

How these UX changes to ancillary products combined to show a +21% lift in revenue

Test #2: “Multiple layout and design changes can improve the UX”
Implement a layout which simplifies the process for selecting and adding ancillaries while removing products which are not available or are dependent upon other selections will increase revenue per experience.
Key Performance Indicator (KPI):
Purchased Premium/Total Offer Premium
Traffic Source:
Desktop traffic only
Summary of difference(s) between variations:

Figure 1: Variation

By |February 19th, 2018|Ancillaries, Blog, Optimization and Testing, Site Design, UI/UX|Comments Off on How these UX changes to ancillary products combined to show a +21% lift in revenue
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