Don’t Trust User Testing Surveys | Conversion Rate Optimization Minute | Episode 102

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Whether you're interested in Conversion Rate Optimization best practices or the Conversion Conference 2017 in Las Vegas https://goo.gl/8KB4DW , this is the second in a series of videos for you. Tim Ash, author of the Amazon bestseller "Landing Page Optimization: The Definitive Guide to Testing & Tuning for Conversions" and CEO of SiteTuners, a website conversion optimization consultancy, created this series for members of the Conversion Community. Every Friday afternoon, we'll upload another a minute-long video providing the latest techniques and strategies around conversion testing and optimization. If you subscribe to this channel, any videos that we publish will show up in your Subscriptions feed. This makes it simple to keep up with the content you care about. Here's the transcript of "Don't Trust User Testing Surveys," Episode 102 of the Conversion Rate Optimization Minute: Hi, Tim Ash here, and today I want to talk to you about surveys, and why they're unreliable. Well, whether they're verbal or written, doesn't matter. They all use language. So what's the problem with that? Well, only the neocortex, the new part of our brain has access to language. But, when you ask people in user testing or other environments why they did something, the decision making was made automatically or subconsciously by the primitive parts of our brain. They literally don't have access to language. So anything that we say verbally or respond to verbally is being mediated through our new brain and is basically an after the fact rationalization. So watch people in the wild, believe what they do, not what they say. And whether you're a web designer, an optimization or analytics pro, a marketer or a business owner, you can learn, grow and profit from the secrets of the highest converting websites in the world by attending Conversion Conference. Learn from the world's top CRO experts at this intensive 2-day event! With over two dozen shows in the US and Europe since 2010, Conversion Conference is the original and only full-industry event for conversion rate optimization. Fantastic content – We work very hard to program the best event possible, and last year got our highest speaker scores ever. This year we are bringing back only our top-rated speakers plus talented experts from a wide variety of fields. Choose from four parallel tracks of actionable content to customize the exact program that you need (and bring the team for maximum learning). Most session have a single speaker who will provide in-depth and practical insights. Stay an extra day to attend your choice of three optional hands-on workshops. This show will pay for itself many times over – if you are not satisfied with your learning experience, conference chair Tim Ash will personally refund your attendance fee. See the agenda at https://goo.gl/7uJqu0 Access to the speakers – Our speakers love to share! In addition to sessions and informal networking opportunities during the breaks, we carefully plan birds-of-a-feather lunch table topics so you can talk in-depth with the speakers of your choice. Meet the speakers at https://goo.gl/FvfvpF Quality networking and lasting memories – Our welcome and networking receptions allow you to meet and enjoy your peers from over two dozen countries. Long breaks each morning and afternoon create fantastic opportunities for meeting great people. Check out the Chairperson Tim Ash's Facebook photos from 2016 at https://goo.gl/icb1yO Meet Cutting Edge Companies – Dozens of leading CRO-related companies will be in the expo hall. Get your questions answered or test-drive the latest technologies and services – all in one place! Meet the sponsors at https://goo.gl/F7H8rV Fun events – Our special surprise event on the first night will give you a unique Vegas experience. And don't forget Tim Ash's famous after-party in the Presidential Suite with the private rooftop pool and piano high above the Vegas Strip. Vegas Baby! – All of the delights of this world-class destination city are at your disposal! Take advantage of top-rated restaurants, amazing shows, the best in shopping, or try your luck at the gaming tables. Find your own fun just minutes away.