Myths to be stop believing when it comes to CRO

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  • Conversion rate optimization (CRO) is the process of optimizing your sponsored search ads, landing pages, and overall website design to raise your conversion rate. In other words, the goal is for the highest possible percentage of visitors to your site to convert, or complete your desired action.
  • Conversion Rate Optimization Is…
  1. A structured and systematic approach to improving the performance of your website
  2. Informed by insights—specifically, analytics and user feedback
  3. Defined by your website’s unique objectives and needs (KPIs)
  4. Taking the traffic you already have and making the most of it
  • 1: A/B testing equals conversion rate optimization

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  • Probably, the most common myth about conversion rate optimization is the one that equates the process with A/B testing. Simply put, A/B testing is about tweaking website, landing page or email elements in terms of position, color, size, and then testing different versions against each other to see which one will produce better results.
  • There is so much debate nowadays as to which button color converts best – green, red, or perhaps orange? But for the majority of businesses that experience problems with CRO, that’s not even the question. The real questions are: Do we understand how our customers purchase? Do we know what kind of information they will be looking for on our website? Have we provided them with everything they need? These are really just a few issues that could be hindering your website conversions. So, rather than beginning and ending the CRO conversation with A/B testing, businesses should strive to address major issues first.
  • 2: We can simply guess what our customers’ needs are
  • Oftentimes, businesses assume they know all there is to know about their customers’ needs and, therefore, it is not so important to ask customers anything. While these assumptions and hunches could be the starting points for a CRO, but they certainly shouldn’t be taken as facts. Without any factual validation, they remain mere guesses that can take the whole CRO process in the wrong direction.
  • CRO uses a data-driven approach to determining what it is that makes a visitor tick, what it is that is needed for them to convert. Instead of guessing these things, CRO utilises user feedback tools to ask current and potential customers directly. Although analytics is a vital piece to the puzzle, we can’t overstate the importance of user surveys and testing enough.

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  • 3: Too much coping is unhealthy
  • You can copy a successful business’s website, but you can’t really copy their success along with it.In rare cases where mimicking someone else’s web design results in more conversions, the design itself usually isn’t the real factor of change. Rather, the improvement is most likely a result of an unintentional removal of a problem or several problems that were obstructing conversions. For this reason, you should carefully evaluate your focus to see if you wrongly expect to increase conversions solely through website design.
  • Good design communicates a business’s professionalism and credibility. But it’s important to remember that it’s not the only thing that matters. You might need to dive deep below the surface, to the core values and objectives of your business, and reassess whether they’re aligned with the needs of your customers.

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  • 4: We can just find some tips and do it really quickly.
  • Regardless of some of the hype you can read on the Internet, the process of improving conversion rates takes work and time. It’s not a matter of just applying a few quick fixes. Significant results can be achieved only through a systematic approach. Naturally, you’d have to test each one of them.
  • In most cases, a successful A/B test takes two weeks to complete, so just imagine how much time you would need to spend on testing a hypothesis that can prove to be completely irrelevant, or even harmful to your CRO process. But if you back yourself up with data and have a well-developed process to follow, in the very early stages of CRO you will be able to set your priorities and invest time in that what matters.

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  • 5: You might think that Conversion rates are the only thing that really matters
  • Conversion Rate Optimization turns out, is no longer something nice to have, but it’s turning into a must for every company. A lot of marketers are a bit sceptical at first, though, about a service that sometimes sounds too good to be true. If you’re the person responsible for lead generation in your company, or if you’re running an e-commerce website, implementing different experiments and learning from the results can dramatically improve the number of leads or orders you’re generating from your site.
  • When implementing these processes in your organisation, you will find that although a lot of the tips and tricks online look rather easy, it’s not such a simple process as expected. If you’ve been thinking of implementing different experiments on your website, but still have a few reservations, this article will help you set some misconceptions straight so you don’t waste your time.
  • The goal here is not to try to convince every visitor by any means that your product or service is right for them and nudge them into converting. What effect is that going to have in the long run anyway? They will purchase or subscribe once, figure out they didn’t get what they were expecting and then they’ll make sure everybody knows about their negative experience with your business. So, it’s important to always stay true and constantly seek ways to improve your message so that it inspires prospects to take one step at a time.

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  • However, when talking to people in our area about the potentials of CRO, we still find that there are a lot of misconceptions about Conversion Rate Optimization.
  • CRO can make a significant difference in your conversion rates, but only if you’re willing to take a structured and systemic approach that relies on qualified data points. If you think you might encounter another misconception and are not sure, keep one thing in mind. Anything that promises quick wins, without taking into consideration everything that makes you unique as an organisation is probably too good to be true.
  • Real optimization is not a one trick thing, real optimization requires hard work and figuring out what’s right for your site and your customers.

About Author

Deepika Murty

Deepika Murty

Deepika Murthy is an ECommerce Strategist and Mobile app development expert. She architected several enterprise mobile applications for veltrod clients.

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