Academic & Peer-Reviewed Research

Di Fatta, D., et al. (2018).The determinants of conversion rates in SME e-commerce websites: A qualitative comparative analysis. Journal of Retailing and Consumer Services.
Li, X., et al. (2025).Cognitive load theory application in e-commerce environments. Journal of Electronic Commerce Research.
Pignatiello, G. A., et al. (2018).Decision fatigue: A conceptual-level review of a decade of research. PMC / National Institutes of Health.
Pratesi, A., et al. (2021).Cross-cultural analysis of form completion behaviour using CFA and SEM. Journal of Business Research.
Sweller, J., et al. (2019).Cognitive load theory: A 2019 review. SpringerLink.

Industry Research & UX Benchmarks

Baymard Institute. (2024). Checkout UX Best Practices / Cart & Checkout Usability. Based on 150,000+ hours of UX research.
Dynamic Yield. The Economics of E-commerce Conversion Optimisation: Benchmarks and Device Performance.
Formstack Research. Form Conversion Report: Single vs. Multi-page Performance.
Comparative Analysis of Form Completion Rates.
Interaction Design Foundation. Principles of Progressive Disclosure.
Nielsen Norman Group (NNg). (2016). Website Forms Usability: Top 10 Recommendations.
Nielsen Norman Group (NNg). Usability Testing 101: Identifying 85% of Issues with 5 Users.

Books & Experimentation Guides

Kohavi, R., Tang, D., & Xu, Y. (2020).Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press / experimentguide.com.
Miller, Evan. Sample Size Calculator and Statistical Tools for A/B Testing. evanmiller.org.

Case Studies & A/B Testing Results

Elastic Path. Single-page checkout performance vs. multi-step flows in E-commerce.
Obama Campaign Donation Experiment: The impact of multi-step vs. long forms.
PayU Fintech. Field reduction and its impact on conversion rates.
Venture Harbour. Lead form optimisation: A 743% conversion improvement case study.
com. Multi-step lead generation performance.
Zalora Fashion. Product page and checkout flow optimisation.

Membership & Subscriptions