Did you miss this year’s Conversion Jam? Don’t worry—Mild’s CRO specialists, Herman and Ludvig, took on the role of conference reporters on a chilly autumn morning to explore the latest in the world of CRO and UX. Armed with coffee and notebooks, they gathered insights from some of the sharpest minds in the industry.
Here, we’re sharing the highlights to help you optimize your digital presence—from avoiding conversion pitfalls to how a simple underline can transform the customer experience. Let’s dive in!
Chris Gibbins: Keep it simple, or your customers will scroll away
Chris Gibbins from Creative CX focused on one key theme: minimizing friction. The idea? Make it so easy for your customers to buy, click, or sign up that they don’t even hesitate.
Gibbins' "Running Test"
Chris introduced his "Running Test"—a method to see if a customer can complete a task while running to catch a train.
- The outcome: Netflix almost passed, but poorly placed buttons created unnecessary hurdles.
- Try it yourself: Ask a colleague to try purchasing a product on your site while distracted (like during a phone call). Observe what slows them down.
Popups - less is more
Chris pointed to Levi’s as a cautionary tale of overusing pop-ups. Visitors to Levi’s website encounter a cookie banner, followed by an app popup, and then a newsletter sign-up—all within 10 seconds.
- The result: This sequence created a frustrating experience that risked driving users away before they even explored the site.
- Example: Zalando provides a better approach with a single, non-intrusive popup offering a discount code for newsletter sign-up—only after users have browsed a few pages.
- Lesson learned: Make it simple and reasonable. Customers should glide through your site, not trip over unnecessary obstacles.
Michael Aagaard: Disappointment kills conversions
Michael Aagaard took a deep dive into the psychology of customer disappointment and how to avoid it. Spoiler: Be proactive.
"Expectation gaps"
When expectations aren’t met, customers lose trust and interest. This can stem from clunky user experiences or delivery times that don’t match promises.
AI is your friend
Use AI to analyze customer reviews and identify what works—and what doesn’t.
- Example: Ikea discovered through customer feedback that many misunderstood their delivery dates, leading to frustration. Their solution? Clearer communication in the checkout process to display delivery times before payment.
- Try it yourself: Tools like Octoparse can help collect and analyze customer reviews across platforms. Identify recurring pain points, such as slow delivery or confusing processes, and prioritize fixing them.
Example prompt:
"Are there recurring themes in reviews where customers feel their expectations weren’t met? What are the most common issues?"
By addressing these insights proactively, you can improve customer experiences and reduce dissatisfaction.
- Lesson: Fix what’s broken, highlight what you’re doing right, and remember: “Distrust stops behavior.” Wise words to live by.
Rebecca Hugo: The key to a seamless E-Commerce experience
Rebecca Hugo from Baymard Institute brought UX gold. With over 150,000 hours of user testing, she shared actionable advice to make e-commerce customers feel at home.
Show customers where they are
95% of websites fail to indicate where users are within the site. Adding breadcrumbs or underlines can bridge the gap between “Where am I?” and “Ah, here I am!”
- H&M combines breadcrumbs with clear headings, like "Home > Women > Dresses." The result? Users feel more confident navigating the site.
Avoid dead ends in search
A "no results" page can be a conversion killer. Offer alternatives, correct typos, or suggest related products. Anything is better than a dead end.
- Example: Amazon excels by suggesting similar products or categories instead of leaving users with nothing after a failed search.
- Lesson: No one likes feeling lost. Clarity and guidance are your best allies
The best thing about Conversion Jam?
The insights are instantly actionable. Want your site to feel like a smooth walk in the park? Start small—or reach out to us at Mild. We love making digital experiences simpler, smarter, and more fun.
