CRO stands for Conversion Rate Optimization. It is an essential part of digital marketing which helps in increasing the percentage of visitors and respective conversions. It is a systematic process with the help of which you can convert the visitor of your website into your customers. But CRO can only happen when a user visits your website. So, before starting CRO it is very important to go either for SEO or paid ads.
CRO is an art as well as a scientific technique that helps in getting people to act on the desired action once they arrive on the website. Thus, through SEO and paid ads you can encourage people to visit your website and through CRO you can convert the visitor of your website into your potential customer. The conversion rate can be found by dividing the number of conversion with the number of visitors. For example, if in particular month 500 visitors visit your websites and you have sold 100 products to the visitors then the conversation rate for that particular month will be calculated as 100/500*100 which is equal to 20 percent.
But remember that there can be a lot of misleading concepts and myths in the field of marketing. CRO though a vital marketing strategy also has some of its own fallacies. Let’s check out some common conversion rate optimization myths so that you can save your valuable time, money and effort without indulging in it:
Myth 1: Conversion Rate Optimization is Split Testing
It is generally believed that CRO is split testing. But in fact, CRO is not confined to split testing in any sense. Rather a good CRO consultant can identify and fix the hindrances or any kind of drawback that may hamper the conversion rate. In CRO all the following important factors are discussed:
- Functioning of the website: In CRO it is analyzed whether the website is functioning properly or not, whether the website can function smoothly on all platforms and devices, whether all the button, check boxes, menus, etc. are clickable or not. These small things are very important to analyze and should be fixed immediately as it can become a barrier to the conversion rate.
- Accessibility of the website: In CRO, it is also analyzed whether the website can be accessed by all users and from all geographical locations or not. If it cannot be accessed from a particular location, then the reason is determined and fixed.
- Usability of the website: In CRO, it is also determined whether users can easily use the website or not, whether the website is user-friendly or some kind of guidelines is required to use the website.
- The persuasiveness of the website: CRO also examine whether the website is persuading enough, and the visitors of the website will be convinced to share their contact details or not, whether the visitor will have faith to buy a product from the website or not.
Myth 2: Conversion Rate Optimization is a Single Skill Practice
Many people believe that CRO is counted as a single skill. But if you analyze CRO properly you will find that it is not true at all. In fact, the following three types of skills are essential to learning for becoming a master in CRO:
- Copywriting: A CRO specialist must have copywriting skills as it can help him to provide persuasive content of the website which can have a major impact on the conversion rates.
- Designing: A CRO expert should have an expertise in web designing. Graphics always play a vital role on every website and if the CRO expert has designing skills it will surely impact the conversion rate.
- Analyzing Skill: It is also very important for a CRO expert to have an analytical skill. This skill will help him to carry out analysis on the website and he will be able to determine what type of action can boost the conversion rate.
Myth 3: Minor Changes in the Website can lead to Bigger Conversion Rates
Many entrepreneurs carry a misconception that if some minor changes are done on the website there can be bigger conversion rates. If you carry the same misconception, you are going to end up in a huge waste of time, effort, and money. In fact, the following are some truth regarding this myth:
- In most of the e-commerce website, after a minor change, the conversion rate only changed from 1 percent to barely 3 percent.
- Most of the companies show a decline in the conversion rate after minor changes in the website. Statistics show that only 20 percent of the companies could have benefited from changing their website.
The above-mentioned myths have hampered lots of e-commerce businesses. As an entrepreneur, it is important to think logically than concentrating on any false marketing strategies. CRO can act as the complete marketing strategy and it can be done only through proper analysis, observing the test results and making positive changes. Thus, always try to stay away from all kinds of misconception or baseless myths and better check the chances of business’s success with a CRO expert before wasting all your time, effort and money on it.