If you’ve tried implementing conversion rate optimisation strategies based on best practice, you’ve probably enjoyed mixed success.
Why is that? It’s simply because of this.
Something that worked like gangbusters on one website will not deliver the exact same results on another. You may even see a surprising inversion.
Trying to apply something just because it worked on other businesses is an incredibly high risk strategy. Your customers are not the same as ASOS’, or Debenhams’ customers. They are unique, and will transact with your website in a unique way.
Yes, there are certain immutable laws that every website can benefit from.
Usability. Urgency. Scarcity etc.
But when it comes to persuading your visitors to open their wallet, there are so many other variables to consider. There are literally hundreds, and they vary for every website.
If you overlook these things, the changes you introduce to the website will often miss the mark, making conversion improvements unnoticeable.
For a straightforward example, if your users have a price objection because your copy doesn’t communicate the value of your product, it really doesn’t matter what colour your buttons are.
The only test that will win is a price justification test, or testing the pricing itself. And the only way you can uncover the details of your users’ objections is by a systematic process of discovery that your analytics tool can’t do, and typical enterprise grade customer surveys overlook.
So, if answering the ‘why’ question is vital to unblocking the profit pipes on your website, and your analytics tool can’t help you, how do you find answers?
So, we’ve established that the multi-million pound word in conversion is not the ‘what’ you read in your analytics reports, but the ‘why’ that can only come from the minds of your web visitors. But how do you get it out of their minds, and on to your test plan?
To learn more about how to make your conversion optimisation programme a success and ensure your website is easy to buy from, read our ebook below:
Posted in: Conversion Rate Optimisation
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