VWO Logo
Like this post?
Read our in-depth guide to Conversion Rate Optimization
Share this post
2 Min Read

From the bleeding edge: 10 must-read scientific research papers on conversion rate optimization

Paras Chopra
Paras Chopra
Founder and Chairman of VWO

Scientific research papers on how to increase sales or conversions are rare.  Most of the articles you read on the Internet (admittedly, including a lot of posts on this blog as well) are based on what the writer thinks and what makes logical sense. But scientific research works in a different way. Authors of research papers must produce accurate, reproducible results.  And their articles are reviewed by peers before getting published. Hence in most cases you can always trust results of a scientific paper.

So I fished out research papers on the internet which tell you how to increase your revenues online. Here is the list for your reading pleasure:

Usability

  • Web site usability, design, and performance metrics [good paper with lots of information]
  • Influencing the online consumer’s behavior: the Web experience [Good, detailed paper]
  • The impact of initial consumer trust on intentions to transact with a website: a trust building model[1] [PDF]
  • The role played by perceived usability, satisfaction and consumer trust on website loyalty [needs subscription for fulltext]
  • An empirical study of Web browsing behaviour: Towards an effective Website design

Miscellaneous

  • Practical Guide to Controlled Experiments on the Web: Listen to Your Customers not to the HiPPO[2] by Microsoft Research [PDF, Good paper for A/B split testing internals]
  • Predicting bounce rates in sponsored search advertisements[3] by Google [PDF]
  • How well does result relevance predict session satisfaction? by Yahoo Research
  • Generating Web Site Traffic: An Empirical Analysis of Web Site Visitation Behavior by UC Berkley [PDF]
  • Predicting online-purchasing behaviour [needs subscription for fulltext]

After compiling this list and reading most of the articles, I realized there is a large disconnect between what happens in research and what is actually applied in the market. Do you agree? Did you even know such kind of research happens at all?


Like this post?
Read our in-depth guide to Conversion Rate Optimization
More from VWO

Data-Driven Optimization: How The Moneyball Method Can Grow Revenue

Whether your current ROI is something to brag about or something to worry about, the…

Read More
Jon MacDonald

Jon MacDonald

5 Min Read

The Misadventures of an eCommerce CRO Practitioner – A Ballad

Not once upon a time or very far away, there was an eCommerce site, selling…

Read More
Aditi Gupta

Aditi Gupta

6 Min Read

How to go from “Zero to Hero” with Website Revamp

Got a website you’re not entirely happy with? Worse still, your customers aren’t entirely happy…

Read More
Robert Brandl

Robert Brandl

9 Min Read
Shanaz Khan from VWO

Hi, I am Shanaz from the VWO Research Desk.

Join our community of 10,000+ Marketing, Product & UX Folks today & never miss the latest from the world of experience optimization.

A value for this field is required.

Thank you!

Check your inbox for the confirmation mail