Common Mistakes You Should Avoid for Better Conversions

Mistakes made in conversion rate optimization can’t be undone, but you should be aware of what they are so you won’t keep doing them. Minimize your mistakes and focus on getting real revenue for your business.

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Common Mistakes You Should Avoid for Better Conversions

Mistakes made in conversion rate optimization can’t be undone, but you should be aware of what they are so you won’t keep doing them. Minimize your mistakes and focus on getting real revenue for your business.

1. Making Changes Based on Opinion over Data

- Just because a design looks cleaner, more modern, or more beautiful than its predecessor doesn’t mean it converts better. Resist the temptation to replace something old with something new without testing just because you think it will perform better.

2. You Have Nothing Unique To Sell

- You have an awesome product/service idea! But when consumers visit your website, they fail to connect with your website because you lack the Unique Selling Point (USP). You must figure out a USP factor that would make your brand or business stand out from the crowd.

3. Your Website Takes Ages To Load

- If there’s one thing that can annoy your first-time visitors and regular customers is having a very slow website. Slow loading time can be a major reason for websites facing a high bounce rate. Also,a second’s delay in page response costs 7% reduction in conversions.

4. Your Website Design Sucks

- As the saying goes, ‘first impression is the best impression’. Today, most businesses are truly considered genuine based on their online presence. Hence, broken links, cluttered images, poor design concepts, non-responsiveness, poor site navigation, misleading call to action buttons s etc can turn off your visitors.

5. You Lack Visually Appealing Images

- Unlike the physical stores, the only way users can understand or virtually ‘feel’ your product is through images. Lack of images is one of the main reasons for abandonment. Hence, it’s important that you include images that appeals to the emotions of your customers.

6. Low Quality Content

- When users visit your website, content plays the major role in engaging with your customers and letting them understand your product/service. A well-written content decreases your bounce rates and people begin to trust your brand or decide to buy from your products

7. Not Making Use Of ‘Error:404’

- It’s quite natural for users to stumble upon a ‘404 error page’. But your creativity lies in creating a 404 error page that works for your benefit. Redirect users to your services and other posts so that visitors can continue to engage with your website without being frustrated and disappointed.

8. Lack Of Trust Elements

- Your customers want to buy from you or use your service. But, how do they trust you? 73% of consumers think that online shopping is highly risky. This is because of the rising security threats that makes customers wary of your website.

9. Your Checkout Page Is Complex

- Customers can get frustrated when they have to fill a 3 page checkout form. The scary part is you could be missing out on 68% of potential customers during their checkout. And it’s very likely to lose them to your competitor

10. No Online Customer Support

- According to Andersen Consulting, 62% of consumers prefer to buy from online stores powered with live chat support. Not only does it strengthen customer relationship but a live chat support can convert browsers into buyers in a cost-efficient manner, resolve customer complaints without any delay, achieve high customer satisfaction leading to increased conversion and average order value

11. Generalized Marking Strategies

- If your marketing strategies are generic and not personalized according to your customer base, then you aren’t gaining much out of your business.By sending personalised offers to customers based on their on their search history and previous purchase, you get them to convert.

12. Not Performing Any Kind Of A/B Tests

- If you don’t test your options, you never know which one works better. This is why it’s crucial for your website or campaigns to conduct A/B testing on a regular basis. Through A/B testing, you learn the tactics to convince your customers to convert.

13. Not Making Good Use Of Analytics

- Analytics help you to measure, track and monitor your results. With the support of analytics, you learn your customer interests and customize your website elements based on their behavior. If not, you never know how your business is scaling.

14. Non Mobile-Friendly Website

- If your website is not responsive / mobile-friendly, it’s the biggest mistake you could be doing right now. You could be losing 74% visitors who shops only through their mobile phones.Because, you never know when your users want to shop using which device, creating a seamless shopping experience for them through responsive sites helps you retain mobile shoppers.

15. Investing Money In Acquisition Efforts Vs. CRO

- Many times, a client company that has a respectable amount of a traffic to its site wants to continue investing money in paid media or social media promotion when the real value would come from investing in CRO. Spending resources improving conversion can yield true ROI for your business.

16. Thinking CRO Is Just A/B Testing

- CRO has unfortunately become synonymous with A/B testing in some marketing circles. This limiting thought will only impede your potential results. Gather as much data as possible.

17. Not Tracking Micro Conversions Or Granular Data

- If you want to track the macro conversion of new customer acquisition, start small. Dig deep to understand the micro conversions on the path to purchase and associated granular data or you could miss the real bottleneck on your webpage. You can’t perform CRO well without fully understanding the customer journey and attribution dynamics, so dig in.

18. Only Optimizing What Isn’t Performing Well

- Only optimizing what isn’t performing well is a very common mistake. As marketers and salespeople, we want to elevate what isn’t performing. Although this is important, it’s much easier to take something from good to great when it already has some momentum

19. Trying To Optimize On A Bad Website

- Sometimes clients believe that CRO and inbound marketing will fix their customer acquisition problem. Although that is a possibility, conducting CRO on a poorly designed or non-intuitive site will never generate the results a business wants. Likewise, marketing is only as good as the sales team, and without a skilled, experienced sales department, CRO and marketing efforts can be a waste of resources.

20. Cluttered Web Design

- Given that the majority of your website visitors are going to view it on mobile devices, a cluttered web design simply will not do. All you’ve got is a couple of seconds, and then they’ll zoom off faster than a speeding bullet.

21. Lousy Visuals

- Companies are willing to spend so much on online advertising, yet fail to take a decent photo or produce a good video for their landing page. Visuals are important. Many people don’t even read the copy on websites anymore. Their eyes skip and dart from object to object.

22. Scary And Scammy Copywriting

- Authenticity is the new name of the digital marketing game. Nobody likes a shill online, and trying too hard may often backfire against you.

23. Lack Of Social Proof

- Social proof is the digital currency that can win you friends almost instantaneously. For websites, it can help to reduce the inertia which comes from being inundated by numerous marketing messages and offers.

24. Too Many Choices

- Focus on only one main thing on your conversion pages. Make it simple and easy for your visitors to sign up for your programme or buy from you. Make it easy for them to follow what you have, and guide them to a single Call To Action (CTA).

25. Lengthy And Onerous Forms

- Getting people to whip out their credit card number, annual income, and life histories is also a big “No no” when they chance upon your page for the first time. Keep your data-fields to the minimum needed. You can always contact them for more information later.

26. No Trust Builders

- Expecting a first-time visitor to immediately purchase from your website without any ‘proof’ is pretty unrealistic. Given the exponentially growing number of scams and phishing websites around the world, any online visitor would naturally be wary.

27. Poor Call To Actions (CTA)

- You need to consider your CTA forms and buttons on your website. Often, poorly structured CTAs have made it difficult for people to navigate landing pages and act on them.

28. Not Evaluating The Source Of Traffic

- Not evaluating the source of traffic results in not understanding the intent of the visitor in the first place. This impacts the way they perceive your brand and interact with it. Hence it is important to know where your visitors are coming from. This will help you gauge what they expect to see on the landing page and how, and optimize it better for conversions.

29. Not Understanding Your Audience

- Learning or identifying who your visitors are helps you understand their stage in the conversion funnel, what their needs are and how you can cater to them with your products/services. When you target the market with a campaign and drive people to a landing page where they are expected to convert, you need to anticipate his frame of mind. Streamlining demographics help you identify your target audience better.

30. Not Previewing The A/B Test On Multiple Platforms

- There are actually a lot of businesses who forget previewing the A/B tests they implement on multiple platforms before they go live. This often results in dipped conversion rates and not being able to understand why a certain change did not work for your business. With the number of mobile internet users exceeding those who use the conventional desktop for the same, it is important to ensure that every aspect of your landing page is extremely responsive in nature.

31. Not Communicating Enough

- The best way to optimize your website for more conversions is to know exactly what your target audience is looking for – by asking them. Marketers end up forgetting the importance of communicating with their prospective customers. The more you speak to them, the better you’re able to understand what they are really looking for and how much of information would you require to provide them with.

32. They Go Too Small

- Some retailers do not go far enough with their changes, sticking to making very small insignificant changes that are not statistically significant. Small changes like the color of buttons should be left for the last stage of testing, not the first stage and only if you have proof that the color is an issue when analyzing your data. Make the biggest changes first, and then continue making changes as your customer base lets you know which is most effective (through split testing).

33. They Change Too Many Things At Once

- Making too many changes in a short period of time, without letting the split testing give you a good idea of which are more effective, means that you will have no way of making progress. You won’t know what is really affecting your profits, so you won’t know what changes to implement for long-term improvement.

34. They Make Changes With No Clear Reason

- CRO has already proven that the right changes can make a big difference—on the other hand, simply changing things because you think they might be effective is not the way to efficiently make your site more effective for making sales. Coming up with a complete and concise plan for your proposed changes, complete with reasons why each change is being undertaken, is the best way to stay on track.

35. They Do Not Employ A CRO Expert Or CRO Frameworks

- The very best way to avoid the conversion rate optimization mistakes on this list is to hire a CRO expert. These experts have trained in the field and know exactly what does and does not work for online retailers. Instead of muddling through, hire someone who really understands your business and how to implement CRO so that you will see real improvement in your conversion rate, as quickly as possible.

36. Using Too Many Call-to-actions.

- Having too many call-to-actions can actually hurt your overall conversions. If you have multiple call-to-action buttons in your site’s hero, for example, you may be giving your users too many choices, which can cause them to take no action at all. Rather than offering multiple call-to-actions, place the focus on the most important action that a user can take.

37. Leaving Human Behavior Out Of The Equation

- Using behavioral insights to understand how certain messaging and tactics can influence decision making is very important as you are developing conversion offers and actions for your site. Behavioral tactics I’ve seen used effectively include messaging around urgency, scarcity, loss aversion, and social proof. Always keep your user’s best interests in mind when leveraging these behavioral insights.

38. Long Copies are not Attractive

- Long copies may be attractive if they are clear, succinct and engaging. It is not always true that users don't scroll or read. Users are genuinely interested in information if you have authentic information for them. What is required is uncluttered and easy to navigate landing page.

39. The Replica of Successful Company Works

- Conversion rate optimization simply declutters your website, making it cleaner. Lame keywords may bring down your conversion even if it is copied from a brand name. You need analysis, surveys and testing to get better results.

40. Conversion Should Only be the Targeted Metric

- Conversion should be your goal but visitors recurring data and how frequently they visit should also be analyzed along way. This shows how benefitting is your website for the users. Fostering engagement means quality and fulfilling website and business.

41. What Works For Conversion Rate Optimization Today Will Work For Years To Come

- One of the easy mistakes to make when pursuing CRO is to stop after positive results are achieved. The myth here is that once you’ve found a tactic that’s effective, you can set it and forget it – and it’ll continue to drive conversions indefinitely.The truth: Just because you’ve achieved a great conversion rate at one point in time, there’s no guarantee it’ll work forever.

42. CRO Strategies Are A Cure-all For Low Conversion Rates

- There’s more to CRO than meets the eye. It’s not a quick fix for low conversion rates–but it is part of a larger strategy that can transform your website performance. Knowing the truth about what to expect when attempting to drive conversions, you’ll be more prepared to improve your website and landing pages and drive conversions through a holistic approach.

43. Less Focus On Landing Pages

- Landing pages are the doorway to conversions.Landing pages allows the online stress to target the focus of the customers to a single product. These pages have all the keywords, relevant images and product description which can help in improving the rank of the store in Google searches.

44. Putting High Hopes On the Optimization Process

- Optimization is an awesome thing. It can improve results by hundreds of percent, but often the problem lies in the product itself or in its target audience, and not in the color or text on a button. If you can’t sell your product to a customer face-to-face, it’s likely the product is not suited to your target audience, or you’re reaching out to the wrong audience.

45. Getting Fooled By Bots

- Spam bots and ghost referrer spams can trigger the JavaScript in your Google Analytics or split testing software, and that means that the results of your tests can be botched, your site’s overall conversion rates and bounce rates can end up being thrown out of whack, and so on.

46. Disregarding Traffic Source

- Don’t expect results from one traffic source to carry over to another.If a landing page is designed for AdWords, don’t expect to get the same results if you switch to Facebook. Don’t test a new homepage with paid traffic and then expect your organic traffic to behave similarly. This is a great way to throw away money fast.

47. If You Don’t Convert In Initial Terms, Then You Are A Failure

- This is another big myth that needs to be waived off. It is very common that companies give up their efforts if they don’t see results immediately. This short-term hurry causes them a big loss.

48. Copying The Competitors

- It is often advised that in case you are confused, you should follow the tactics adopted by your rivals. Copying blindly is often not recommended as it brings along several reparations. You need to understand that the sources, strategy, and branding aspects of your rivals are totally different and you should respect your originality even if takes some time to deliver.

49. Money Can Buy Conversions

- Very often it is thought that companies with huge marketing and SEO management capacity can only survive in the market of conversion. We have examples where companies having a full dedicated set-up of personnel to aid their marketing and SEO needs falling severely at conversion front. On the other hand, some start-ups with a minimal budget length has done remarkably well with their conversions.

50. Lack Of Responsive Designs

- Another mistake that most of the websites make is not being responsive to all the interfaces available today. Times have changed and people use internet from various different devices so the websites should be ready to be operated on any such medium. If you are having a good site but it does not run on various browsers than you are definitely doing something wrong and losing out on a lot of potential subscribers.

51. Confusing Navigation

- Too many navigators or the confusing navigators often put off the potential customers. Visitors when get confused and do not know how to move forward on your site, simple check out hence increasing your bounce rate and lowering your conversion rates.

52. Not Prioritizing Your Tests

- Working your way down this prioritized list of tests will help you see a greater ROI out of the gate when you start your campaigns and also give your team a more clear path to get the most out of your tests. Do not start a CRO campaign without knowing the direction you are heading and what you are trying to accomplish. Doing so will only dwindle your efforts, resources, and ultimately, your faith in Conversion Rate Optimization.

53. Running Too Many Tests At A Time

- It’s easy to understand why businesses and website owners get excited over Conversion Rate Optimization and begin to test every single thing they can on their site. But it’s important to show restraint and let each test run independently of each other before beginning a new test. What this will allow your team to do is understand what effect individual changes have on your conversion rate.

54. Giving Up Too Early

- When you take on CRO as a part of your marketing strategy, make sure you understand the amount of time and effort it will take to see the ROI you want in CRO. Conversion Rate Optimization is not a quick fix or immediate. It will take research, it will take planning, and it will take testing.

55. CRO Blindly Implements Best Practices

- Many marketing websites and thought leaders have lists of best practices detailing exactly what you have to do to achieve your highest lead gen or e-commerce conversion rates. The only problem? These best practices might work for them, but marketing is not a one-size-fits-all endeavor. Truth: CRO does not blindly implement best practices without qualified data supporting these changes for your landing pages or websites.

56. Conversion Rate Optimization Is Only About Small Design Tweaks

- A common misconception about CRO is that it is only about making small changes on your landing pages; things like switching the color of buttons and changing the words in the header. Header copy, button colors and design element placement do play a part in CRO, but cosmetic changes are only a small part of what goes into an optimization strategy.

57. Marketers Must Guess At Conversion Pain Points

- Many believe that designing CRO tests revolves around a marketer’s or a designer’s ability to intuitively guess at what’s preventing site visitors from converting on key actions. How do you know exactly what changes to make on your landing pages? Truth: CRO uses a data-driven approach for determining what users need to convert. Instead of guessing at these factors, this strategy utilizes user feedback tools to ask current and potential users directly.

58. CRO Solves All Your Problems

- Some agencies and platforms pitch CRO as a "solve-all-your-problems"tool. They promise big returns, which makes it seem like CRO will magically solve all your website and conversion problems. But, in reality, CRO is only a part of the solution.

59. Your Website Is Confusing And Difficult To Use

- Perhaps your website makes perfect sense to you. However, for your visitors, it’s just a mess. It’s either because of poor layout, poor information structure, technical flaws, page errors or non-working call to action buttons that go nowhere.

60. Your Website Doesn’t Meet User Expectations

- If you intend to offer what they’re looking for, your visitors may have difficulty finding what you promised. People usually lack the motivation or time to hunt every page your website has. Hence, ensure that when they land on your page, they get what they need right away.

61. Not Understanding The Statistics

- One of the biggest mistakes you could make is to rely on your insufficient knowledge regarding statistics. If you did not know, statistics is the foundation of CRO, if you do not understand it completely, then you would not be able to run your tests properly – which could lead to disastrous results.

62. You Prefer Tactics over Research

- You should stop depending on tactics to optimize your marketing. Every successful CRO should always start with thorough research. It should be the step where you spend most of your time on. This is because everything you do in the research process stays for the totality of your CRO. Through proper research, you will be able to foresee some problems that might arise in the future, and effectively make you more ready for any problems

63. Don’t Forget The Long Term Effect

- As a process, CRO can be frustrating when the results are not as expect. That’s why it’s always important to remember the long-term effects and stay cool during the journey.

64. Writing Ad Copy That Doesn’t Match Your Landing Page Message

- Another common mistake is discrepant messaging between your ads and landing page. While it may seem obvious to keep the message the same, this conversion rate optimization best practice is often lost in the shuffle when juggling a litany of moving parts.

65. Waiting for Statistical Significance When It’s Unattainable (or Will Take Forever)

- Sometimes, you can reach significance, but it will take months upon months instead of weeks. Often, it’s not worth waiting because you could instead test and launch new initiatives faster to see noticeable results. If you’re only conducting a change once or twice a year, your results will stagnate.

66. Using Small Tests Before Big Ones

- When it comes to conversion rate optimization fundamentals, this one is a big deal. Stop using small tests before big ones; start by testing big changes that will make a meaningful impact on conversions

67. Running Too Many Tests and Pop-Ups on the Same Page at Once

- Many beginners go crazy with conversion optimization techniques and run multiple tests on a page at the same time. It’s fantastic you’re pumped, but it’s also important to keep your data accurate. Furthermore, running numerous pop-up boxes, hello bars, and site designs in the same user session disrupts the user experience.

What are the common conversion rate optimization mistakes?

The following are the common CRO mistakes by marketers: misunderstanding statistical and practical significance, getting mislead by spambots, thinking correlation is the same with causation, and disregarding traffic source.

What are the copywriting mistakes to avoid?

The following are the common copywriting mistakes to avoid for better conversion: targeting the wrong audience, focusing on the wrong topics, dragging your list of benefits for too long, and putting too much force into your tone.

Why are my call-to-action not working?

Possibly because you’re overwhelming the users with too many options, your CTA’s are not prominent enough, the wrong language, you got nothing to offer in exchange for their information, and unattractive color scheme.

How can I improve the speed of my website?

Your website should load faster before your visitor can even think of clicking away. You may use tools like Pingdom to conduct stress and load stress that could have affected your server response time. Also, reduce your CSS/JS and HTML files.

What are the ways to reupdate my web design?

Don't bore your visitors with ugly web design, try to make use of data analytics and customer behavior tools to compare and contrast which style is preferred by your audience. After all, about 66% of users associate good design to credibility.

Can I improve my images further?

Definitely! Make the images on your website as visual as possible to appeal to your customers much stronger. Only use a high-quality image with a 360-degree view of the product. Your images should be as real as possible to earn the trust of your potential customers.

How can I make my checkout page simple?

Imagine a customer bouncing away just because of the complexity of your checkout page, totally unacceptable. Discard irrelevant fields, add more payment methods, and make it mobile-friendly at all costs.

Are tests important in launching my website?

In general, tests are important in all stages of marketing. You need to constantly improve and re-do a lot of elements on your website. As the user experience evolves, you have to move faster. If you're confused about which test to start with, try the most common A/B testing.

Are ‘predictive’ search engines must use?

Search engines are useful in boosting user engagement with your website. A good search engine should include pre-populated keywords, cross-selling recommendations, and auto-correct features.

How much information should I include on my website?

One common mistake of copywriters is putting too much product information but cutting on your content too much can also backlash. The keyword here is balance, take note of just how much do they want to know.

Now that you learned what mistakes to avoid, don’t ever forget them! As the saying goes, learn from your mistakes! But once you know what you’re doing wrong, avoid them at all costs! Lessen your mistakes to increase sales!

We collect the most interesting content around conversion rate optimization. Let us know your best email to receive our favorite pieces weekly in your inbox!