founder of @nownovel. i tweet and like stuff about conversion optimization and startups.
cape town
Joined May 2007
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I wrote something about why delivery is important in ecommerce and what to test: brendanmcnulty.com/2022/03/0โฆ
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Most product teams try to simplify user journeys by removing choices. But the best teams do the opposite: they strategically inject NEW decision points.
It's called "decision fork injection" - and it's why some products convert 40% better than others.
Here's how it works ๐งต
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The psychology behind decision fork injection:
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Cialdini's commitment principle: Small choices lead to bigger commitments โ
BJ Fogg's behavior model: Reduce friction at high-motivation moments โ
Progressive choice architecture: Break complex decisions into digestible steps
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Read more: brendanmcnulty.com/2025/06/1โฆ
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Brendan McNulty retweeted
Marketers, CRO, UXers:
how are you using LLMs?
I want to quote you in article for print edition of Outperform, published by Eppo.
๐๐ป๐ณ๐ถ๐ป๐ถ๐๐ฒ ๐๐ฐ๐ฟ๐ผ๐น๐น ๐ถ๐ ๐ฎ ๐ฟ๐ฒ๐พ๐๐ถ๐ฟ๐ฒ๐บ๐ฒ๐ป๐ ๐ผ๐ป ๐ฝ๐ฟ๐ผ๐ฑ๐๐ฐ๐ ๐น๐ถ๐๐๐ถ๐ป๐ด๐ ๐ฝ๐ฎ๐ด๐ฒ๐?
If you look at product pages you tend to see a couple of things:
- visitors scrolling the whole of the page and
- lots of clicks on the pagination/next page links
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Test results I've seen on adding infinite scroll:
- Homeware: increased order value and conversion rate
- Clothing: nothing happened and
- Clothing: slight decrease and other numbers all over the spectrum
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55% of US customers prefer buying groceries in-store. ๐ My research shows several reasons for their preference: concerns about product selection, delivery timings, and stock availability.
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Shoppers worry packers might not choose products with care (think expiry dates and quality). The uncertainty of when orders will be delivered also adds to the reluctance. Another common concern is not getting specific items due to them being out of stock
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Brendan McNulty retweeted
The Power of AI in Modern Content Planning: A Case Study niallmcnulty.com/2023/10/theโฆ
At this stage in my career, three things consistently spark my curiosity: #ArtificialIntelligence, customer research, and the enigmatic art of value proposition design. When a tool encapsulates all these, it certainly grabs my attention.
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I've penned down an in-depth review of SegmenTable and how it could work wonders for you. Spoiler alert: I was thoroughly impressed. Review link to follow. #productreview #AI #business
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Find the full review of #SegmenTable here: brendanmcnulty.com/2023/06/2โฆ. Explore how #AI is reshaping our understanding of value propositions and the competitive landscape. #CustomerResearch #ValueProposition #Review
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๐ง Thinking about the future of #AI, it's easy to picture robotic overlords or revolutionary work practices. But the reality could be more practical and close to home.
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๐ธ Their secret? Cameras on automated floor scrubbers. These cameras snap 20M images/day of their shelves, with AI interpreting shadows and stacking patterns to manage stock levels.
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๐๏ธ So, the next steps in AI? Identify how it can make mundane tasks more efficient, experiment, and keep up to date with the tech. #AI isn't about overnight transformation, it's about making our daily lives more efficient. #FutureofAI
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๐ง Recently, I talked with @itsme_jvt who's exploring how AI can help with email management. I use it for copywriting and editing. The point? AI can streamline our daily tasks in many ways.
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