What you are going to get today Thanks for choosing to stop by, I can guarantee it will be worth it! In 3 sentences this is what you’ll get from reading this post; The hypothesis, designs, results, and key learnings from 13 extremely varied A/B tests For all 13 tests, a key persuasion learning that can […]

Personalisation, personalisation, personalisation! Sound familiar? Yes, at every CRO convention you’ve ever been to, right?! After all, personalisation has become one of the biggest and most discussed digital marketing trends in recent years. Great, now how should we go about it? Well, let’s start by addressing the current state of play which, by and large, is not good. […]

This is the final post in our Maturity Audit™ series. My colleagues have previously covered three of the Maturity Audit™ pillars (Strategy & Culture, Tools & Technology, People & Skills), so I will conclude with an overview of the fourth one, Process & Methodology—and why we think it crucial for any business wanting to achieve digital growth […]

When most people think about CRO they think about simple A/B tests; button colours and copy tweaks, and yes, in a nutshell, this is CRO; “increasing the percentage of visitors to a website that convert into customers”, thus making businesses more money. However, after 12 years of working with a variety of businesses including some of the world’s most […]

Did your latest A/B test or website redesign not have the result you envisaged? Were you sure that you knew what was wrong with the page, but can’t understand why the change hasn’t positively impacted the performance metrics? You’re not alone. When it comes to deciding where to focus your efforts, many businesses are facing […]

In the world of ecommerce, there is a reason why a brand’s best customers are referred to as VIPs. Customers who invest a lot of time and money in your brand are very important people indeed and are crucial to the overall success of your business. The Pareto Principle was initially coined based on the […]

At PurpleFire, much of our time is spent with the consumers and prospects of our retail clients. In particular, our time is spent 1-1 with these consumers, conducting in-depth research sessions to understand their expectations, motivational factors, primary influencers to purchase and their reaction to different elements of our client’s proposition during the online customer journey. […]

Moderated testing is a vital part of the PurpleFire toolbox during the user research project. Time and time again it allows us to get great quality insights, probing deeper in to users’ experiences to understand the reasons behind their decisions and more importantly, their objections. This post outlines some of the things we’ve learned that […]

Out with the old, in with the new. A few years ago Gartner called customer experience “the new battlefield” and their survey revealed almost 90% of businesses expected to compete on customer experience alone. The focus will shift from disruption across all industries caused by innovative players and new entrants, to a battle fought on the […]

When discussing Conversion Rate Optimisation I like to challenge people to answer the question: “Can a small decrease in conversion rate still lead to a positive test outcome? And if so, in what circumstances?” It doesn’t seem intuitive but once people think about it they usually realise that there are scenarios when other metrics are equally or […]