If you’ve grown a decent traffic from your website for some time now, it’s only natural to want to optimize it for conversion. Today, digital marketers no longer see Conversion Rate Optimization (CRO) as just another hyped metric. It is something that every business should understand thoroughly if they want to boost their overall sales.
Essentially, conversion rate is the percentage of visitors that took action after visiting a web page (such as filling out an online form, enlisting in the email newsletter, joining an online contest, clicking the CTA button, entering coupon code, etc.).
CRO involves doing some A/B testing on different versions of a website and compare them to see how they affect conversion. The end goal here is finding out which version converts better; one that can generate more responses, leads, and purchases from customers.
Conversion rate is often associated with the company’s ROI. It is considered to be one of the major metrics that measure how a marketing strategy is performing. CRO allows you to turn passive visitors into active users who are more likely to stay engaged with your content, buy your products and refer you to their friends.
Before implementing CRO techniques, you would probably use gut feelings when making decisions. With CRO, it removes indecisions out of the way. It helps you to make smarter decisions based on facts and data; rather than gut feelings.
Once you use the data gathered before starting any changes on your site, you’ll find out that you get better results from these changes. If your tests prove that increasing your site speed will bring out 20% more visitors clicks, then at least you have achieved something more reasonable than if you didn’t do any tests.
It’s also worth noting that Conversion Rate Optimization is all about targeting the right kind of customers; not just aimlessly optimizing conversion rate of a website or a specific campaign. It is rather impractical to have a high conversion rate based on the wrong set of audience. Focus on the customers who are most likely to engage and support your business.
While there’s no shortage of resources on how to boost conversion, there are still myths that are left unaddressed. So, we decided to write this article to provide some clarity about CRO–what it is and what it’s not. Here’s a rundown of the top 5 myths about Conversion Rate Optimization.
5 Popular Conversion Rate Optimization Myths
You need to follow all the CRO best practices
When we hear the phrase “best practices” (e.g. changing the CTA buttons), it often gives the impression that these are the ONLY accepted techniques that should be followed. Keep in mind that there are no one-size-fits-all solutions when it comes to optimizing conversion rate.
Any tips or tricks that guarantee positive results–without taking into account your brand’s unique circumstances–are probably too good to be true. It still requires you to do all the hard work, such as running A/B tests and make calculated decisions and actions based on analytics.
You can still learn from these best practices but don’t always assume they are applicable to all businesses or medium. Consumer behavior may differ significantly across platforms, locations, devices and time. Researching about your customers will give you better results than just following blindly to all these best practices.
CRO is the only metric that you need to focus on
While it’s true that Conversion Rate Optimization is important, it should not be treated as a be-all metric when it comes to increasing ROI. Conversion is not an end result but rather a process.
Your objective here is not to deceive visitors into converting. You want to be able to convert visitors who are already engaged with your business; those who are interested in what you are offering and can help promote your business.
While conversion rate is important, you also have to consider other worthwhile metrics that convert visitors. You may want to take a look at Visitor Loyalty (no. of times a visitors visit the website within a specific period) and Visitor Recency (no. of days between the visitor’s previous and latest visit). These two metrics are available in Google Analytics. It gives an insight whether your visitors are actually engaged with your brand or not.
CRO is all about trusting your instincts
There are instances wherein using your gut instincts can be a good. An example would be when creating the hypothesis that you want to test. However, don’t depend on this exclusively. The test results can point to credible data, especially for lost conversion opportunities from traffic you have already paid for.
Surveys, analytics, heat maps, and usability tests are great tools to use to learn more about your target market. So, formulate your theories, but make sure that you use the right tools to know what the real problem is. Then perform tests to uncover different solutions.
Conversion is simply a way to make your website look good
People by nature are visual creators. It’s just normal for us to appreciate anything that looks visually aesthetic. However, if you haven’t observed already, there are thousands of beautifully-designed websites out there that don’t actually convert. Why is that?
It’s because designed is just one part of the entire pie that encompasses a website. Design can only go as far as attracting your target visitors to your site. It does not address inherent issues that may damage your conversion rate. At the end of the day, people will only engage with brands that offer something meaningful to them.
You might also discover that you don’t really need a website redesign in order to increase your conversion rate. Sometimes, all you need is to improve your business processes, restructure your product offering or diversify your marketing strategies, etc. The bottom line of every successful Conversion Rate Optimization strategy is to continuously improve your website. It’s understanding what your users want when they go to your site and provide it to them without any problem.
Short copy sells
When expressing our thoughts into writing, there’s always this strong emphasis on being concise. That’s because people’s attention is known to be rather short and unpredictable. When writing sales copies, we want to convey our message as clearly and quickly as possible.
But, we want to debunk this myth by saying that a short copy is not the only way to convert visitors. There are industries or niches where long forms are just as effective as short forms. There are customers who actually like to get as much information as they can before making a final purchase.
Whether your customers like to consume short or long form copies will depend on the industry that you’re in and what they can expect to get out of it. Your job here is to provide a balance by creating a copy that’s clear and engaging enough without sacrificing all the important information. Make sure that the content looks clean and organized so it’s easy for readers to consume the content.
To summarize, there’s more to Conversion Rate Optimization than just simply a short-term solution to a poor conversion rate. The danger of fixating our attention to these myths is that you’ll miss out on other ideas that are effective. When you know the realities behind CRO, you can equip yourself with the right tools and processes that drive better conversion.
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