Peep Laja is a former champion of optimization and experimentation turned business builder. He is the Founder and CEO of CXL Institute, the only skill-building platform for marketers that uses the world’s top 1% of practitioners as its instructors. With years of experience and multiple companies under his belt, Peep is considered the #1 most influential conversion rate optimization expert in the world.

Peep also hosts the annual CXL Live, a must-attend conference that features the best in online optimization and experimentation.


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Here’s a glimpse of what you’ll learn:

  • The data-driven tests that Peep Laja runs to track the success of his websites
  • Peep’s first encounters with entrepreneurship while traveling and working all over the world
  • What Peep learned from his failed start-up, and how he used that knowledge to create a more successful business
  • How Peep built an audience for his conversion optimization company
  • Peep breaks down the research process he uses to help clients boost their conversions
  • Peep recalls a case study in which he quadrupled a client’s conversion rates by adding a single feature to their website
  • Peep’s conversion optimization changes that failed, and the changes that worked wonders
  • Peep shares his final advice: Follow data, not opinions!

In this episode…

What if there was a single feature that you could add to your business website that would skyrocket your conversion rates? This is called conversion optimization, and, as online optimization expert Peep Laja knows, it’s all about trial and error.

Throughout his successful career, Peep has made a significant amount of conversion optimization changes that have failed. However, this is all part of his process for building stellar websites. As he says, the most strategic thing you can do for your website is to follow data rather than opinions. By running data-driven tests on each change he makes—from new pull-down menus to a different color for a CTA button—Peep is able to determine exactly what it takes to quadruple a website’s conversion rates.

Join Dr. Jeremy Weisz in this episode of the Giants of Direct Response Summit as he sits down with Peep Laja, the Founder and CEO of the CXL Institute, to discuss how to use conversion optimization to take your business to the next level. Peep discusses the lessons he has learned from his failures, the intense research process he follows when taking on a new client, and the data-driven tests he uses to track his success. Stay tuned!

Resources Mentioned in this episode

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Episode Transcript

Jeremy Weisz

I’m excited to have Peep Laja, who’s one of the top marketing conversion experts. He’s the founder of a conversion optimization agency Markitekt. And the bottom line is they make websites sell better. I learned a lot from your videos. One thing is the biggest thing is you need to have a clear value proposition and he’s going to talk about that. He’s also one of the world’s he has the world’s most popular conversion optimization blog, conversionxl.com, check it out. That gets over 140,000 visitors per month and he has a conversion conference to checkout at liveconversionxl.com. Peep, thanks so much for joining me.

Peep Laja

Thanks for having me.

Jeremy Weisz

I want to start off with I like to start off with a fun fact. But before that, actually, I’m always curious, can you point out some specific things that you changed on your website? Because you’re very data driven. And you look at a lot of the research so I’m really curious if you can point out some of the elements you subtracted or added because of the data that you found.

Peep Laja

Yeah, um, my main business goal for my blog, besides building the brand and so on is to capture emails. Yeah. So I’m always testing how to get more emails. Yeah. If I and I tested pop up versus crawled triggered box versus static, lead capture boxes, out of those no contest, scroll triggered boxes, those that appear as you scroll down, perform the best really, and I ran out Follow up test one if I had all three at the same time, right? Guess what? They don’t cannibalize the ad. Really? So yeah, I have I have a more ways to capture emails in my blog than some people would like every now and then somebody complains. But I mean, pop up and scroll trigger box combined at 30%. I mean, well, it’s a no brainer.

Jeremy Weisz

What about an architect? And Markitekt pitch?

Peep Laja

Yeah, with Markitekt. I guess the biggest insight has been that we we have the video there about a company. Yeah. And every time somebody hits the play, we’re recording an event in Google Analytics. And we found that people who watched the video convert better. So we run a test is still running actually, where the video is bigger.

Jeremy Weisz

Yeah, I was gonna ask about that. Yeah, the pit the picture is bigger here.

Peep Laja

Oh, actually, right now we’re running a test. Where the video thumbnail is, is bigger on on some variations and so far it’s performing about 30% better, but the sample size is too small so early to tell.

Jeremy Weisz

Yeah, that’s always gonna ask because it’s a very small at least when I went to it I was the test group. That’s a small thumbnail. I was wondering why you don’t know the size of that why you made it that size?