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Jansen
Theory:
We make sense of a new idea by comparing it to other ideas or situations. (More info on Wikipedia: Conceptual Metaphor)
Application:
You can help people understand your message by using a literal or implied analogy through visual imagery or evocative language. This association helps people understand (difficult) concepts. For example: If your product solves some kind of problem, compare your solution with other -more familiar- situations with the same solution.
Most of my content is published on LinkedIn, so make sure to follow me there!
Recently I've seen some (often absolute) statements going around, generally in the line of "open source commerce platforms are a terrible idea". Now of course different solutions always have different pros and cons.
A hierarchy of evidence (or levels of evidence) is a heuristic used to rank the relative strength of results obtained from scientific research. I've created a version of this chart/pyramid applied to CRO which you can see below. It contains the options we have as optimizers and tools and methods we often use to gather data.
