My journey in A/B testing: 14 years later

Back in 2009, I was married to the most amazing woman in the world, who loved and supported me.

I was the father of two amazing children.

And I was an entrepreneur, owning a car insurance portal.?

I was also bringing home the equivalent of the medium wage in Romania then.

(while my corporate friends were earning double or triple.)?

Even though my wife was as supportive as she could be, there was a fracture in my identity, hurting my very core.?

As an entrepreneur, I was leading a company with 70 employees.

But the company wasn’t profitable, so I wasn’t making the means to support my family.?

As a father and a husband who deeply loved my beautiful family, I felt enormous mental sorrow.?

A hack.?

A failure.?

An impostor.

The rift in my identity created a painful ripple effect, prompting me to ask the hard questions, the answers leading to the growth path that brought me where I am today.?

Because there was a catch with that pain.

It forced me to ask the right questions and embrace change.

In my case, what needed to change was my business model.?

Because obviously, things couldn’t carry on as they were at the time.?

So, I acknowledged my pain.

I asked the questions that would heal it:?

Why was I unsatisfied? →

Why wasn’t the company turning a profit? →

Why was the ad cost so high? →

What could I do differently to increase my profits? →

Math led me to the need to increase the Conversion Rate.

But how do I do that?

Well, I need to change my website.?

But where can I start?

By asking people why they don't buy.

The survey hurt my eyes: ~70% of our visitors had no idea they could buy their insurance from us.?

Yes, the website I based my livelihood on was that bad - with a small button, with a small CTA copy, and a huge price tag.

We understood we had to experiment with different approaches and test them like crazy.?

But the cost of those CRO tools like Test&Target or Maxymizer was too high.

So, I ended up convincing my programming team to create our own testing tool. The L.U.C.A. to today’s Explore.

Some of the changes we successfully implemented:

Anyways, a series of experiments later, the site’s CR increased by 60%.?

• Location-personalized homepage, using cities’ main squares?
• Localized testimonials to improve trust
• Instant gratification on sign-up forms
• Loading screen presenting compelling purchase arguments

Ultimately, we ended up being the largest car insurance provider in Romania.

My pain was finally resolved.?

You see, that’s why I’m a die-hard fan of experiments.

In CRO and life alike.?

If you think of it, that’s what life is: a series of experiments.

The results? You can either learn from them or be disappointed by them.?

But I truly believe that you grow and smash through inertia through continuous experimentation - no matter where you need to apply your learning.

Is the lack of experimentation causing you pain?

Don’t run from the pain.?

Run towards the solution.?

I mentioned something about Explore’s ancestor, the testing tool I applied to my company back then.?

We didn’t discard the solution after we saw improvements.?

Instead, we polished, optimized, upgraded, upscaled, redesigned, and developed the tool.

We tweaked it until it became Explore: the all-in-one CRO tool for dynamic websites, increased conversion rate, and better UX experiences.?

We had to wait 10 years to see more and more businesses understand the need for continuous A/B testing and experimentation.?

We had to see the pain grow stronger and turn into sorrow.?

And now, with the sun finally setting over Google’s Optimize, it’s time you join hundreds of companies that trust Omniconvert Explore for all your CRO needs in eCommerce.?

Seamless variations, advanced segmentation, and optimized customer journeys - join our side!