Three Reasons Why You Shouldn’t Invest In Conversion Rate Optimisation in 2016
The awareness of Conversion Rate Optimisation is growing with many blogs covering articles about how to perform CRO on your own site, the importance of it and why you should use it as part of your digital marketing arsenal. There are blogs that highlight case studies that showcase small changes having massive impacts in the tens and thousands of pounds/dollars. For the most part, they’re right. But I want to tell you about…
Why You Shouldn’t Invest In CRO
Huh? Isn’t that crazy? I mean, why would I say that you shouldn’t invest in optimising conversions on your website. After all, It’s my job to convince you that you should. It’s my day job. The reason I am writing this blog post is to tell you that CRO is not for everyone and if any of the points below resonate with you, you should put the idea of conversion optimisation on the backburner.
1. You don’t have the visitor traffic yet
This is a bit of no brainer but allow me to elaborate further. If your site is brand new or you don’t get many visitors to the website, then you have other things to worry about ie. Improving your SEO, attracting more visitors through social and paid channels. I often hear people who get really excited about A/B testing after reading it on countless blogs, implement it on their sites and then call results too early (by completely ignoring statistical significance). Simply put, It will take a long time for you to get a meaningful results from the tests you run.
Peep Laja, in one of his blog posts, states what you should do instead when you have low traffic numbers. Things like usability testing and analysing visitor behaviour indepth. Think quality over quantity for now and using that as a strong foundation. Involve your team, your customers and experts to give you feedback about the site.
If you have low traffic, we have a service Conversion Research that can help you understand why your visitors don’t convert. This way you can fix any underlying conversion issues with data and iteratively improve your conversions and user experience.
2. You have a HIPPO in your organisation
Even if you do have a good level of traffic, you may encounter another problem – The HIPPO (the highest paid person’s opinion) and that is a real danger to any ideas you may have about improving your site’s conversions.
For conversion rate optimisation to be done, your organisation needs to buy in to the data driven mindset whereby you allow the data and customer feedback to dictate the direction you move in.The HIPPO syndrome will lay waste to any such ideas because no one wants to challenge their opinions, even if it is backed up by reason and valid data. If the approval for the best design for a landing page relies on the HIPPO, then you might as well save yourself from a world of trouble and skip over CRO as no amount of statistical significance is going to convince your bosses otherwise.
3. You don’t have the patience or time to invest in a framework for optimisation
In one of my previous blog posts, I talked about how a conversion optimisation strategy trumps tactics.
This takes time and is not an overnight fix. To really improve your conversions long term, you have to invest time into understanding your visitor and researching how they behave on your site.
If you are looking for experts to give you quick tips on what can be improved, here’s the reality – half of their ideas will fail. The problem is that most expert opinions are based on best practices and they may or may not work on your site and for your customers. Tests need time to reach statistical significance and often, tests will fail but every test is an opportunity to learn from. If you can learn from a failed a/b test, chances are you will know how to move the needle forward. That is why rigorous testing is needed to test, fail, change direction, test again. Not everyone feels comfortable about this and maybe it’s the quick fix culture that is to blame for this.
Likewise, if you blindly rush to make changes based on another website’s results (as so often documented on popular industry blogs) then you don’t care much about a data driven approach which places the customer / visitor at the centre of your optimisation and likely won’t have time to jump through the numerous feedback loops during the CRO process.
If the above doesn’t apply to you and your business and you want to get ahead of your competitors in 2016, then good news.
I’m going to be holding a free webinar on 19th Jan 2016 at 3 pm (UK time GMT)
Spaces are limited, so if you are interested register for the webinar via this link. There will be no recordings or replays.