People are funny — they often have a tendency to confuse their opinions with legitimate facts (myself included). This is true IRL and this is true in business.
Have you ever heard some iteration of this? “We’ll get way more conversions if we make the button orange — I read somewhere that the button has to be orange.” Or what about this one? “People hate pop-ups. You should never use pop-ups.”
Sometimes our biases get in the way of uncovering the truth, which is why it’s so important to test, test, TEST. Yep, A/B testing is the only way you can truly know whether the hunch — or better yet, your hypothesis — is true.
The infographic below by A/B testing software company VWO highlights a few opportunities for testing. Yes, it’s a tad tongue in cheek, but the underlying message is this: If you have a hunch, build your hypothesis around that hunch and test it. Only then will you truly know whether your hunch is valid or whether you’ve fallen victim to your own biases.
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The goal of optimization is not to make changes to a page but to make changes in the mind of the customer. Here are some simple ways you can shift from communicating company logic to customer logic and optimize the thought sequence of your offer.