Dennis van der Heijden is in an enviable position. He is able to see the results of hundreds of split tests through his awesome split testing service, Convert Insights at

He’s noticed a few things about how successful businesses are at finding winning tests.

These numbers plus his ideas on why some have tests that frequently yield conversion rate lifts while others don’t is the subject of my Instagraph. This was recorded live at Conversion Conference East 2012 in Ft. Lauderdale, Florida on October 10.
Here is a time-lapse video of the creation of the Instagraph.

Here is the final result.


Brian Massey
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  1. […] The Conversion Scientist – The blog of Brian Massey. Always contains insightful posts and very easy to read. Must Read: Instagraph: Why do some people succeed with testing while others fail? […]

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