I never paid much attention to the whole notion of the 10,000 hour rule. You know, the rule that says it takes around 10,000 hours to master something. It just always sounded to me like a random high number someone just pulled out of thin air. After having spent the equivalent of 10,000 hours learning, working in, and teaching conversion optimization, I now understand the significance of putting in the time to achieve proficiency in a skill. But I also know that not everyone has that kind of time to devote to something.....so I wrote a book!

To state the obvious: mobile is becoming increasingly important. Duh! Take a look at your Google Analytics data and compare that with the same period last year. Chances are, the share of mobile traffic has grown sharply in 1 year's time - at the expense of desktop. (Tablets stay more or less stable on many sites.) But has the share of mobile conversions increased proportionally? Probably not. And that means you urgently need to work on a mobile version of your ecommerce site that converts well.

Optimising your product page is one of the best ways to increase the conversion rate of your shop. Each site is different, of course, but you usually see that you can grow faster by improving your product page than by improving your home page or category page (which obviously does not mean you cannot make any improvements there). But how do you start optimising your product pages, and what should you look out for? Some do's & don'ts ....

I'm not exactly saying anything earth-shaking when I say that a fast site is important. For a marketer or ecommerce store owner, though, this becomes a pretty technical story quite quickly. And then there may be a tendency to shove it to the side and do other things. But that does not have to be the case. Guillaume Derolez, software engineer at Google, gave an interesting presentation during the ‘Conversions at Google’ event, one that is also understandable for non-techies. He focused especially on the speed of mobile sites, but many things also apply to the desktop and tablet version of your site. How fast does your site have to be? And what can the impact be of a faster site? But above all: how do you make it faster? Guillaume Derolez covered these and other questions in a very accessible way in this presentation. A handy, easy-to-understand basic explanation for non-techies.

We love getting into the nitty gritty of conversion rate optimisation here at dexter.agency whether that’s reading research reports, discovering new techniques or playing around with the latest tools. We searched high and low for tools to cover everything you need to do along the conversion research and testing process.

Artificial Intelligence (AI) is hot. Not a day goes by without some article about a ground-breaking new AI application. For laypeople – like myself – it often sounds like abstract hocus pocus. And frankly, sometimes it's flat-out scary shit. Not surprising, then, that big names like Stephen Hawking, Elon Musk and Steve Wozniak are warning about the dangers of AI.

Every site is different. They have different target audiences, different problems and different solutions for those problems. But they have one thing in common: they need a value proposition. If you do it right, your value proposition is going to be one of your best conversion boosters. In contrast to what you might think, visitors to your site often don’t know what your site’s about when they land on it. You would assume they know because you explained in the ad they just clicked on. But not everyone reads your ads. People sometimes just randomly click on stuff without really knowing where they’re going.

Every time I talk about conversion optimization with my clients, I’m asked the same question: 'Do those details really make a difference?' I know. We are talking about small adjustments that seem so minimal it’s almost beyond belief that they can make a difference. The word optional next to a field in a fill-in form, a call-to-action button, a line of micro-copy at checkout. Just details, right? Nothing could be further from the truth. It is precisely those details that determine whether your visitor crosses the finish line. This is especially true for 7 or 8 figure e-commerce sites, because even half a percent change in conversion rate can mean a few hundred thousand dollar change in yearly revenue.

It seems like everyone wants A/B testing these days. Unfortunately, it doesn’t always make sense. It might even be a waste of your time (and visitors). Don’t get me wrong, we love A/B testing. We do it all the time. But only when it makes sense for our clients.

Are you doing a complete redesign of your site, or planning a redesign soon? Maybe you want more conversions and you think that a redesign is the solution? I am afraid I have bad news. The chances are good that your new site will make little or no difference. It might even cause your conversions to plummet. For a 7 or 8 figure e-commerce store, too much change at once can kill your conversions.