5 interesting conversion optimization and growth related articles for you today.

Form design best practices (Medium)

When building pages, it’s easy to assume that some common elements, like forms, have been “solved” long ago and to focus on all the other elements.

This may lead to suboptimal forms and lower conversions. It’s too easy to forget or overlook an element, a state, a placement, or a layout.

This article serves as a nice checklist to to check your forms against. This way you’ll make sure that you’ve got all your bases covered.

There are 20+ best practices, all illustrated for easy scanning. Here’s an example for one of them:


How Fast Should Your Site Load? (Firebase)

First Paint, First Contentful Paint, DOM Interactive, First Input Delay, Web Vitals. These are all metrics measuring the site speed. And it’s only a small subset of all of them. The article explains them all and explains which of them are important, and why.

So, how fast should your site load? What do we do with all these metrics?

Here’s a better, more specific question to ask: “When does your content first appear for 3G users?” Tracking these metrics in the wild allows you to see what kind of users are being affected and what the trend is over time.

For more details and better KPIs to measure your site speed, check the article.

25 Key Differences: Google Analytics App + Web vs Universal Analytics (Online Metrics)

What’s the difference between Google Analytics App + Web and Universal Analytics? This article explores the differences between both versions of Google Analytics.

App + Web is perfectly fine for just web, it doesn’t have to be for an app. The name is a bit confusing but the tool brings a lot of new capabilities which were not possibile with the Universal Analytics.

Here’s a sneak peak of what the article covers:


The biggest (and long overdue) change is moving away from the measurement model that was primarily focused on sessions and page views, and instead focusing strongly on users and events. That’s a much more useful perspective.

Accordion Icons: Which Signifiers Work Best? (Nielsen Norman Group)

Main takeaway: The caret icon most clearly indicated to users that it would open an accordion in place, rather than linking directly to a new page.

What was tested:


Good old caret won, but only slightly.


  • Users tend to click fairly equally on both the accordion icon and the accordion label.
  • Use a caret icon to designate an accordion, whether on desktop or mobile — the study found that of the standard set of icons used in this context, only the caret performed better than either no icon or a nonsense icon at indicating that than it was an accordion.

Collection of the Best 241+ Facebook Ad Examples on the Internet (Bookmark this) (DigiFloat)

Facebook ad examples, broadly categorized into 7 industries:

  • eCommerce
  • Beauty
  • Software & Service Provider
  • Education
  • Media & News
  • Food & Beverage
  • Fitness

You’ll find a combination of photo ads, carousel ads, and video ads on this list.

When you’re stuck and need more ideas, just browse through the list and come up with fresh angles.


Radek Sienkiewicz