Conversion Rate Optimization – Are we doing it wrong?

Do you ever feel like you’re doing everything right, and yet – conversions are tankings. Perhaps your site nose-dived after a redesign. You tried to fix it, but none of the tried and true rules helped. What’s wrong?

Theresa Baiocco-Farr  of Conversion Max and Mona Elesseily from Point Zero Media are here to tell us we need to step up our CRO games. The days of chasing every Google algorithm change and focusing squarely on SEO for conversions are long gone. Firing on all CRO  cylinders is critical – and process is king.

For example, noted Elesseily, “Mobile landing pages often lag because they load too slowly. At 1-3 seconds, the probability of a bounce is 32%. For every additional 7% decrease in conversion, mobile sites decrease 7% in conversions.” The point? Your SEO won’t save you if your site loads glacially slow (more than 4 seconds). Mona pointed out a number of touch points for good CRO, including liberal use of images, accelerated mobile (AMP) pages, savvy video techniques including reviews, and thoughtful placement of buttons on CTA (call to action) pages. Credibility indicators (certifications, endorsements, etc) can be compelling as well.

Analysis tools mentioned were Test My Site, a free Google tool, and Hyllo – a predictive ROI measurement platform. AB testing is a must-do for for paid search, and ad extensions are highly recommended for better conversions.

Baiocco-Farr got down to brass tacks on CRO and takes no prisoners. It’s really about math. Traffic multiplied by your conversion rate, multiplied by the value of a conversion, equals revenue. Your SEO and social channels drive traffic, but you must keep your CRO engine tuned. Strive to understand you site’s visitors first. Stop thinking about “traffic”. There’s a person out there with a problem – explain how YOU are the solution.

The next step: Gather qualitative and quantitative data for winning tests. These means look at everything. What’s working? What’s not working? Examine the entire site’s ecosystem. Explore every nook and cranny. You’ll be amazed at what you find. Fix it.

Finally, use test results to evolve your site. ESR (Evolutionary Site Design) is essential for sustaining CRO. While many companies “go dark” every three years to focus on total site re-designs, their competitors calmly and resolutely eat their lunch. Avoid going hungry – evolve in place.

Tools mentioned included User Testing – a platform for unlocking customer insights, and Usability Hub – a tool for making confident web design decisions by measuring first impressions.

Pay attention to the smallest details. Even routine online forms can cost you conversions if not well executed. Many consumers prefer to express their needs prior to releasing personal details. Structure your forms accordingly after conducting stringent AB tests.

Learning to use data astutely is non-negotiable for successful CRO. It’s not easy, but it works brilliantly. Let’s do this.

Follow @TheresaBaiocco and @webmona for ongoing pointers on winning at CRO.