While many digital marketers are focused on gaining more traffic, the savvy ones are working with the traffic they already have. That is to say, they are trying to increase their conversion rate. Conversion Rate Optimization, often called CRO, is a powerful tool for any business.
CRO is about getting more people to take a desired action on your website. This could be anything from signing up for a newsletter to buying a product. When done right, CRO can boost sales, increase sign-ups, and enhance user engagement. But like any tool, it’s only effective when used correctly. In this article, we will go over several common mistakes to avoid when optimizing your conversion rate.
1 – Not optimizing for mobile
the number of people using mobile devices to browse the internet has skyrocketed. An increasing number of consumers are turning to their smartphones and tablets to shop, read, and engage with content. In fact, recent data suggests that a significant portion of web traffic now comes from mobile devices.
Even knowing these numbers, there are still some marketers that fail to optimize their website to work on mobile. Since many will develop their website on desktop they tend to ignore the fact that most people are not engaging with their site on it.
Websites that aren’t optimized for mobile often face issues like slow loading times, distorted images, and text that’s hard to read. Users tend to leave such a poorly optimized site quickly, leading to missed opportunities for businesses. A well-optimized mobile site will see an increase in conversions.
So, if you’re working with Agital marketing agency or handling your website in-house, prioritizing mobile optimization is crucial for increasing your conversion rate.
2 – Neglecting trust factors
Building trust with your website visitors is something that you should prioritize early on. When people feel they can trust a website, they’re more likely to make a purchase. One of the best ways to establish this trust is through trust seals. These are badges or logos, often displayed on e-commerce sites, indicating that the site is secure and reliable. They assure visitors that their personal and financial information is safe when making a transaction.
Testimonials are also important. Reading positive feedback from other customers can give a visitor peace of mind and push them to convert. When people read about others’ positive experiences with a product or service, they’re more likely to believe they’ll have a similar experience.
3 – Not A/B testing
A/B testing involves comparing two versions of a webpage to determine which one performs better in achieving a specific goal. It’s one of the most challenging, yet important things a digital marketer can do.
It offers insights into user behavior, preferences, and patterns, all of which can be used to refine and improve a website’s overall performance. Without A/B testing, businesses might make changes based on assumptions or outdated information, which can lead to missed conversion opportunities.
One common mistake is testing too many elements at once. If multiple changes are made in a single test, it becomes challenging to determine which specific change led to the observed results.
It’s not easy to get right and it takes a lot of iterations, but neglecting to split test is not a solution to the challenge.
4 – Ignoring UX metrics
Bounce rates and exit rates are User Experience (UX) metrics that are important in understanding how visitors interact with a website. Yet, many businesses overlook or misunderstand them.
Bounce rate refers to the percentage of visitors who land on a page and then leave without interacting further or navigating to another page on the same site. They came, they saw, and they left. This sends a signal to the search engine that there wasn’t an answer to a query that satisfied the reader.
On the other hand, exit rate is the percentage of visitors who leave from a specific page, but they might have visited other pages on the site before that. It gives insight into the last page a user viewed before deciding to leave. The search engine gets valuable insight into what the reader was looking for and likely gives a boost to a site with good exit page metrics.
Being proactive and avoiding common pitfalls in CRO, you can get the most out of your online presence. Ignoring it will cost you a lot of money and resources in the long run. It’s up to you to take action and take your business to another level.