Here are some of the most popular myths and perceptions that are widely used by the majority of the businesses but of no big difference as there is no fixed strategy to boost your conversion rate. Here are the top 6 myths of CRO:
1. CRO is all about following Best Practices
This is the most popular myth that conversion optimization can be achieved by following a set guideline or proven best practices. There are no such proven practices that can be followed to achieve success. As every business has its unique way of functioning and making things happen.
Even if you have a list of 50 best practices to optimize your conversion can you deploy it all at once for your business? It’s practically not possible as to get the result of each tactic it may take weeks and months! So testing all may require you years, which is not practical.
Even if you do try some practices the result may not be the same as some changes may work, some may not for your business. It’s all about trial and error. You need to streamline a rigorous and repeatable process, but still, it cannot promise success as every business is unique. What worked for others may not go well with your business.
2. Long Content is a Bad Idea
Yes, this misconception is also prevalent in the minds of many marketers. They believe short posts or content is mostly crawled and read by the people as they don’t want to scroll through a series of information to find what they have been looking for. However, users who are interested in knowing what you’re offering are more interested in having access to all the information related to your services and products.
This goes to say that you must include as much relevant information as possible in your content to keep them on your site for longer. If they like it, they’ll read and they’ll read the entire content for sure. But this doesn’t say you go on writing several irrelevant information to keep them engaged. Keep your content-specific, to the point, interesting and relevant to engage them without skipping important information.
3. Simple Fixes will Make a Difference
It is often understood that few simple fixes here and there can make the difference in conversion rates. Changing the design, colour of a button or reworking on a headline and hoping for the best is not what CRO is all about. It is much more than these.
It doesn’t mean minor changes are worthless but, they would surely not give a great boost to your conversion. The actual booster would be the right combination of:
- Confidence or trust in your website;
- Clear and informative copy on your website;
- Clear CTA without any obstacles;
- Fast loading website;
- Limited and simple steps leading up to conversion;
- Clear navigation and much more…
4. Replicating Competitors Brings Success
It is mostly witnessed that businesses replicate their competitors in all ways like web design, content, concept, etc. but replicating others cannot bring success. It can only give you a fair idea what to do but how is entirely on the nature of your business and many other factors that may not be similar to others. Imitating similar colour schemes or website layouts is no way going to optimize your conversion rate.
As with most optimization concepts, the truth lies in the data. Just use the right keywords, understand the user behaviour, collect user feedback and make a well-formulated decision considering other aspects of your business and global landscape.
Must Read… Ultimate Ecommerce SEO Guide 2020 (Ecommerce Marketing Strategies and SEO Tools)
5. Conversions are the Most Crucial Metric
Although every business is by and far looking for improved conversion, there are several other metrics you must care about. Nonetheless, boosting your conversion rate is one of the important aspects for your success, but eventually, you cannot avoid the quality of the conversions you’re getting and the strategies you are deploying to achieve this.
Quick conversions are the ultimate objective but this would require keeping your users happy and engaged, which is equally important like many other factors that lead to increased conversion.
6. More Testing Improves Conversion
Testing is necessary, but when you are testing and when it is required to the right way and right things is more important. You need to test only those elements that can impact your conversion rate and the overall user experience of your website. Although there is no set rule of potential hindrances to conversion, you make your testing effective by putting to test and collect the qualitative data. User testing is important as it displays how users will interact with your website. Collecting feedback is equally helpful. But all other tests must be done when you think it is going to impact your conversion, not for the sake of testing.
Conversion rate optimization is quite a tricky and necessary step that can lead you to success. Better regularly look for new tricks and keep yourself abreast with the up-to-date CRO game. As there is no one-size-fits-all solution or technique for optimizing conversion, the best idea is to rely on your company data to take in the right decision. Stay off these ‘myths’ as most of them are irrelevant and cannot find any place in your case.
Moreover, as an important resource for your eCommerce business growth, you can download Ecommerce SEO Checklist (2020)