When it comes to conversion rate optimization, best practices reign supreme.
A simple search on CRO best practices will bring up a range of articles and resources detailing how to optimize your sales funnel to increase ROAS. The problem is most of these sources have already experienced the trial-and-error period of successful CRO, and their insights tend to neglect the error side of things. While experience is valuable, your ability to navigate these common pitfalls of CRO will only serve to help realize results quicker, save you on costs, and stimulate growth.
Consider this post your fast-pass to the top of CRO success. This post is here to highlight the four CRO mistakes marketers commonly make and ways to correct them.
Mistake #1: Forcing customers to endure an impersonal experience
Achieving a click on an ad is no small feat. It’s usually the product of precise optimizations, research, and curating a relevant and personalized experience to your audience. But if your landing page doesn’t reflect that same amount of care, you create opportunities to disengage.
When pages do not meet visitor expectations, the marketer’s hope of catalyzing conversion actions dwindles. When ads at any stage of the funnel fail to establish 1:1 ad-to-page relevance with the post-click experience, this is the result.
If you’re funneling traffic to a generic homepage, all perks of personalization fade away. Sending traffic to a traditional website creates a broad, “one-size-fits-all” experience rather than a relevant, personalized post-click experience.
By establishing ad-to-page relevance, you ensure users get a highly personalized experience throughout the entire campaign, beginning with the ad and continuing through to the post-click landing page.
Start with your post-click page’s hero section. Make sure it matches up with the scene you set on the ad. You want the journey from ad-to-page personalization to flow seamlessly, without interrupting any momentum you’ve built toward a purchase decision. It should be a breeze for visitors to engage with the page and convert.
Twilio, a developer platform for communications messaging matches their ad perfectly with the post-click experience. Their landing page presents the same offer and uses identical branding as the ad. Notice how they take advantage of the established interest by further encouraging visitors to “view the demo:”
Without gimmicks or surprises, they reward the audience with an experience relevant to their interest based on the ad they used to capture the traffic. There’s no need to reinvent the wheel—if your ad captured their attention, your post-click experience needs to capitalize on that.
Mistake #2: Planning experiments without considering constraints
Planning A/B tests and other conversion growth experiments can involve a lot of wishful thinking. It can be easy to set aggressive goals, but those require thorough planning. If your objectives aren’t measurable, your organization and prioritization will suffer.
Hurrying experiments only leads to unfulfilled goals, which put a damper on your growth.
Testing doesn’t happen in a vacuum.
Setting realistic goals requires profound consideration. Analyze the relationship between varying constraints, such as time, traffic, and resources. Understand which variables you can control, like content, pricing, and the product. Balance these considerations in your goal-setting to keep expectations manageable.
For example, if you are aiming for a 5% conversion increase and only have two weeks to achieve it, you need to prioritize changes that will have a meaningful impact. Consider making changes “above the fold,” where visitor interest is at the highest. A/B testing elements such as the hero section may provide a better opportunity at catalyzing conversions because audience interest will still be at a peak, vs. elements below the fold, where interest is dwindling.
Mistake #3: Forgetting to set up tracked events
Data collection is the foundation of your analytics stack, and it forms the basis of creating a successful CRO strategy.
Marketers often want to evaluate data based on clicks and scrolls—which reveal valuable info about visitor experiences on pages—but forget to set up tracked events, thus complicating their goal.
Without tracked events, marketers lose out on valuable insights, putting their ability to strategize at a disadvantage.
Incorporate tracked events in your experimentation planning. Think of all the possibilities you want to track to get the most out of your data.
For instance, let’s say you track clicks on your FAQs, and discover the third question is the most clicked. From this insight, you might decide to reorganize your FAQs and move the third question up to the first spot.
Mistake #4: Drawing conclusions about engagement without considering how many people viewed the element
Heat map data allows marketers to evaluate specific elements, such as a CTA button, form, or image. However, without considering the number of people who viewed that element, the data can lead marketers to draw incorrect conclusions about the performance of each page component.
For instance, let’s say a hero image achieved 50 clicks out of 1,000 views. Further down the page is a video that garnered 25 clicks out of 300 views. Looking at those click results might cause some marketers to discard the video data since it only achieved half the clicks that the hero image did.
Consider the bigger picture.
Lower numbers don’t always equate to lower results. Even with a smaller click size, the video has much higher engagement when you consider the views-to-click ratios. Click-through ratings take this into account and serve as an excellent metric for gauging engagement. They provide a much deeper insight into the actual interaction levels of viewer data and can help you understand what elements viewers are more likely to engage with.
Understanding this relationship between views and clicks can help reveal which elements are more valuable.
Personalize your CRO strategy to avoid any mistakes
To err is human, but it’s better to err on the side of caution when it comes to your CRO strategy. Choose a systematic approach in the experiments you run and remember the common mistakes detailed in this post.
There is no straight path for achieving the desired ROAS. However, CRO’s ultimate value lies in a consistent and diligent effort to learn, evolve, and become better every day.
And of course, implementing personalization is the cornerstone of a successful CRO strategy.
Postclick is here to help you achieve this and more. That help extends beyond the scope of this blog.
We would like to offer you a complimentary analysis of your ad campaigns. Our analysis reviews your campaigns to evaluate your post-click health, compare your site against industry and competitive benchmarks, and identify the most effective opportunities in your CRO strategy to increase your ROAS. Request your free conversion analysis here.