The 3 Worst Conversion Rate Marketing Mistakes

 In Conversion Optimization

I think most marketers will agree that conversion rate optimization (CRO) is a technical battlefield.  There are a lot of factors to consider when developing a conversion rate marketing optimization strategy.  If your conversion rate isn’t what you think it should be, then you might be making one of these common mistakes.

CRO Mistake #1: Your Website Design Isn’t User Friendly

When was the last time you reviewed your website design?  Plenty of business owners get their website up and running, and then they forget about it.  It isn’t enough to just have a website.  If your website design isn’t up to date and user friendly, visitors are going to leave as soon as they see it.  That means they’re going to check out one of your competitors instead.  So what kills a website’s user experience?

Slow Loading Time

How long does it take for your website to load?  If it’s more than a few seconds, then it’s too slow.  Not only does this increase your website’s bounce rate, it also negatively impacts your search engine rankings. If you aren’t in the top three spots when people search keywords for your industry, then it’s far less likely that people will even find your business.

A fast website means better user experience.  Better user experience improves your conversion rate, and that increases your profits.

Mobile Responsiveness

More and more people are searching the internet on mobile devices.  This means that your website needs to load well on all mobile devices.  If it loads slowly or poorly, a user is going to back right up and move on to your competitors.

Mobile responsiveness also affects your search engine rankings.  Plus, Google is planning to roll out a new mobile first index.  Google’s search engine index refers to how Google collects web pages to present to people using the search engine.  Since the majority of users are now searching via mobile devices, a mobile friendly website is going to rank higher than a website that only loads well on a desktop.

Outdated Design

If you haven’t updated your website design recently (or ever), then your website is most likely outdated.  An outdated website definitely negatively impacts your conversion rate.  Let’s talk about what a good design looks like.

  • Simplicity–Uncluttered websites are more visually appealing than websites that are super content heavy. Clear and intuitive navigation improves user experience, and that improves your conversion rate.
  • Colors—Again, keep it simple. Select a few complimentary colors, and be sure to include a lot of white space.  The white space makes the content easier to read.  The sparing use of color draws the user’s attention to the elements that you want to emphasize.
  • Fonts—Be careful about your font choices. Your fonts need to be readable to a wide audience.  Furthermore, your fonts need to be consistent throughout your website.  Don’t use more than a couple.  Your website will look haphazard and not well planned.
  • Graphics—Visuals are a great way to break up written content. A page full of words isn’t visually appealing.  Large blocks of words are overwhelming.  Even if your content is valuable and informative, your website visitors aren’t likely to stick around long enough to read it.  Well-placed visual elements, such as infographics and videos, help break up your content.  Plus, they encourage users to continue scrolling through your website.  The longer users spends on your website, the higher your conversion rate will be.

Poor Content

Speaking of content, it needs to be good.  Here are some questions to ask yourself when developing your website content.

Does this represent my brand identity?

Does this offer valuable and relevant information to my target audience?

Does this help build trust in my brand as an industry authority?

Would I want to read this?

If you answered no to any of the above questions, you might want to rethink your content strategy. When in doubt, hire an expert.  A good content writer can do the research and the writing for you, and it tends to be more cost effective in the long run.

CRO Mistake #2: You Aren’t Using Landing Pages

You have a user friendly website with a stellar homepage.  Isn’t that enough?  Nope.

Targeted landing pages are a fantastic way to improve your search engine optimization (SEO).  Good SEO increases your search engine rankings. Higher search engine rankings mean more traffic to your website.  More traffic means more potential leads.  Getting the picture yet?

So what makes a good landing page?  First, take into account the already established website design that you’re using.  Be sure to incorporate a similar style into your landing pages.  This maintains consistent branding.  Next, consider your content.  What keywords are you targeting?  Is the content for your landing pages relevant to those keywords?

Also, create a landing page for any offer that you present to your website visitors.  Offering a free ebook?  Have that call to action redirect interested visitors to a landing page that’s specifically about that ebook.  Keep in mind that offer specific landing pages shouldn’t have navigation.  They should have clear and eye-catching calls to action instead.

CRO Mistake #3: You Aren’t Paying Attention to Analytics

Understanding conversion rates depends on understanding your digital marketing data.  This is what analytics is all about.

Why is analytics important?

First, your website analytics allows you to track and measure results of your various digital marketing strategies over time.  Tracking results of your efforts helps you to understand your website visitors and leads, which helps you refine your marketing strategies.  Improving your strategies increases your conversion rate, and that’s ultimately your goal.

How does analytics work?

Google Analytics is probably the most popular tool for tracking website data.  It provides valuable insights on how users find your website and how they use your website once they find it.  It can tell you where your traffic is coming from and how long they’re staying.  When looking specifically at conversion rate, you can compare the number of website visitors over a certain period of time to the number of visitors who converted into leads (or even sales).  This gives you an excellent overview on the return on investment (ROI) that you’re getting out of your digital marketing strategies.

Additionally, Google Analytics integrates with all other Google products, including Google AdWords.  AdWords is a great resource for paid digital advertising campaigns (also called pay-per-click or PPC advertising).  Furthermore, you can use Google Analytics to track any other advertising and social media campaigns for which you want measureable data.

Once you understand what the numbers actually mean, you can put it to work for you.  Are your visitors predominately finding your website by clicking on one of your online advertisements? Great! That ad is doing its job.  Once the ad redirects them to your website, how long are they staying?  If they’re promptly leaving, this is a red flag.  You need to review your website to evaluate and troubleshoot the potential reasons for the high bounce rate.

What does Google Analytics actually measure?

Google analytics tracks and measures dimensions and metrics.

Dimensions are the characteristics of your data.  This could include attributes such as what page you’re evaluating, the geographic areas that your website visitors are coming from, and the specific keywords that your visitors are searching for.  Basically, dimensions refer to the who, what when where and why.  Metrics are the numbers that relate to those various dimensions.  It’s the quantitative measurements.  Here’s a quick example.

You decide to look at how your ads are performing for people under thirty years old.  That’s your dimension.  You discover that 947 visitors out of a total of 3000 visitors (roughly 31.5%) are under the age of thirty.  That’s your metric.

Final Thoughts

Conversion rates are important.  Those conversions directly affect your profits.  Conversion rate optimization definitely has some pitfalls.  However, understanding how to collect and analyze your data can go a long way in helping you improve your digital marketing strategies. If your interpretation of this data is still uncertain, contact one our conversion rate specialist in Charlotte today.