Intent-Driven Promotions: Why Leading With Discounts Hurts Revenue
Intent-driven promotions don’t treat discounts as the focus they align every offer with the visitor’s purpose on site. Promotions aren’t the issue. They aren’t going away. And they’re not “bad” for your business. The real issue is how promotions show up. Most DTC...
When Removing Promotions Increases Revenue
When we removed top-page promotions, something unexpected happened. Revenue went up. This experiment proved that removing promotions increases revenue by keeping shoppers focused on what they came for—not chasing discounts. For years, the assumption has been simple:...
Christmas Gift Finder: How to Ship a Helpful On-Page Quiz in One Week
Every December, the same tension shows up. Shoppers arrive with intent and deadlines, but the site still treats them like browsers with time to spare. They do not want to wade through endless filters. They want help. The fastest way to give it is an on-page Christmas...
The CRO Factory: Why Optimization Isn’t a Project—It’s Infrastructure
Jensen Huang, CEO of NVIDIA, described AI data centers as “factories”, systems that take in energy and output intelligence. That framing doesn’t just apply to AI. It’s exactly how smart brands should think about Conversion Rate Optimization (CRO). Because the truth...Experimentation Reporting Strategy: Why Most Programs Stall Without Visibility
Experimentation teams today are doing more than ever—but in too many companies, their experimentation reporting strategy is invisible. The data backs it up: According to Speero’s 2025 Experimentation Maturity Report, 63% of companies say they encourage testing… but...About Craig
My name is Craig Kistler is a user experience professional who has been designing digital experiences for over fifteen years from Medina, Ohio.
I've built and led user experience teams at companies such as Progressive Insurance, American Greetings, and Signet Jewelers. I specialize in helping eCommerce websites increase conversion rates through user research, A/B testing and conversion strategy.
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