By - Neal Cole

Five Design Mistakes That Kill Conversion Rates

Common Design Mistakes To Avoid: Good web design is usually simple and intuitive, but that doesn’t mean web design is easy or that design mistakes don’t occur. This is why it’s important to bring together specialists in areas such as UX design, conversion optimisation and user research to help create a great user experience that delivers a high conversion rate.

By - Neal Cole

4 Design Trends That Are Conversion Killers

Four Conversion Killers To Avoid: Conversion killers are often caused by designers and webmasters copying trends and ideas they see on other websites. Many of these ideas are then implemented without a proper evaluation of how they influence user behaviour and conversion rates. Designers and webmasters often assume the sites they are copying have tested the element first. Unfortunately this is

By - Neal Cole

Does Skeuomorphism Improve Adoption of Technology?

What is Digital Skeuomorphism? Skeuomorphism is the design concept which uses ornamental design elements to create three dimensional effects to make items resemble their real-world counter-parts.  Digital skeuomorphism is frequently used to provide a visual cue in the design of user interfaces and web design. This can help improve your conversion rate because it makes a design more intuitive. For

By - Neal Cole

How To Create A High Performing Landing Page Design

  Why does your landing page design suck? Are you struggling with a conversion rate of less than 6% with your landing page design?  Are over 30% of your visitors bouncing and are your engagement metrics poor? Well, if  that is the case there is a strong likelihood that your page is suffering from one or more of the 7

By - Neal Cole

How To Undertake a Heuristic Evaluation of a Website

How does a heuristic evaluation improve conversion? A heuristic evaluation is an expert based analysis that applies experience-based techniques to identify and discover solutions to problems with a user experience. It is a structured approach to assessing an existing user design and though it offers no guarantees about being right, it is an important initial step in a systematic approach

By - Neal Cole

Why Should You Use A Google 5 Day Design Sprint?

What I learned from a Google 5 day design sprint I was recently asked to use my expertise in user behaviour and conversion optimisation to contribute to a Google 5 day design sprint run by New Haircut. It was a very intensive, but enjoyable five days working on a new digital concept. It’s a great way of making rapid progress

Have you heard how the US Air Force used the average dimensions of pilots to design their cockpits?
By - Neal Cole

The Myth of The Average User

Beyond The Average User! Averages are everywhere in digital marketing. Mobile designers use average thumb size to determine button height and project teams often base decisions on the average user. Many metrics are also based on averages  such as click-through rates, open rate, conversion rate and average basket value. Whether we like it or not most websites are designed for

By - Neal Cole

Why Should Marketers Target the Subconscious Mind?

Is our subconscious mind really in charge? How many times have you noticed that you completed a task or arrived somewhere without thinking about how you achieved it? That’s your subconscious mind in action, making fast and automatic decisions with little or no conscious awareness of the decisions we make. Why does this occur? Research by evolutionary psychologists suggests that

Loss aversion influences behaviour is lots of ways
By - Neal Cole

Should You Optimise For Your VIP Customers?

What if most revenues are generated by a few VIP customers? Some websites get most of their revenues from a relatively small proportion of high value VIP customers. This begs the question  should you optimise your site design around your most profitable segment of customers or for your mass of ordinary customers? How do we optimise the conversion rate? One

By - Neal Cole

CRO & The Growth Strategy That’s Being Ignored

Why is CRO failing to get traction in the boardroom? Why is it that Amazon Prime converts 74% of the time on Amazon.com and yet the average Ecommerce retailer only converts 3.1% of the time according to research by Millward Brown Digital? Even non-Prime customers convert 13% of the time. Bryan Eisenberg, CRO expert and thought leader suggests that Amazon’s

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