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Qubit meta-analysis on website optimization

via Tristan Handy’s newsletter, a meta-analysis on website optimization [PDF] published by Qubit. Some interesting takeaways for product teams.

  • Cosmetic changes are usually immaterial.
    • “We recommend choosing a design and sticking with it based on preference or through a qualitative process.”
  • Most effective experiments affect perceived value of the product or service.
    • “The biggest winners from our analysis all have grounding in behavioural psychology – scarcity, social proof, urgency, and to a lesser extent, abandonment recovery.”
  • Poor implementation can distort results.
  • Not all personalization is created equally, but segmentation helps.
    • “By analysing the expected effect of segmented treatments vs non-segmented treatments we observe a nearly 3 fold difference in expected uplift in revenue.”
    • “Within this analysis we include treatments that can be automated based on visitor context and on-site behaviour : abandonment, product recommendations, social proof, scarcity, weather and urgency. At Qubit we call these ‘Programmatic experiences’. From this analysis it is clear that these are not equally effective.”

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