Last week I've run a test on my website measuring the click through rate to the 'Guido Jansen' menu item you see at the top of this page. My assumption was that new visitors to my site don't know who I am and when they look for more information about the person behind the website it should be easy to find. So I created a test to find out what made people click the menu item.
I created four test variants and the only thing I changed was the text of the menu item. Since I think this page is most relevant for new visitors I tested this only on new visitors to my site. As test variants I used 'Who's Guido' (the original), 'Guido Jansen' 'About' and 'About Guido'. All other aspects of the menu were left untouched. And although the variants might seem trivial, the results were quite clear on a winner!
As you can see, the 'Guido Jansen' variant performed best - much better than the original - and I changed the menu item accordingly. Of course testing is a continuous process so you'll be hearing back from me soon with more test results!
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.