Conversion Optimization Round-up – December 2021

Conversion Optimization Round-up – December 2021

Conversion Optimization Round-up – December 2021

Can you believe this year is almost over? We are proud to say this year we delivered some stellar articles from the biggest movers and shakers in our industry. We hope you took the information provided and made the most of it. 2022 won’t be any different- make sure you stay tuned.

Closing out the year, we have an informative line-up of articles for you. First, a stand-out experiment from Guess the Test, asking what landing page design radically increased conversions by over 300%!

Next, we bring you an article from the Marketing Sherpa about Conversion Rate Optimization tools, with five real-life case studies to help get you on the right track.

VWO shares a user guide into A/B testing. What is it? How to do it, and why? And finally, this month, a fascinating article from Invesp diving into 5 difficult questions you should know the answers to but might not.

Let’s break these down a little further.

Guess the Test- Which Design Increased Conversions By Over 300%?

This month Guess the Test compares Version A – Landing page featuring icons with skimmable text with Version B – Radically redesigned landing page focused on a benefit-based copy. Can you believe one over the other had an increase of 336%!?

We don’t want to give away the answer, but let’s say we got this one right. Did you?

Guess The Test

Marketing Case Studies with Brands That Used 5 Types of CRO Tools

The Marketing Sherpa starts their article with a simple question, what is a conversion rate optimization tool? It seems like a simple question however, far too many don’t have a more in-depth answer. It is so much more than just A/B testing.

The Marketing Sherpa shares case studies from companies using 5 types of CRO tools. One case study shares how a circuit board manufacturer increased conversion rates by 17% by simply optimizing for specific device types. 

We found the case study about an e-commerce business that moved away from discounts to increase profits by $17,500 eye-opening. Like always, the Marketing Sherpa knows how to put a case study together.

Marketing Sherpa

A Guide to User Testing

This latest article from VWO breaks A/B testing down for us.

We get answers about what A/B user testing really is? 3 steps to conducting impactful user testing, and how a well-run user test can drive conversions. This one comes with some great examples not to be missed.

One of the steps described is about using the right audience for your testing. Are these people my core audience? What is my demographic? This article is well written, easy to follow, and is sure to help you get on the right track.


5 Difficult CRO Questions you Should Know

In this article from Invesp, they break down 5 difficult conversion rate optimization questions you should have the answers for.

Questions such as does more traffic mean more conversions? And what’s the hardest thing about experimentation?

They also discuss what a reasonable uplift is after running a successful CRO program. What can you expect? You put in all the hard work, now you need to know if it’s working. They will lay it all out for you in this great article.


In Summary

Between VWO offering us a guide to user testing, the Marketing Sherpa with case studies all about companies using CRO to maximize returns, and Invesp asking some tough questions, this month allows you opportunities for some real growth. 

As we close out the year, we hope 2021 brought your business growth and insight. We thrive on offering you the best of the best and will continue to do so in the coming year.

So what changes are you going to be implementing this month?

Until next year.

Are you interested in a free conversion optimization audit?

Submit your site and let us send you a list of custom optimizations just for you!

Claim your Free Audit Here.

Author: Ayumi

Hi, I’m Kurt. Founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy my findings.

Use one of the links below to drop me a DM.

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Conversion Optimization Round-up – November 2021

Conversion Optimization Round-up – November 2021

Conversion Optimization Round-up – November 2021

Month after month, we strive to deliver you with the best of the best. Our goal is to help you do everything you can to succeed! What do the best companies all have in common? A desire to always be improving. What have you done this month to improve your business? What steps have you taken to reach a higher conversion? Let us give you a few examples to set you on the right path.

We have a stellar line-up for you this month, with CXL presenting you with 7 landing page examples that will make you stop and question where you could be doing better. 

Widerfunnel offers us a case study about The Motley Fool and how they increased paid subscriptions by over 11%! They also discuss how experimentation is the key to growth. 

You will get a lot out of the article from Unbounce who discusses 5 ways to use scarcity on your landing page. They also look into the psychology of scarcity – we found this super interesting!

Then, Guess the Test provides us with another great experiment, this time about using emoji’s in your emails or not. Do they motivate? And finally, the Marketing Sherpa gives you 3 great case studies all about optimization.

Let us begin with CXL and landing page examples.

7 Landing Page Examples & User Journey Breakdowns to Swipe for Inspiration

Did you know most landing pages are ineffective, with an average conversion rate of only 4.6% across all industries? CXL shares with you 7 landing page examples from those who are standing out from the pack.

One of the companies used as an example is Headspace. They are a powerful example of how to design a landing page for bottom-of-funnel visitors. This landing page does 3 things incredibly well, including effective use of social proof. Be sure to read on to find out what other 2 tactics Headspace uses.

Another company standing out above the rest is Lyft ridesharing service. Lyft shows why it pays to know your audience. With a landing page directed to play on your emotions, they directly target their audience in ways others often avoid. Read on to find out what other ways Lyft stands out from the rest.


In this article, you will find a breakdown of 5 other companies and what they are doing to stand out and stand above their competition. There is something for everyone in this in-depth article.

How The Motley Fool increased paid subscriptions by over 11%

We love it when Widerfunnel does a case study. In this article, they look deep into the highly successful business from The Motley Fool.  When those around you are making waves, you want to know why.

That’s what this article is all about, finding out exactly how The Motley Fool started generating key customer insights to uncover millions in uncovered revenue. Follow this experiment outline in your business and see where you could be doing better.

Widerfunnel (

5 Ways to Use Scarcity on Your Landing Page to Boost Your Sales

We found this article from Unbounce very interesting – discussing human nature and your landing page. This article will dive into the psychology behind scarcity in our everyday lives and how to translate that same psychology into your landing page. 

One of the ways discussed is the sense of urgency conveyed on your landing page. Unbounce provides some key terms commonly used as well as what not to do. Remember there is a fine line between being too pushy and inspiring urgency. If your copy sounds too aggressive, it may raise some flags. Don’t forget to find out what the #1 scarcity tactic you need to implement today is!

Unbounce (

Can You Guess Which Test Won? With or without the clock emojis in the email subject line?

We don’t want to give away the answer on this latest test from Guess the Test, but let’s just say we didn’t get the answer right. What do you think is best? Adding emojis to the email subject line or leaving them out? 

Guess The Test (

As always, Guess the Test puts together a thorough experiment, one you can take results from with great confidence. So, did you guess right?

Landing Page Optimization, Search Engine Optimization, and Paid Search Optimization: 3 quick marketing case studies

Once again, the Marketing Sherpa shares with us some quick case studies focusing on our favorite subject, optimization. We look into the newly popular LIVESTORM to see how a company with almost no brand awareness set out to gain a higher rating than Zoom. Learn how using a competitor comparison landing page attracted 6% of the organic traffic this web conferencing software obtained.

Marketing Sherpa (

Another case study provided by the Marketing Sherpa shows how a Health system shifts paid search strategy from regional-based to location-specific, increasing conversion by 111%! Yes, you read that right, 111%. This case study lays it all out for you.

And finally, we were intrigued to learn how an event management company increased landing page optimization conversions by 40%! This idea is just genius, one I know we want to do further testing on to see how well it can work for us. If you implement this one, you have to let us know how it goes.


Regardless of the size of your business, there is always room for improvement. Remember, if you are not moving forward and finding new ways to grow, you will get left behind. We hope you find these articles from some of the most trusted names in the game beneficial. What changes are you going to implement this month to get you closer to your goals? 

If you have any questions about anything you read today, don’t hesitate to reach out.

Until next month.

Are you interested in a free conversion optimization audit? Submit your site and let us send you a list of custom optimizations just for you!

Claim your Free Audit Here.

Author: Ayumi

Hi, I’m Kurt. Founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy my findings.

Use one of the links below to drop me a DM.

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Follow us on Youtube

Conversion Optimization Round-up – October 2021

Conversion Optimization Round-up – October 2021

Conversion Optimization Round-up – October 2021

Do you know what some of the wealthiest entrepreneurs have in common? They are teachable and are always looking for ways to improve and adapt. Do you share this trait? If so, then you will want to jump into this month’s list of articles from websites we have come to trust. Ask yourself, are you doing all you can do to maximize conversions?

This month we share an article from the ever-popular Linear where they share 11 reasons why your landing page isn’t converting and how to fix themGuess the Test asks the question Guest Checkout or Not. Next, the Marketing Sherpa teaches us how to solve three types of customer needs through marketing. Widerfunnel will help you grow revenue with a bit of CRO and UX research. And finally, we look at VWO for a guide to user testing.

11 Reasons Why Your Landing Page Isn’t Converting (and ways to fix it)

Be sure to read this article to determine why your conversion rate is not where you want it to be. From a buried purpose and mixed signals to a lack of incentive, these could be a few of the problems you are facing.

Linear Design (

Another problem Linear talks about – are your landing page and your homepage the same? You might be surprised to learn this is one of the biggest mistakes you can make. Learn what the three common differences between a homepage and landing page are and how to make yours stand out from the competition.

This article is well written and offers real-life solutions to the problems most attributed to conversion issues. Don’t forget to download Linear’s essential landing page checklist.

With or Without the Guest Checkout Button?

Yes, it’s true, we want as much information from our customers as possible, but at what cost. Is a one-time sale better than nothing? Or is it best to insist on your customer’s information through a sign-up form? 

Guess The Test (

The testing team this month used four formats to determine what’s best. Is it best with or without the guest checkout button? Two tests with the guest checkout and two without. Which one do you think won?

Three Types of Customer Needs and How to Solve Them

In this great article, the Marketing Sherpa will share some case studies from companies who are solving their customer’s needs with marketing.

The first case study comes from a skin care company that launched a refill program that became 15% of the business. Not only that but saved their customers up to 30%. This outcome is one of those win-win-win scenarios.

Another case study they share is a software company that gets a 4% conversion rate by aggregating its data to help customers make better decisions. Once again, the Marketing Sherpa helps guide our way.

Growing Revenue with CRO and UX Research

As an eCommerce business owner, you are always looking at acquiring new customers and growing your market share. Widerfunnel teaches us how to combine CRO and UX research to help your company make a more impactful change in your customer’s digital experience.

This article explores how combining Rate Optimization (CRO) and User Experience (UX) can work together to unlock new opportunities. Opportunities such as avoiding stagnation through constant innovation.

They also answer the question, what do people really want? People are complex, but allowing CRO and UX to work together, enables us to validate insights and gain a higher conversion rate. It’s why we are here, right?

“One of the most humbling things about experimentation is that it’s impossible to predict the outcome of changes made to the user experience. After all, if this were possible, there would be no need to test.”

Michael St. Laurent, Director of Experimentation Strategy & Product Development, Widerfunnel

Widerfunnel (

A Guide to User Testing (What is it? How To Do It and Why You Need To)

You are going to want to keep this guide for reference. VWO will cover what User Testing is and offer you a breakdown of three steps to conducting impactful user testing. Step two talks about asking the right question to surface meaningful feedback.


Customer feedback is one of the best ways to solve problems that we may have turned a blind eye to addressing. We understand gathering user data doesn’t sound like fun. But the whole point is to improve your site, conversions, and ultimately your revenue.

This guide will break it all down for you and help you gain the conversions you want.


At the end of the day, the fundamentals of conversion rate optimization are to always be optimizing your website. You want to keep your customers happy, keep them purchasing your goods and services, and ultimately coming back again and again.

Until next month.

Interested in a free conversion optimization audit, where we prepare a list of custom optimizations for you?

Claim your Free Audit Here.

Author: Ayumi

Hi, I’m Kurt. Founder & CEO of Convertica. I live and breathe conversion rate optimization. I hope you enjoy my findings.

Use one of the links below to drop me a DM.

Client Case Studies

Follow us on Youtube