Are you making these mistakes with your website optimization? Are these mistakes limiting your website conversions to leads?
Website optimization and website conversion rate optimization (CRO) mistakes are more common than not. This article does not provide answers, it provides a mindset: Be a conversion scientist.
What is your web’s objective? Is it website optimization on Google? Is it website search engine optimization? Or website optimization of speed?
Test, analyze, test, analyze.
Obsess over the data. Nothing else matters. Some say there are an art and science to marketing – CRO is strictly a science.
What is a good web conversion rate?
For all industries, the average landing page conversion rate was 2%, yet the top 25% are converting at 7% or higher. Ideally, you want to break into the top 10% these are the landing pages with conversion rates of 12% or higher.
And in science, we can learn from our mistakes. To start from the beginning…
What is a good conversion rate for leads?
According to Matrix Marketing Group’s research, lead conversion rates from visitor to marketing-qualified lead (MQL) average 5 percent. The conversion rate from marketing-qualified leads (MQL) to sales-accepted lead (SAL) jumps to nearly 60 percent, and about 60 percent of those make it to the sales-qualified lead (SQL) stage.
Mistake 1: Do you know the difference between lead conversion and sales?
Lead conversions do not necessarily mean sales. Sales are the end of conversion, but what happens before the sale that matters too. Conversion rate measures the effectiveness of each action in your digital marketing campaign to achieve that sale.
Remember the buyer’s journey and the types of content a prospective buyer (aka lead) consumes based on where he or she is on the journey. Let’s think of conversions in the form of a word problem (yes, we are bringing you back to grade school).
Mary loves to travel and wants to help others plan their dream vacation, so she decides to start a travel agency. Mary knows enough about building a website but needs help to get her website to rank high in search engines so she Google’s search engine optimization. She does not know what she needs, but she is aware of her problem. She is looking for more information.
Mary clicks on the first result that brings her to Matrix Marketing Group’s landing page about SEO. She fills in her information to download a report on SEO Tips. Mary is the first one to fill out this form and the tenth person to view that page since Matrix launched it. What is the conversion rate of Matrix Marketing Group’s SEO landing page?
Test and analyze each step of the Buyer’s Journey. Seeing the journey mapped out helps measure what your conversion rates are so you can improve incrementally.
Conversion Rate Optimization happens by knowing the difference between conversions and sales. Sales are conversions, but there are many more little steps that happen before a sale for you to optimize.
For more on Lead Capturing Tools and Lead Magnets, check out 12 Lead Magnet Ideas to Drive More Leads.
Mistake 2: Rely on the best practices for your CRO answers for website optimization
Do not think that what worked for one company will work for you. The truth is, their customers are different from yours. Your value proposition is unique to your business and your customers. So why should your Conversion Rate be based on another company’s success?
You can use best practices to form hypotheses, but not answers. If one company got a 50% response rate on emails because they included a gif in the email, do not expect the same results. Instead, take that information and test it. Remember, be a conversion scientist. Create a hypothesis and test it.
Hypothesis 1: Putting a gif at the end of my email will increase the response rate, all else equal.
Control: Send an email campaign with no gif included.
Test: Send an email campaign with a gif included.
Results: Control email got a ___% response rate. Test email got a ___% response rate.
Base your actions on the outcomes of your tests, not on others?.
Mistake 3: Testing the wrong things for website optimization
Don?t let the conversion scientist mindset make you think that you should test everything. If you are testing for the sake of testing, you?re doing it wrong.
For example, if you are creating some ads for Facebook, you?ll realize that there are so many things you?d like to test: ad images, copy, target audiences, bidding methods, campaign objectives, etc.
The rookie mistake you?re likely to make at this point is creating an A/B test with too many changing test variables.
Let?s say you want to test 3 ad images, 3 headlines, and 3 main copies. This makes 3 x 3 x 3 = 27 different Facebook ads. This test will take weeks to conclude. A test can quickly become overwhelming. Let?s assume you want to test five images, four ad titles, and five precise interests targeting. This means you?d have to create 4 x 5 x 5 ads to test all the possible combinations ? a total of 100 ads! I think you get the point. Start small.
Paddy Moogan at Distilled has a good model for making sure every test you do has an objective:
Understand that website-optimization is all about testing, but you must be smart about it. Do not busy yourself with meaningless tests.
Mistake 4: Measuring the wrong things
What is the easiest way to increase your conversion rate? Track more things more accurately. Sometimes firms? conversion tracking isn?t measuring the right metrics to paint an accurate picture of the effectiveness of marketing campaigns.
Kissmetrics found that the majority of firms who were tracking their conversion rates with Adwords were doing so poorly. The firm might as well have not been tracking anything at all. See the diagram below.
For example. imagine a lawn care maintenance company that is tracking conversions through AdWords. This firm may be getting a fraction of the conversion rate they expected because they are only measuring clicks and form fill-outs.
In fact, most of a lawn care maintenance company?s leads come from phone calls or impressions from clients? neighbors who see their trucks and the work they do on people?s lawns. The conversion rate goes up instantly if you start measuring beyond your AdWords campaign.
This company did have a good conversion rate, they were not measuring the right metrics. Remember the big picture and how your customers act when you provide them with valuable offers.