5 common CRO mistakes and how to fix them

Conversion Rate Optimisation, or CRO as we will refer to it in this article, is the process of increasing the number of website users who take a desired action. This action could be, for example, making a purchase, filling out a form or signing up to a mailing list.

CRO isn’t a simple one-off job. It is a constant analytical process that requires in-depth research, creativity and often perseverance.

We have put together a list of the most common CRO mistakes people make, and how we would recommend fixing those mistakes.

1 – Thinking of CRO as just A/B Testing

A/B testing is a tool used within CRO, but it does not solely rely on running these tests. A/B testing only tests a single variable, whereas CRO includes changing all different types of components of the website.

A/B testing isn’t always effective if your website has fairly low traffic. It can take several months to collect enough data to draw an accurate conclusion about the variable that you are testing.

If you want to see quick results from your changes to a web page, try making multiple changes instead of testing one change at a time. You can try different designs, images, colours and copy to see if it helps improve the conversion rate.

2 – Not fully understanding the statistics

Understanding the statistics of your website is the backbone of CRO. If you don’t completely know and understand the statistics of your website, you won’t be able to run effective tests or changes.

Getting to know your statistics takes time and lots of practice. However, it will make you much more knowledgeable and improve your ability to make successful changes that improve your conversion rate.

3 – You’re not experimenting on pages that are performing well

Your page is already performing well and getting a fair percentage of conversions. Should you leave it alone?

The answer is no. If your page is currently getting a conversion rate of 50%, why not try and increase that to 60%?

Don’t solely focus on optimising pages that need the most work. The majority of time, when you optimise a page that’s already performing well for traffic or conversions, it will result in a large increase in conversion rate.

4 – You base CRO tests on tactics

As we mentioned before, CRO is a systematic process. You need to remove any assumptions and individual tactics you may have.

Before you begin any CRO tests, you need to carry out extensive research. This part of the process should actually take up most of your time. This research and analysis process will lead you to see where the problems are. You need to spot these problems to be able to fix them.

5 – Giving up after a ‘failed’ test

Sometimes, you won’t always get the result you wanted from a test. That’s okay – you can learn from it. The important thing is to not give up when a test doesn’t quite work as planned.

Never give up after a test, even if it is successful. CRO is a constant process for you to continually develop your components to get the best possible result.

How can we help?

At Pop Creative, we have years of experience in conversion rate optimisation. We can work alongside you to improve the conversion rate of a specific page or the website as a whole. After extensive research and analysis, we run A/B tests as well as altering designs of pages and monitor how they perform.
To learn more about our Conversion Rate Optimisation, click here.

How to create an effective landing page

Landing pages are a web page that stands completely separate from the main website. The purpose of a landing page is to be used as part of a marketing or advertising campaign. They are designed with a single objective in mind, which is the Call To Action (CTA). These Call To Actions can be anything from booking an appointment, signing up to a service or buying a product.

One thing you need to be aware of is the traffic that will be coming to the landing page will purely originate from advertising campaigns such as Google AdWords and Facebook Ads. They are created for one objective, and users should be able to easily spot the call to action on the page. Landing pages help you to build customer loyalty and increase profits from short term goals.

We have put together some of our top tips on creating a successful landing page that will generate conversions.

Decide on your goal

Before you start designing your landing page, you need to decide on the goal and purpose of it. A landing page should be kept simple and have one goal only. This goal is your choice but will be conversion based. For example, a dental practice may benefit from having a landing page with a goal to increase the number of initial consultations that they have booked.

Think about your audience demographic

One of the best ways to create a compelling landing page, is to think about the demographics of your target audience. All of the components of the landing page should appeal to your ideal audience including the colours used, imagery, language and layout of the page. You could even create different landing pages for different groups of your audience. Referring back to the dental practice example we used before, you could have a landing page for teeth whitening aimed at young women, and a landing page for dental implants aimed at older people.

Write copy that reads perfectly

Landing pages are much more effective when the copy is carefully thought out and positioned on the page. You want to use headlines that capture the user’s attention and make them want to read further down the page. The body text should be kept short, concise and informative. Your Call To Action should be clear – if it is a form the fields should be simple to fill out.  An over-complicated form will discourage users from completing it – leaving you with one less conversion!

Create social proof with reviews

One of our biggest tips for a successful landing page is to add reviews to the page, in a clear and noticeable position. A large percentage of people will judge a company on the reviews they have read online, before they have even carried out their own research. 85% of consumers trust online reviews as much as a personal recommendation from a friend or family member. Make sure that the reviews that you decide to use have been left by a legitimate customer of yours. We would also recommend changing the reviews every couple of months for more up to date ones.

Use amazing imagery

A picture speaks a thousand words, and that couldn’t be truer when it comes to landing pages. When a user visits your page, the first thing that they will notice is the images on the page. Consider what impression you want to give to your audience – and this is a great way to appeal to your target audience. Different groups of people will be attracted to different types of imagery.

How can we help?

Pop Creative are conversion rate optimisation experts. We have over a decade’s experience in creating websites and landing pages that capture the attention of users, and convert those users into conversions and potential customers of yours.

Contact us today to learn more about how we can help your business increase its conversions.

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