Conversion optimizers are great people. But sometimes, they begin following misleading trends, spreading myths, and believing lies.
Some popular study or a well-known blogger comes out with some “new advice” or “shocking result,” and suddenly, people are doing things that could be hurting their conversion rates, skewing their test results, or distracting their focus on conversion optimization.
Here are twelve such trends that could be hurting your conversion optimization.
1. Following someone else’s positive test results will give you positive results. FALSE
It pains me when I see optimizers reading case studies, and then making changes on their website because someone else had a successful split test.
It happens like this. An optimizer reads an article…
The optimizer thinks, “OMG! I’m going to remove the security badge from my site, too!”
He makes the change without testing, and his conversion rates crash and burn.
Following someone else’s test result is misguided. The only test results that you should act on are the test results that you get from your own site, and even those should be carefully implemented.
2. Button color changes are important. FALSE
I’m using “button color” as an example. It could be any variety of things — testing insignificant click-through rates on little superfluous buttons, making tiny changes to kerning, or anything else that’s irrelevant.
We all want to see big results from little changes, but you shouldn’t focus on the little things first. Focus on the big things instead.
Focus on making major changes that measure conversions, not minor changes that test micro conversions.
3. More testing is always better. FALSE
I’m a believer in quality over quantity. Obviously, the more you test, the more data you’ll get. But just testing for testing’s sake is silly.
More tests are not always better. Better tests are better.
Make sure you’re testing the right things — things that impact conversion rates, truly affect users, and will improve your website.
4. Leaving conversion optimization to the designer. FALSE
Designers design websites. Conversion optimizers improve the conversion rates of websites.
As good as a designer is, he or she should not have to bear the burden of optimizing the site’s conversion rates. Depending on the scope, such a job requires the skills of graphic designers, developers, UX designers, information architects, and engineers.
Conversion optimizers should lead the charge for higher conversion rates, and not leave it in the hands of any one person.
5. Conversion metrics are the only thing that matter. FALSE
Conversion optimizers can become easily obsessed with a single metric — conversion rates alone.
Conversion rates are very important. Please don’t underestimate their power and significance. But conversion rates are one part of the business numbers game.
There are a lot of factors to keep in mind, each of which can be considered business-critical KPIs. Keep conversion rates as a top-priority metric, but don’t allow them to cloud your vision of other metrics that matter.
What other metrics? It depends on your business, but here are some that I always carefully watch:
- Cost-per-acquisition or Customer Acquisition Cost (CAC)
- Lifetime Value (LTV)
- Attrition Rate
6. 3-Clicks only. FALSE
Conversion rate “best practices” dictate the “3-click rule.” According to the rule, a user will only complete a conversion action if it takes three clicks or fewer. As a general practice, UX designers try to make pages accessible in 3 clicks.
Multiple studies have disproved the validity of the 3-click rule.
In the test results graphed above, UIE discovered that some users kept going to 25 clicks!
There’s no such thing as a “three-click rule,” especially for conversion rate optimization. Some tests demonstrate that more clicks actually improve conversions.
What should you do? Run your own tests.
7. Believing that a test is always right. FALSE
Most of the time, tests provide the best and most actionable results — a clear sense of direction.
Sometimes, however, tests are skewed. Here are some of the mistakes that people make:
- Not running A/A tests
- Running a before and after test instead of a split test
- Running multiple tests at a time
- Not spotting false positives in a test
- Not segmenting their tests
- Testing more than one variable
- Testing a page that has no traffic or conversion activity
- Testing micro conversions instead of macro conversions
- Ending a test too soon
- Not integrating analytics (and filtering out their own traffic)
- Not coming up with a test hypothesis
- Testing during the wrong time
There are plenty of things that could jeopardize your split testing. If you’re not testing correctly, then you’re not getting actionable results. Test your testing, and then you can become more confident.
8. Statistical significance proves it’s right. FALSE
“Statistical significance” is the rate of confidence that a test is reliable. A test with, say, 99% confidence has only a 1% chance of being wrong.
What could be wrong with measuring the statistical validity of a test?
What if your statistical validity threshold is too low? This is the problem with popular testing software. Their validity threshold — the rate at which they call a test “valid” — is so low that you might think that the test is statistically valid before it actually is.
Instead of relying on statistical validity alone, run a test at least two weeks and until you reach 100 or more conversions.
9. Small changes mean big results. FALSE
We all love to read the stories of the “tiny” change that had “explosive results.”
These make for nice stories, but they rarely happen. The problem with such stories is that they mistakenly cause us to believe that we’re going to get all our conversion upticks by implementing minuscule alterations.
Small changes might give you big results. But be realistic. More typically, it’s the big changes that will get big results.
Test everything, but test the most important things first.
10. CRO is mostly about subtle manipulation tactics. FALSE
Conversion rate optimization isn’t about manipulation. It’s about user experience.
Search engine optimization and conversion rate optimization have come to the point that it’s not as much about gaming the system as it is about providing the best possible experience for the user.
If you can create a better user experience, then your conversion rates will improve. It’s just that simple.
11. The shorter the better. FALSE
Conversion optimizers love brevity
- “Short landing pages are the best!”
- “Short forms are better!”
- “Short click paths convert higher!”
- “Short shopping carts are better!”
But what if longer is sometimes better?
Take Salesforce for example. You’d think that a multibillion-dollar company would run a few split tests, or at least realize that long forms kill conversion rates, right? Then why do all their lead forms have seven fields? Isn’t that too many?
Maybe they realize that shorter isn’t always better, specifically for their particular audience and product. In their situation, perhaps the longer forms generate more qualified leads and reliable conversions.
Shorter isn’t always better.
The same thing holds true for landing pages. In many cases, longform pages outperform short form controls.
The bottom line is that you have to test your own site in order to get actionable information.
12. Most conversion practices are just common sense. FALSE
If you think that conversion optimization is just common sense, then you’ll need to rethink this assumption.
Conversion optimization isn’t a result of following “best practices” or one’s natural intuition. It comes from relentlessly testing every facet of your site.
Here’s why. Every target audience is different. Your customer base is comprised of disparate users who come from a variety of approaches, backgrounds, understandings, and experiences. You can’t simply impose your “best guess” on a conversion practice.
Instead, you need to look at aggregate data that assesses both demographic and psychographic features of your audience.
When you come up with test results, you’ll be surprised at the things that will upset your hypotheses and go against common sense.
Conversion optimization can be risky business, but only if you believe the myths, follow the trends, and get sloppy.
Conversion optimization is the single most effective way to reliably boost conversion rates. Watch your step, and optimize carefully. But by all means, optimize!
What conversion optimization trends do you view with skepticism?