Having a high amount of traffic to your website does not necessarily mean that you have high conversion rates on your website. If your visitors are not converting the way you need them too, such as making a purchase, scheduling an appointment, or requesting more information, you might be spending too much time and money in the wrong places. However, it can be difficult to pinpoint which efforts are not worth your time. This is where conversion rate optimization comes into play.
Commonly referred to as CRO, conversion rate optimization refers to the processes used to increase the number of website visitors who are taking the desired action on your page. While this isn’t a new strategy, it can be easy to focus on the wrong metrics or tactics. In this post, our digital marketing experts uncover some of the biggest conversion rate optimization mistakes marketers commonly make.
1. Not Understanding Your Audience
This may seem obvious, but one of the most overlooked mistakes conversion rate optimization specialists make is making assumptions about the target audience. We all have an ideal client that we want to go after; however, it might not match up with who your actual customers are.
Take a moment to review your audience report in Google Analytics, as well as, engagement metrics such as pageviews, time on page, and bounce rate, to see if you are accurately targeting the right audience. Once you have a clear understanding of who is actually converting and how you can then start tailoring your CRO tests around this.
This step is crucial to improving your optimization efforts. If you are unsure who you are targeting and where they are at in the buyer’s journey, you might be serving website visitors with information that is not relevant to them. And if the information isn’t what your visitor needs when they need it, they are sure to leave and look elsewhere.
2. You’re Relying on A/B Testing Alone
A/B testing is a crucial part of conversion rate optimization, but if you’re relying on that tactic alone, you’re likely missing out on potential sales. Of course, you should A/B test variables like keywords and copy, examining the wording of your headlines, and calls to action, as well as the off-site copy in pay-per-click ads and social media postings. However, it’s also important to look at funnel testing to assess the way visitors interact with your site. Additionally, your CRO company should create a digital marketing strategy that includes usability testing, event-triggered emails, and more.
3. Your Website Design Is Unappealing
You only get one chance to make a first impression, and if your website’s user experience is not tailored to your audience and their habits, it’s likely your visitors will not convert. Research shows that clients respond poorly to uneven color schemes, floating GIFs, small fonts, and sites that lack responsive web design. Additionally, if your landing page is littered with broken links, slow-loading images, and calls to action that are unclear, it’s unlikely that your customers will convert. For best results, take a good, hard look at your website design and see if it’s conveying the message you want: one of competence and quality.
Contact Us to Improve Your Conversion Rate Optimization
Get a free quote or give our team a call at 855-473-6582 to start making the most of your web traffic. At Lead to Conversion, we offer extensive website and landing page optimization services to ensure that customers aren’t just visiting your site – they’re also taking the necessary steps to convert.