When trying to establish a brand’s presence online, most of us put in hours to create marketing and sales campaigns, executing online and offline strategies, and optimizing every digital asset for maximum conversions. But despite that, about 80% of us end up making a few conversion rate optimization mistakes.
Considering the consistently changing digital trends, you’re not to blame. But if you really do want to leverage from every digital effort you make, here are a few mistakes you need to rule out immediately:
1. Not having a CRO strategy in place
Just like the marketing efforts you make, it is important to put down your CRO strategy before you start working on any aspect of it. While optimizing your website for higher conversions, a number of A/B tests are definitely going to be a part of it. But like any other digital effort, it will cost the business some resources.
Hence, it is important to document your CRO strategy beforehand. Define the A/B tests you plan to conduct, why you want to do it and how it will help the business increase its conversions eventually.
An ideal CRO plan should include the various processes that need to be taken to reach an optimum conversion rate and objective, their importance hierarchy and how easy/difficult it would be to conduct them. Upon execution, it is also important to document the results each of these A/B tests and optimization processes yield. This helps manage resources better as well as understand what works the best for a business.
2. Not evaluating the source of traffic
Another common mistake that most businesses make is to not evaluate their source of traffic. There are a number of campaigns that a business usually runs to promote itself in the digital world, but there are only a few platforms that drive in the traffic or the potential customers.
Not evaluating the source of traffic results in not understanding the intent of the visitor in the first place. This impacts the way they perceive your brand and interact with it. Hence it is important to know where your visitors are coming from. This will help you gauge what they expect to see on the landing page and how, and optimize it better for conversions.
Apart from the channel that your traffic is coming from, look into what type of devices or browsers they are using to reach your landing page. Since more and more people today are using the mobile to access the internet, it is important that all the elements on your web page are highly responsive. Adjusting the UX to deliver a seamless experience to all these visitors has a positive impact on your conversions.
3. Not understanding your audience
Probably one of the biggest mistakes that a business can make during CRO is to not understand their audience or visitors. Learning or identifying who your visitors are helps you understand their stage in the conversion funnel, what their needs are and how you can cater to them with your products/services.
When you target the market with a campaign and drive people to a landing page where they are expected to convert, you need to anticipate his frame of mind. For example, your product helps marketers create better social media and email marketing campaigns. But when a social media marketer sees an advertisement that talks about making the most out of FB, he expects to get a product that primarily makes that happen.
Streamlining demographics help you identify your target audience better. You could target them based on their age, gender, location and higher demographic filters like job profiles, interests, purchase triggers, etc.
4. Not making use of data
Continuing on the point above, it is important to make all conversion optimization efforts backed by concrete data.
There are a number of tools like Google Analytics, UsabilityHub, Usertesting and CrazyEgg help you understand how internet users interact with your web pages. They give you data on which sections of the webpage are getting the most amount of interactions, which of them are getting ignored and at what point you’re losing the customers.
Digging into analytics and user behavior is the best way to optimize all your digital efforts as per their expectations. Thereby, converting more.
5. Not spacing out the A/B tests
In their zeal to optimize their websites for maximum conversions, most businesses end up making the mistake of not spacing out their A/B tests. They change a number of things together in short durations. This results in not completely understanding the user behavior.
The best way to conduct your A/B tests is to change one thing at a time. Analyse how the slight change is impacting the visitor engagement and your overall conversions. This practise also helps save time and resources for future optimization efforts.
Another mistake that most marketers make is to conclude the test too soon. It is important to let it run for a sufficient duration to gather actionable insights into user behavior. Concluding it too soon might result in misinterpreting data points and not being able to draw conclusions from it.
6. Not previewing the A/B test on multiple platforms
While it might sound a bit silly, there are actually a lot of businesses who forget previewing the A/B tests they implement on multiple platforms before they go live. This often results in dipped conversion rates and not being able to understand why a certain change did not work for your business.
With the number of mobile internet users exceeding those who use the conventional desktop for the same, it is important to ensure that every aspect of your landing page is extremely responsive in nature. Using cross browser testing tools, you’ll be able to do this easily.
Ensure that your landing pages don’t just aesthetically look good on all devices, but its functionalities remain working effectively as well. You don’t want to be losing out on a possible conversion just because a call-to-action did not work on a mobile device.
7. Not communicating enough
The best way to optimize your website for more conversions is to know exactly what your target audience is looking for – by asking them.
More often than not, marketers end up forgetting the importance of communicating with their prospective customers. The more you speak to them, the better you’re able to understand what they are really looking for and how much of information would you require to provide them with.
Be it AMAs, short surveys, polls or via your email marketing campaigns, make sure communication is a part of your CRO plan.
Over to you
Like we have mentioned innumerable times before, there is no way you can find a ‘one-size-fits-all’ strategy when it comes to conversion rate optimization. You will need to understand, experiment, measure and go back to experimenting again till you find the right match for your business.
What other CRO mistakes do you think marketers and businesses often make?