What is the most impactful insight you have learned from A / B testing? Casestudy please ?

[ultragranular_staff]

Conversion optimization always boils down to one concept: Reassure people that your offer definitely concerns them and is the goal they are trying to reach. Every additional bit of information you add to confirm you have what they are looking for gets you closer to more conversions.

One of the best examples of that concept is the billboard advertising strategy the “South Of The Border” attraction uses on Interstate I-95. Successive billboards over hundreds of miles keep detailing what else they have: “Tamales,” and then a billboard reads “Tops,” “Mini Golf,” then “Flamingos,” and “Tequila” and so on. Sooner or later, they name something that’s for you and you have to stop.

That’s why callouts and structured snippets in search ads are so necessary.

[petebowen]

Hi u/Can19977

Insight: If there was an equation for conversions it might be:

**CONVERSIONS = MOTIVATION + FOCUS – FRICTION**

Increase motivation and focus and you get more conversions. Decrease friction and you get more conversions. But, sap a visitor’s motivation, distract their focus or make your site difficult to use and your conversion rate will drop.

​

Case study: Over the years I’ve invested many hours into designing landing pages that promote focus and reduce friction. But I’d never tried to improve conversion rates by working on motivation. Here’s a write up of my first attempt at improving conversion rate by increasing motivation: [https://pete-bowen.com/landing-pages/how-to-improve-landing-page-conversion-rates-by-increasing-visitor-motivation](https://pete-bowen.com/landing-pages/how-to-improve-landing-page-conversion-rates-by-increasing-visitor-motivation)