CRO is one of the best practices to optimize your site and increase conversions. Most of the individuals/companies jumping into the pool, however, are not familiar with the details of CRO and end up wasting a lot of time, money, and effort in the process.

Here are the top nine mistakes every beginner should avoid to become a conversion rate optimization expert:

1. Making changes on opinion rather than by statistical data.

Just because your site's design looks cleaner and has better content than the previous one, it does not necessarily mean that it will work on your own site to give better results. 

On the other hand, getting inspiration from other businesses who conducted a similar A/B test as yours on their websites and witnessed an uplift in their conversions does not essentially imply that you will find the same results on your site too. 

This is because the truth of the matter is that there is no single one-size-fits-all strategy for conversion funnel optimization. What will be apt for one company may not be as effective for the other. 

2. Writing copy that doesn’t match your business goals

SEO optimized content should be written with great care. Distorting something and not aligning with the goals of your business definitely makes it ineffective. Add in some unique value that adds to your website. 

Focus on your brand's unique selling proposition.

• Use simple language. Let it be crisp, précised, and to the point.

• Write for scanners, not for readers.

• Bullet points and ordered lists work best

• Catchy headlines

• Keywords rank better.

  
  

3. Running too many tests and pop-ups at the same time on the same page

Running multiple tests at the same time can significantly affect the analysis accuracy of each test. Every new element experimented with may influence the test results of others. Furthermore, running numerous pop-ups and site designs in the same user session disrupts their overall experience. In fact, it’s quite possible that such pop-ups may annoy and confuse users, making them abandon the site, and never come back.

When an excessive number of tests are carried out simultaneously, it becomes challenging to identify which particular test affected the outcome. This may result in poor data, which makes it challenging to successfully validate ideas.

4. Going for small tests before the big ones

Most people believe that when one is running small tests, it is better than big ones in the context of CRO. However, the truth is that small tests only give a subtle effect on conversion rates. Bigger tests with huge possibilities wherein more than two elements will be optimized leave off the table some larger noticeable and lasting impact. Changes may include:

• Redesigning a page for above the fold

• The whole redesign of the home page

• Redesign the navigation menu

• Move crucial elements to a more prominent place

• Change Headlines, which is much catchier and powerful than it used before.
  
  

5. Does not establish business credibility at first sight

No matter how persuasive your call-to-action is or how simple your website could be, unless you give visitors the impression of trustworthiness in them or fill their minds with confidence in your website, then you are not too likely to manage to raise your website's conversion rate much. 

There are myriad ways you can boost visitor confidence in your website and products.

• Let your visitors know that you respect their privacy, and you have a secure website. Place HackerSafe (or similar) badges that denote that your business is paying attention to web site security.

• Host client testimonials. These are not just goodwill messages towards your business services, but a great way to prove your brand credibility in the eyes of any visitor on your website.

• Distribute your privacy policy wherever you ask for personal information from the visitor.

  
  

6. Complicating conversion funnels

A conversion funnel is a group of pages that will lead you to your desired conversion goal. Examples of conversion funnels are the checkout process or the registration form. 

Do you believe that most of your visitors abandon Step 2 in your conversion funnel because your entire process is too complicated for them to complete? 

Here are some tips and tricks on conversion funnel optimization that wil help you increase conversion:

• Remove all non-conversion funnel pages links

• Remove any steps in the process which are not necessary to complete the conversion process.

• Don't over optimize with up-selling other offers

• Only ask for information that is necessary to complete the conversion. .

• For shopping carts, provide the visitor with as much information as possible about postage and packing charges, tax and your returns policy as soon as it is possible in the process

And make sure that you remind your visitor about what he has added in the cart through a link back to the product/service.

Also, adopting new and enhanced techniques such as CRO software and website personalization is the need of the hour.

7. Not creating a sense of urgency

A limited time offer accompanied by a sense of urgency to act at once raises conversions intensely. For instance, when the people feel the urgency and find a cause to act on it right away, then there is a huge chance that they will go ahead and interact with the website. 

It follows a certain principle of FOMO, and what it does is force visitors to do something within a certain time frame, in this case, purchasing something, filling out a form, or signing up for a newsletter. This way, you'll be showing urgency and even underlining the benefits of acting now, which will help drive more conversions into your business objectives.

8. Undermining the importance of Call-to-action 

The call-to-action buttons are one of the most important page elements which compel your website visitors to convert the desired action and, therefore, begin the conversion process. Still, marketers do not pay much importance to CTAs and, as an outcome, miss many potential conversions. Here are some mistakes which you, as a marketer or website designer, need to avoid.

A. Improper color combinations

RIPT Apparel is an online retail shop founded in Chicago, and it increased the rate of conversion by 6.3% merely because of a change of color of the CTA from black to green. In addition to this, many optimizers also encourage using such a color for the CTA that nowhere has been used on your web page and also helps draw attention to the respective tool.

B. Not using power words in the call-to-action button test

Instead of saying something like, 'Submit' or 'Sign-up,' use powerful words to grab the attention of your users. Some popular CTA text copies are as follows:

• Save Your Seat. Book Now!

• Are You In? Let's Get Started!

• Yes! Let's Start My Free Trial.

• Grab Your Free Copy!

• Insights Delivered Daily to Your Inbox!

• Where Should We Send Your Free Copy?

• Add this Summer Dress to Your Wardrobe!

  
  

C. Placement of CTA buttons

While some marketers stress placing your CTA buttons in the first fold of your web page so that they are more visibly observable, many others still argue that the same done below the fold can attain much the same results. 

The reason is that it all depends on how motivated your prospect is to click on your CTA button. The more exclusive your offerings are, the better the chances of your prospect clicking on your CTA button no matter where you are placed in the web page. 

D. CTA text link or a CTA button? Which is better?

Normally, text links get lost in the text itself and thus are hard to see on the web page; however, button CTAs jump right out into the eyes and so enlarge the possibility of more clicks. 

9. Not paying much attention to basic design elements

    

A. Being more mindful of the auto-featured image sliders

Most CRO experts create slides of images that can easily drive down your conversation rate.

Image carousels do not allow users to view the site at their own will and pace. Rather, they actually disrupt a visitor's experience and make them suffer from banner blindness. 

Here are a few reasons supporting this theory:

• The human eye strongly responds to movements. If images scroll faster than the human eye can see or read, it is left out in the important stuff.

• Too many messages mean no message at all. Instead, focus on adding the primary message to your banner images and the required action is always more effective.

• Here you should run an A/B test to determine what's going to work for your business.

  
  

B. Cheesy stock photos

Stock photos may make your web page look good and heavy, but they diminish your brand's credibility to a very great extent. And, of course, people like to do business with humans and not with websites.

The same is demonstrated by a case study by Market Experiments. A financial investment consultation service providing company was able to improve their signups by 35% when they simply replaced a cheesy stock photo on their homepage with a picture of their Founder.

C. Not giving much weightage to videos

Demonstrate your product in action. Offer demos for anything complicated. Believe it or not, this addition of video pays well. And, there are enough businesses that are getting benefited immensely with this very addition.

If your website has a video on its sales page and is designed in such a way that it will show a much tremendous increase in visitors who clicked through on its price/guarantee page.

However, as a marketer, you should ensure that your videos have an audible CTA. When your visitors are already enjoying your video, they will be more than happy to follow your CTA and possibly convert into a customer.