Conversion Rate Optimization Is…
- A structured and systematic approach to improving the performance of your website
- Informed by insights—specifically, analytics and user feedback
- Defined by your website’s unique objectives and needs (KPIs)
- Taking the traffic you already have and making the most of it
Conversion Rate Optimization Is Not…
- Based on guesses, hunches, or what everyone else is doing
- Driven by the highest paid person’s opinion
- About getting as many users as possible, regardless of quality or engagement
Conversion rate optimization is about being creative by continually experimenting with new approaches until they work, but it is also about analysing numbers, setting measurable targets and monitoring them.
It sounds counter-intuitive to stop following “best practice”, but it is wrong to assume that just because something worked for somebody else, it will work for you.
So-called “best practice” advice does not take into account your individual business context, and, therefore, may not work in your specific scenario.
Conversion rate optimization (CRO) is context-specific which is why not adhering to specific conversion rate optimization best practices is a best practice.
Chris Goward, blog.optimizely.com
Each business is different and each website is different. What works for others will not necessarily work for you.
Ultimately, you have no option but to constantly monitor, re-assess and fine-tune your own past efforts in order to better your website.
Focus on the money!
It’s much easier
to double your business
your conversion rate
than by doubling
Call Them to Action!
Without action now,
you have no action ever.
It is human nature
to put off
action to a later time…
If your website
does not convince
someone to convert right now,
it is unlikely to get them
to convert next time.
to Increase Traffic and Conversion, page 116
you have clear objectives
for every page
how it fits
in the conversion funnel
for every product or service,
and then aggressively execute.
If you have the traffic
to conduct a simple A/B split test,
that the version
with fewer words
usually converts better.
website visitors rarely read
– they scan.
Tim Ash, Maura Ginty, Rich Page
The Definitive Guide to
Testing and Tuning for Conversions, page 202