3 Misconceptions About Conversion Rate Optimization That Are Wasting Your Time
What can I do to increase revenues on my website? What will attract new customers? These are questions new business owners ask themselves, and try to execute without properly analyzing the situation. For example, often times you may hear someone say “Our revenues have increased ever since we changed the color of one of our “buy now” buttons, but the reality is that this information is just false hope, misleading business owners. eCommerce entrepreneurs take pride in capitalizing on every potential customer who visits their site, which is why it is frustrating to find out these conversion optimization tool tests are not accurate.
MISCONEPTION #1: Conversion Rate Optimization is STRICTLY A/B Testing
The reason for this common misconception is because of all the information out there saying that simply changing a button color or swapping a headline will result in tremendous revenue increases. Reality is only one in seven A/B tests are actually successful. An A/B test, also known as a split test is when a business owner compares two different web pages and using A and B as variants to similar visitors at the same time. These tests tend to be unsuccessful because they don’t analyze data enough. Creating an A/B test, including research is typically less than 5 hours. It’s not that these tests can’t be successful, but a large part is business owners focusing on a color, while overlooking other important factors such as sizing options or sizing and refund policies. Conversion rate is about knowing what actions will lead to customer conversion rates. This includes a few different aspects.
First is how functional the site is. Is it clear what the purpose of the site is and who it’s for? Next we have accessibility. Can the customer get to where they need to be quickly? Are the search functions clearly visible?
How usable is the site? Are fonts effortless to read? Does a navigation item look like a navigation item? How well do your photos portray the product?
Is your site intuitive? Can your visitors click on buttons that appear clickable? Do users have to adapt to online retail just to use your website?
Last but not least are you being persuasive? You need to create urgency for shoppers to buy, and show scarcity of your products.
MISCONCEPTION #2: Inconclusive Are Worthless
New business owners frequently think if a test fails that it was a waste. If you’re going to conduct a test with a well-developed and researched hypothesis, then even if your test fails it can help you move and maybe even try something radically different. For example, if you are testing out a new headline and it is just slightly different from the old one, the test may show no improvement and it might be time to try a completely different headline. If you carefully analyze inconclusive tests, it will make a difference in your business, so it becomes clear what won’t work for you.
MISCONCEPTION #3: Only The “Pro’s” Can Do It
Business owners think that in order to have a successful conversion optimization rate a professional should be hired to create this platform. Although at some point in your business it might be beneficial to hire a professional, you don’t necessarily need one to begin with. The key to optimizing these conversion rates is to find a problem in your data and create a plan to make these improvements. A few things you should take into account when conducting your research is the top 5, highest bounce rate pages, abandonment points in your funnel, and most valuable pages to your business. A professional may have more experience, but it surely doesn’t take an expert to read a report and ask questions “why” people are leaving.
There are clearly misconceptions about how to convert your optimization rate, but by following the simple things mentioned in this article you can avoid those, and grow your online business without the help of a professional.
Written & Edited By: TonyMastOfficial Team & Jonathan R.