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In this episode of Marketing Over Coffee Eric Lindroos from Mobly joins John J. Wall and Christopher Penn to explore how lead collection is evolving from traditional static forms and toward more dynamic, user-driven interactions. They discuss frictionless lead gen, privacy-first data capture, and leveraging AI and zero-party data to boost personalization and trust. Here are three key takeaways from the episode.

𝗙𝗿𝗲𝗲 𝘀𝗵𝗶𝗽𝗽𝗶𝗻𝗴 𝘀𝗼𝘂𝗻𝗱𝘀 𝗹𝗶𝗸𝗲 𝗮 𝘄𝗶𝗻, 𝗿𝗶𝗴𝗵𝘁? But how you communicate it can make all the difference. In this experiment, we tested a small messaging tweak during checkout and it came with unexpected results. It’s a reminder that sometimes, even well-intentioned changes can shift user behavior in ways you don’t see coming. Curious how it played out? Slide through the test results and key takeaways 👉 #CRO #ABTesting #EcommerceTips #UserBehavior #FreeShipping

𝗢𝗻 𝘁𝗼𝗱𝗮𝘆’𝘀 𝗲𝗽𝗶𝘀𝗼𝗱𝗲 𝗼𝗳 “𝗙𝗮𝗶𝗹𝗲𝗱 𝗔/𝗕 𝗧𝗲𝘀𝘁𝘀 𝗧𝗵𝗮𝘁 𝗧𝗮𝘂𝗴𝗵𝘁 𝗨𝘀 𝗦𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴” We noticed 𝟴𝟬% of mobile users were adding to cart but never making it to checkout. ✅ Heatmaps showed they were clicking on distracting links. ✅ Heuristic analysis confirmed those links were giving them too many exit points. So, we ran a test. We removed the distractions. We were aiming for a 25% lift in conversions. Two new versions went head-to-head with the original. Here’s what happened: ✔️ More users reached the checkout steps ✖️ But clicks on express checkout dropped — pulling the overall conversion rate down by 7.64% Still, mobile showed a small lift with one of the variations. So we’re iterating on that. 𝗡𝗲𝘅𝘁 𝘂𝗽: 𝘄𝗲’𝗹𝗹 𝗯𝘂𝗶𝗹𝗱 𝗼𝗻 𝘁𝗵𝗲 𝗺𝗼𝗯𝗶𝗹𝗲 𝗴𝗮𝗶𝗻𝘀, 𝗳𝗼𝗰𝘂𝘀𝗶𝗻𝗴 𝗼𝗻 𝗶𝗺𝗽𝗿𝗼𝘃𝗶𝗻𝗴 𝗲𝘅𝗽𝗿𝗲𝘀𝘀 𝗰𝗵𝗲𝗰𝗸𝗼𝘂𝘁 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁.

Black Friday might be the busiest time for testing, but the takeaway here goes far beyond the holiday rush. In this clip, Khalid Saleh sits down with Simbar Dube and shares how one high-traffic eCommerce brand ran eight A/B tests in just five days and it wasn’t chaotic. Their traffic and conversion volume made it possible to test that aggressively without muddying the data. But here’s the thing: Even outside of the Black Friday season, 𝙩𝙧𝙖𝙛𝙛𝙞𝙘 𝙞𝙨 𝙖 𝙙𝙚𝙘𝙞𝙙𝙞𝙣𝙜 𝙛𝙖𝙘𝙩𝙤𝙧. If you have the volume, you can run more tests, faster, and with cleaner results. If you don’t, pushing too many experiments at once can blur insights and waste time. So whether it’s peak season or not, the rule holds: 𝗟𝗲𝘁 𝘆𝗼𝘂𝗿 𝘁𝗿𝗮𝗳𝗳𝗶𝗰 𝗴𝘂𝗶𝗱𝗲 𝘆𝗼𝘂𝗿 𝘁𝗲𝘀𝘁𝗶𝗻𝗴 𝘃𝗲𝗹𝗼𝗰𝗶𝘁𝘆.

If you're running an eCommerce store and not testing regularly, you might be leaving revenue on the table. A/B testing helps you turn “I think this might work” into “I know this works.” It’s not about chasing perfection. It’s about making small, intentional changes and using real data to see what actually helps. Maybe it's a simpler headline, moving a review section higher up, or removing a distracting element. These changes may seem minor, but testing shows you which ones actually make a difference. And the best part? Every test, even the ones that don’t win, teaches you something valuable about your customers. Instead of guessing what your shoppers want, start testing for it. #CRO #eCommerce #ABTesting #Experimentation

Not everyone who lands on your website is ready to buy.  • Some people are just browsing to see what's out there.  • Others may not even remember how they got to your site.  • And a small group is actively looking to make a purchase. The problem is that many websites treat all three of these visitors the same. Same layout, same messaging, same push to buy. In this video, Khalid Saleh sits with Simbar Dube to break down a smarter way to approach website structure—one that considers where your visitors are in their journey. Instead of jumping straight to selling, your website should guide.  • Start with clarity. Let people know what your site is about.  • Then give casual browsers something useful to explore.  • And finally, make it effortless for ready-to-buy visitors to take action. When you design with all three groups in mind, you don’t just improve the user experience. You build trust, reduce friction, and give people a reason to stick around and come back. That’s what a good website structure does. It doesn’t just look nice. It works. #CRO #UserExperience #WebsiteOptimization #ABTesting

A surprising number of people still abandon their cart right at the finish line; the checkout page. According to an article by Invesp, the average Shopping Cart Abandonment Rate of e-commerce websites is 65.23%, which means that shoppers didn’t complete the checkout process 65 times out of 100. Sometimes, it’s not the price or the process that’s the problem. It’s uncertainty.  • 𝘞𝘩𝘢𝘵 𝘪𝘧 𝘵𝘩𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘥𝘰𝘦𝘴𝘯’𝘵 𝘮𝘦𝘦𝘵 𝘦𝘹𝘱𝘦𝘤𝘵𝘢𝘵𝘪𝘰𝘯𝘴?  • 𝘞𝘩𝘢𝘵 𝘪𝘧 𝘳𝘦𝘵𝘶𝘳𝘯𝘴 𝘢𝘳𝘦 𝘥𝘪𝘧𝘧𝘪𝘤𝘶𝘭𝘵?  • 𝘊𝘢𝘯 𝘐 𝘵𝘳𝘶𝘴𝘵 𝘵𝘩𝘪𝘴 𝘴𝘵𝘰𝘳𝘦 𝘸𝘪𝘵𝘩 𝘮𝘺 𝘤𝘢𝘳𝘥 𝘥𝘦𝘵𝘢𝘪𝘭𝘴?  • 𝘛𝘩𝘢𝘵’𝘴 𝘸𝘩𝘦𝘳𝘦 𝘷𝘢𝘭𝘶𝘦 𝘱𝘳𝘰𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯𝘴 𝘤𝘢𝘯 𝘮𝘢𝘬𝘦 𝘢 𝘳𝘦𝘢𝘭 𝘥𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘤𝘦. We ran a test to see if reinforcing trust and clarity right before payment could ease those last-minute doubts. Not only did it improve conversions, it also bumped up revenue per visitor. But here’s the kicker; the version that focused on product-related benefits outperformed the one centered on purchase guarantees. What you say matters. Where you say it? Also key.

You can't fix what you don't see, and that's why session recordings are a game-changer. They let you watch how real users move through your site. Where they hesitate. Where they scroll past without noticing. Where they rage-click something that's not even clickable. But session recordings are just one piece of the puzzle. They don't always tell you why something's not working and won't give you the full story on their own. What they're good at is helping you spot patterns and build smarter hypotheses before you run an A/B test. When you know where users are getting stuck, your tests become much more focused and less random. So, if you're wondering where to start with CRO, try watching the journey, not just the numbers. We recently published a breakdown of how to analyze session recordings the right way. Link's in the comments 👇 #CRO #SessionRecordings #ABTesting #ConversionOptimization

𝗡𝗼𝗻-𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗖𝗼𝗻𝗰𝗲𝗽𝘁𝘀 𝗧𝗼 𝗘𝘅𝗽𝗹𝗼𝗿𝗲 𝗜𝗻 𝗬𝗼𝘂𝗿 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗘𝗳𝗳𝗼𝗿𝘁𝘀 Sometimes, the smartest marketing lessons come from fields that have nothing to do with marketing. Here are five concepts to explore. 🚀 𝗔𝗲𝗿𝗼𝘀𝗽𝗮𝗰𝗲 𝗘𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗶𝗻𝗴 – 𝗪𝗶𝗻𝗱 𝗧𝘂𝗻𝗻𝗲𝗹 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 Before a plane takes off, it undergoes wind tunnel testing. Engineers simulate real-world conditions to see how it’ll perform without risking a crash. That’s what A/B testing does for your landing pages and campaigns. It’s your safe test environment. If you wouldn’t launch a plane without testing, why launch a page without knowing how users will respond? 🎨 𝗔𝗿𝘁 – 𝗧𝗵𝘂𝗺𝗯𝗻𝗮𝗶𝗹 𝗦𝗸𝗲𝘁𝗰𝗵𝗶𝗻𝗴 Artists start with quick, rough sketches—just enough to explore ideas without investing hours into something that might not work. Think of this as testing concepts before committing to a full-blown campaign, whether it’s a rough landing page wireframe, a few variations of ad copy, etc. 🛠️ 𝗠𝗲𝗰𝗵𝗮𝗻𝗶𝗰𝗮𝗹 𝗘𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗶𝗻𝗴 – 𝗙𝗮𝗰𝘁𝗼𝗿 𝗼𝗳 𝗦𝗮𝗳𝗲𝘁𝘆 Engineers build in margins—extra strength beyond what’s needed, just in case. Validate your assumptions with data. Users don’t always act how you expect, and the real world rarely goes as planned. 🚒 𝗘𝗺𝗲𝗿𝗴𝗲𝗻𝗰𝘆 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝘀 - 𝗠𝗼𝗰𝗸 𝗗𝗿𝗶𝗹𝗹𝘀 Firefighters don’t wait for a real fire to test their response time—they run drills repeatedly. During high seasons or big campaigns, mock everything before you go live. Run through the user flow, test the emails, review the funnel, and get everyone aligned. Marketing doesn't have to stay in its lane. Which field outside marketing has taught you something valuable?

We thought we had it figured out. 📉 𝗛𝗲𝗮𝘁𝗺𝗮𝗽𝘀 𝘀𝗵𝗼𝘄𝗲𝗱 𝗱𝗿𝗼𝗽-𝗼𝗳𝗳𝘀 𝗯𝗲𝗹𝗼𝘄 𝘁𝗵𝗲 𝗳𝗼𝗹𝗱 📉 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝘁𝗼𝗹𝗱 𝘂𝘀 𝟵𝟴% 𝗼𝗳 𝗵𝗼𝗺𝗲𝗽𝗮𝗴𝗲 𝘃𝗶𝘀𝗶𝘁𝗼𝗿𝘀 𝘄𝗲𝗿𝗲𝗻’𝘁 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝗶𝗻𝗴 📉 𝗛𝗲𝘂𝗿𝗶𝘀𝘁𝗶𝗰𝘀 𝗽𝗼𝗶𝗻𝘁𝗲𝗱 𝘁𝗼 𝗺𝗶𝘀𝘀𝗶𝗻𝗴 𝘁𝗿𝘂𝘀𝘁 𝗲𝗹𝗲𝗺𝗲𝗻𝘁𝘀 𝗮𝗻𝗱 𝘄𝗲𝗮𝗸 𝗖𝗧𝗔𝘀 𝗮𝗯𝗼𝘃𝗲 𝘁𝗵𝗲 𝗳𝗼𝗹𝗱 So we ran a test; restructured the hero section, added trust signals, and made the CTA clearer. 𝗘𝘅𝗽𝗲𝗰𝘁𝗲𝗱 𝗮 𝟮𝟱% 𝗹𝗶𝗳𝘁 𝗶𝗻 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻𝘀. Instead? It tanked. -𝟭𝟳.𝟭% 𝘄𝗼𝗿𝘀𝗲 𝘁𝗵𝗮𝗻 𝘁𝗵𝗲 𝗼𝗿𝗶𝗴𝗶𝗻𝗮𝗹. Painful? Yes. Pointless? Not at all. This test told us what doesn’t work, so we don’t spend months building the wrong thing. This is why we test. Not just to find what works, but to rule out what doesn’t. When a test flops, do you pause to investigate—or just move on to the next idea? #abtesting #cro #experimentation