Image of Ryanair Insurance - country of residence
By - Neal Cole

Dark UX or Persuasive Design?

What is Dark UX? As a conversion rate optimisation consultant I find dark UX interesting because it essentially puts the needs of the company before that of the customer. It is the opposite of normal UX principles as dark UX employs design improve your conversion rate by tricking people into taking a decision that may not be in their best

By - Neal Cole

17 Top Web Analytics Tools Compared

Why Are Web Analytics Tools Important? Web analytics tools allow you to track exactly where visitors go on your site, how long they spend on each page and how they interact with your site or app. This allows you to understand more about your potential customers and to measure, analyse and report on your traffic. Web analytics tools answer four key

Single page websites like popcorngarage.com can cause problems with SEO and conversion
By - Neal Cole

Why Do One-Page Websites Suck?

What Is A One-Page Website? Is a one-page website a passing fad that participants will in time see as a ghastly mistake or do they have a place as a practical alternative to the traditional large website? Now, I’m not questioning the role of a single page website for a landing page for promotions or product announcements, special project, showcasing a portfolio or a

Image of video spokesperson on lettingref.com
By - Neal Cole

Does A Website Presenter Improve Conversions?

  What Are The Benefits Of  A Website Presenter?  If you visit the websites for Virgin Holidays, IoEE, Lettingref.com, Sheraton Hotels, Surefit Carpets, or many other sites you may come across a virtual website presenter or greeter. A video  spokesperson normally features a transparent background to create the impression that they are standing on your website and this means they grab attention. It can also reduce

By - Neal Cole

15 User Experience Tools To Improve Conversions

User Experience Tools For CRO: Minimising friction in the customer experience is crucial to conversion rate optimisation and so user experience tools that show you where and how your visitors interact with your site can provide valuable insights into where the pain points are in your customer journey. User experience tools allow you to watch real customers browse your site and

By - Neal Cole

15 Customer Onboarding Tools To Boost Conversions

    Why Customer Onboarding Tools? Updated 7th December 2017: Research by the Nielsen Norman Group indicates that most visitors will take just 10 to 12 seconds to decide whether to exit a webpage if it doesn’t sufficiently engage them. Customer onboarding tools can help reduce anxiety and improve engagement. Users know that websites are of highly variable quality and are ruthlessly looking to abandon the

By - Neal Cole

How To Use Live Chat To Improve Conversions

What Are The Benefits of Live Chat? Updated 8/01/2018: Live chat can help improve visitor engagement, reduce bounce rates and cut operational costs by offering real-time interaction with customers whilst they are on your website. Why wait until visitors have left your site to try and contact them? Live chat is a key tool for conversion rate optimisation and  helps

Usability research offers valuable insights into how to improve a user experience, but does the research always reflect real behaviour?
By - Neal Cole

Does Usability Research Reflect Real Behaviour?

  Does Usability Research Measure Reality? Usability research is recognised as essential for checking whether a site or app is intuitive and easy to navigate to create a great customer experience.  Usability research helps inform our decisions about the choice architecture.  Remote usability research solutions or face-to-face user interviews are often used to identify the main usability problems, but do these

image of faces of two women from jpegmini.com
By - Neal Cole

Image Optimisation Tools To Improve Load Speed

14 Resources For Image Optimisation: Pictures are important for websites because studies indicate that a relevant image improves engagement and views of a page. Images grab our attention and can trigger emotions much more quickly than text. Our brains process images almost instantly, but it takes much longer to read copy. But do you need worry about  image optimisation? Serving images has a cost as

Prospect theory explains how decision making is influenced by risk
By - Neal Cole

Conversion Optimisation Strategy & Poker

Conversion Optimisation Strategy: Poker is a game of strategy and just like conversion optimisation unless you have a clear strategy you are sure to lose. When I was optimising a major poker website and app I decided I needed to get under the skin of the average player. One of the ways I did this was by learning to play poker