Avoiding Major Mistakes
When you’re creating a Web site, don’t fall into the trap of designing for aesthetics alone. While it’s true that your site says a lot about your brand, so you want it to look good, form should never supersede function.
As a UX professional, you rarely hear from nonconverting visitors. But, to understand why visitors are hesitant to convert, you need to understand what types of visitors they are and what intentions they had when they came to your site. You can identify problems with your user experience by gathering and dissecting visitor objections.
Finally, avoid basing your Web site’s construction on simple guesswork or so-called best practices. Instead, learn from your company’s mistakes and apply the insights you’ve gained when creating new content. What makes a CRO strategy effective? With a well-devised strategy, you’ll be following a systematic process that results in measurable outcomes, not flying blind.
Committing to CRO
By prioritizing CRO, you can increase the percentage of your site visitors who perform a desired action—whether it’s making a purchase, downloading a whitepaper, or signing up for an email newsletter. CRO requires having a keen understanding of your customers, including how they navigate through your Web site and what’s preventing them from taking the actions that would allow you to meet your conversion goals.
Getting to know your visitors well can take a lot of research, but even small gains in your conversion rates can have a big impact on your business success, starting with your top-line revenue, and ultimately, increasing your bottom-line profit. Trying to boost your site traffic would likely increase your customer-acquisition costs, but CRO lets you make more money from the visitors you already have. As a result, CRO can have enormous impact on the profitability of your business.
My company recently worked with a venture-backed client in the travel-and-hospitality space who wanted our team to drive greater booking revenues by focusing on search-engine optimization (SEO). However, keeping the goal of increasing revenues in mind, we suggested improving the conversion rate on their most-visited page instead. We believed optimizing that page would be a better investment. With a new plan in place, we collected customer objections through numerous surveys and tests, then made some simple changes to the page that yielded a 46-percent increase in conversions.