UX design is dead. Long live UX design. I recently read an interview with a UX designer in .net magazine. The article’s opening line was a quote from the designer… ‘I designed the website with the user in mind’. I stopped reading. As opposed to what?!  I thought. Who would design a website not thinking about the user? […]

This is the first in a series of posts that aim to make clear a few commonly used phrases in conversion Rate Optimization Statistics and debunk a few myths about what you can and can’t infer from your test statistics. This article uses examples from A/B testing tool Optimizely but the explanations can apply to […]

Setting the foundations In any business there are challenges, however, I’ve found over the years that the biggest challenge and hurdle to get over is the culture change within a business. Like the picture below, it might not be part of an optimisation programme that gets all the plaudits but it is the most important […]

PPC is an extremely competitive marketing channel which more often than not makes it expensive. Eventually, you could reach a point where the cost outweighs the ROI. So how do you get more customers? Optimise your site to reduce customer acquisition costs The trick is to stop thinking that acquiring new customers is the solution and […]

In broad terms, user-centered design (UCD) is a design philosophy and a process in which the needs, wants, and limitations of the end user of an interface or document are given extensive attention at each stage of the design process. This helps to put customers at the heart of the online experience. By designing for […]

Brand values… What are they? Do they matter? Is it just some marketing fluff? Do customers care? How do you develop them? Is it worth the effort developing them? Back in early 2017, if you would have asked me what are the brand values of PurpleFire I wouldn’t have been able to give you a […]

What is Ecommerce best practice? Ecommerce best practice has been used as a standard set of guidelines to follow for Ecommerce sites. Ecommerce best practice guidelines give partially validated guidance and the basics for key pages on Ecommerce sites. For example: navigation should be clear; the product page should include multiple high-quality images, a price […]

In most businesses, design is still seen as ‘the arty thing’, ’the colouring in’ or the least important part of the process. Low down in the pecking order or lumped in with stuff like marketing. C-suite level professionals are constantly bombarded with so many aspects of business that they can become ‘MOBD’ (Microsoft Office Blind) […]

While A/B testing is an everyday occurrence for us at PurpleFire, we know that this isn’t the case for everyone. Website optimisation is still in its infancy and is only beginning to gain the recognition it deserves from the wider digital industry. We often speak to potential clients and ask “Have you ever done any testing?” […]

There is no doubt that eye tracking technology is an innovative and exciting piece of equipment for anyone involved in user research, online or otherwise. Eye tracking technology goes above and beyond what users say and do, giving us a glimpse into their unconscious and providing quantitative data to strengthen research findings. I’m a big […]