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How do you know your current design is excluding the right people? The people who are buying your product now might just be reacting to your current color schem

by sethev 13y ago

How do you know your current design is excluding the right people? The people who are buying your product now might just be reacting to your current color scheme (or lack thereof) or word order.

pc86 13y ago
I don't mean this to be snarky so please don't take it that way. I don't see where color scheme, button text or carousel slide order will make a difference if you're selling something someone really needs, is informed about, etc. Maybe the argument is less "red buttons get 0.8% more people to buy" and more "red buttons get people to read our copy 40 seconds longer and that means 0.8% more people will understand what we're selling," but it's always been presented as "convince those on the edge to buy whether they understand/need the product or not."
- rfergie 13y ago
  > I don't see where color scheme, button text or carousel slide order will make a difference if you're selling something someone really needs, is informed about, etc This is true if you are unique in the market of a lot better than competitors. But if you are only 5% better even people who know quite a lot about your services and niche will not always be able to tell. Agree that "white hat" conversion rate optimisation should be about getting people to understand the product
- sethev 13y ago
  One thing I learned early on from working at a college computer lab in my late teens is that people very often don't even see certain elements on the screen. The post I responded to made it sound like people are deciding not buy because they consciously evaluated the button color and didn't like it. Maybe people didn't notice the button when it was a different color. An A/B test couldn't tell you that but having watched a lot of people using unfamiliar software, that seems a lot more plausible. If the point of a website is to communicate then A/B tests are a good way of making sure that you're communicating effectively.
- btilly 13y ago
  If you are a consumer facing site, every single customer of yours will have a point where they know nothing about you and need to decide whether to go with you or a competitor. That's the kind of thing that A/B testing is good for. However if you've got an "enterprise product" that people have to use because their management tells them that they have to, then this does not apply to you. So what you say can be true. But is probably true for fewer companies than think it is true about them.

by sethev 13y ago

How do you know your current design is excluding the right people? The people who are buying your product now might just be reacting to your current color scheme (or lack thereof) or word order.

pc86 13y ago

I don't mean this to be snarky so please don't take it that way. I don't see where color scheme, button text or carousel slide order will make a difference if you're selling something someone really needs, is informed about, etc. Maybe the argument is less "red buttons get 0.8% more people to buy" and more "red buttons get people to read our copy 40 seconds longer and that means 0.8% more people will understand what we're selling," but it's always been presented as "convince those on the edge to buy whether they understand/need the product or not."

rfergie 13y ago
> I don't see where color scheme, button text or carousel slide order will make a difference if you're selling something someone really needs, is informed about, etc This is true if you are unique in the market of a lot better than competitors. But if you are only 5% better even people who know quite a lot about your services and niche will not always be able to tell. Agree that "white hat" conversion rate optimisation should be about getting people to understand the product
sethev 13y ago
One thing I learned early on from working at a college computer lab in my late teens is that people very often don't even see certain elements on the screen. The post I responded to made it sound like people are deciding not buy because they consciously evaluated the button color and didn't like it. Maybe people didn't notice the button when it was a different color. An A/B test couldn't tell you that but having watched a lot of people using unfamiliar software, that seems a lot more plausible. If the point of a website is to communicate then A/B tests are a good way of making sure that you're communicating effectively.
btilly 13y ago
If you are a consumer facing site, every single customer of yours will have a point where they know nothing about you and need to decide whether to go with you or a competitor. That's the kind of thing that A/B testing is good for. However if you've got an "enterprise product" that people have to use because their management tells them that they have to, then this does not apply to you. So what you say can be true. But is probably true for fewer companies than think it is true about them.