Yes, Raze CRO is a CRO agency.
Yes, we want you to be interested in CRO.
But it is not for everyone.
To excel at CRO, or Conversion Rate Optimization, you need to be in the right mindset from the outset. And if you aren’t, you will struggle to see results. It’s kind of like mindfulness, but data-focussed.
This is because CRO is a long-term investment that will only work if you are willing to give up pre-defined notions of what success looks like, and trust the process.
There are lots of factors you need to consider before introducing CRO into your marketing plan. Here are seven ways to tell that CRO is not going to be your new digital marketing BBF:
You want CRO to be a quick fix
As I said, CRO is a long-term investment. You won’t have answers overnight, or even in the first week.
You will come across quick-fix testing methods, such as multivariate testing, but the smart move is always to progress forward one step at a time.
Test one variable, get actionable feedback and then decide what your next action will be. Don’t try and hack it by running 200 tests at once, one time. This won’t tell you anything meaningful.
Plus, your customers’ needs are continually changing, which means what worked yesterday could very easily not work tomorrow.
If you’re not in for the long-haul, CRO is not for you.
You are only interested in A/B testing
Put simply, A/B testing is a methodology used within the practice of CRO. CRO uses countless methodologies, and A/B testing is just one tool in CRO’s proverbial toolbox.
Focussing on testing one variable against another and assessing which performs better, A/B testing is great, but it is not all there is to CRO.
Limiting yourself to one methodology is not only restrictive, but A/B testing is also not a cure-all; for it to work well, you will need a large enough sample size, clear goals and sound reasoning.
Avoid approaching CRO with a pre-existing idea of exactly how it will look in terms of the tools you use.
If all you want to do is run two A/B tests in Google Optimize and call it a day, CRO is not for you.
Your site doesn’t meet the traffic requirements
CRO can be a significant financial investment to make, so it is wise to have all your ducks in a row before getting started.
For proper testing to be carried out and for statistically significant results to be gleaned, having a certain amount of traffic on your site is a must.
The exact number of desired monthly visitors differs greatly depending on the service you use and who you work. At Raze, we consider 300 conversions per month to be the minimum required to run a successful testing program. If you want your continual testing program to have a significant impact, your site will need to be generating in excess of $1m a month in sales. These numbers can feel a little scary, especially if you are just starting out. For sites that don’t generate this kind of traffic (most don’t), we suggest testing the waters with one of our optimization audits.
While you can still optimize for conversions if your e-commerce business is relatively small, hold off on investing big money into CRO until your sample size is large enough to result in insights with statistical significance.
If you the traffic on your site is too low, CRO is not for you.
You are not clear on what your CRO goals are
You want to optimize for conversions, right?
But what kind of conversions are we talking about here?
When we say ‘conversions’ we can be talking about anything from purchases to visitors to subscribers.
If you are not clear on precisely what a ‘conversion’ means to you and your business, then CRO isn’t for you.
You don’t value research, evidence and data
Data is the heart and soul of CRO, so every decision made should be based on research and results.
This means starting the process by spending time researching your current problem areas and collecting data to give your tests direction.
After conducting each experiment you will analyze your data to uncover what your next steps should be. However, it is only if the results of your tests are statistically significant that you can make changes based on them.
If you’re willing to base your testing on guesswork or run your test to 75% significance and say ‘that’s good enough!’, CRO is not right for you.
You aren’t willing to make mistakes and face failed CRO tests
While every test implemented and every decision you make should be based on prior research, this does not mean you will get everything right the first time.
The results of your test may not match your hypothesis. Or the results may not be significant enough to draw a valid conclusion.
But even if you don’t get the results you were looking for, at least you learnt something.
If you are going to dissuaded by this, CRO is not for you.
You only care about hitting a pre-determined goal, not making real change
It’s good to have expectations and goals in mind.
But if hitting a 40% increase in conversions by EOP Thursday is the only thing that matters, then you may find yourself in a spot of trouble.
As I’ve covered, CRO can open up doors that you weren’t previously aware of, or prove that an optimization you were ‘sure’ would work wasn’t quite right all along.
Yes, CRO is essential if you want to improve your site’s conversion rate (whatever that means to you).
However, many criteria must be met for it to be a worthwhile venture.
CRO isn’t just about data and traffic. It’s about your approach, open-mindedness and ability to let go of preconceived notions of what it may look like.
Do you disagree with any of the above points or aren’t willing to make compromises and learn? CRO may not be for you.