12th Nov 2019 Author: Adrian Grindley

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.

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