- Anthony Gomes
CRO i.e. Conversion Rate Optimization is one of the buzzwords of the online marketing landscape! However, when this is not calculated well, then it might have its own repercussions on your business. It could be rather simple for the digital marketers to feel that they are enhancing their marketing strategies! The truth is that they are making the business walk down a rather dangerous path.
It is essential to keep in mind here that the main objective of CRO is to locate the truth. So you could might as well be making a couple of crucial CRO mistakes and yet not be aware of it at all. It is here, Media Fx, a Kolkata based firm that specializes in digital marketing services has taken an in-depth view on the same and has come up with three major CRO mistakes that people make and ways to have them solved.
Assuming the CRO is all about A/B testing:
When you fall under this assumption, you start to make the crucial mistakes! Simply put, A/B testing is a kind of CRO but not the entire aspect. This testing merely covers testing as a single variable as against the other to check what functions better, whilst CRO comprises of all kinds of testing processes, all with an objective that encourages your online visitors to take a call to action.
There are situations when A/B testing isn’t sufficient! You need to stay tuned into aspects like if the webpage you want to test has fewer visits every month? Furthermore, if you put a page to A/B tests having decreased traffic and then in another 6 weeks you want to put the test off, then the outcome will not be based on anything. Though A/B testing is a fantastic area to start of your CRO understanding, it is vital to learn on the multiple testing processes so that you don’t limit yourself. For instance, if you want to witness an increase in conversion on the webpage, within few weeks then you need to make many changes than just testing one aspect at a time.
Not offering the context for conversion rates:
Conversion rates can evaluate several things, such as subscribers, leads, purchases, prospects and many more. Everything depends on the page’s goal. Witnessing a rise in conversion doesn’t necessarily mean anything if you are not offering people the context of the conversion. When you test and see that there is a rise in 225% in the trial subscriptions that gives sense and logic to the increased conversion rate. However, even when you share the metric the entire story isn’t visible. You also need to know other details such as when the test was run.
It is for this reason, even if the test attains about 98% of importance in 3 days, you would still require running the test for the complete week, to know how different conversion rates can be on multiple days. The same applies for several months – You necessarily don’t need to run a test during heavy months such as December and expect that the outcomes will be the same as it is on March. The seasons will make the conversion rate differ. Device type is also another aspect that impacts the conversion rate. So simply put, conversion rate is a crucial aspect of business. Conversions need to translate into revenue. Furthermore, conversion rates don’t every time let you know that your business is doing great. So if it is important to get the context of the same to arrive at any major decision.
You aren’t understanding the statistics:
Statistics happen to be the nucleus of CRO. If you don’t grasp it well then it isn’t possible to conduct proper tests and it can also wreck all your marketing attempts. If you stopping your tests way early as you didn’t want to get 98% statistical significance, then you could be making a great CRO error. Statistical importance is almost like a bet. You have to put it all on stake and win 100% of it. So it is essential that you brush up your statistics basics and solve this CRO issue.
In its years of digital marketing services, Media Fx has found these 3 to the most commonly incurring CRO error. Following the guidance shared you can identify and solve these CRO mistakes effectively.