Conversion Rate Optimisation of 1
What is a Conversion Rate Optimisation of 1 anyway?
1 of course or it should be. I am amazed by the waffle being spouted all over the place. If you look up “Conversion Rate Optimisation” in Google you will get something explaining it like this –
“CRO is the process of increasing the percentage of users or website visitors who complete a specific action to increase the number of leads you generate”
In my mind that’s basic stuff, but for some unfathomable reason this has been turned into a thing, a service, something someone can charge a business for. Money for old rope springs to mind here!
Let’s think about CRO then
CRO is not overly complicated and just a simple need of business. Someone is looking for the things you sell so you want them to take action. Role play this in your mind. For example if you have a physical shop, and a person comes in you should be asking if you can help. However, there is nothing more frustrating than visiting a website and immediately a pop-up asks you to do something. These two scenarios are basically the same but one has person-2-person interaction and the other an infuriating website-2-person one.
I do not understand how this can even be a conversational topic to be truthful, but will continue going through the pointless exercise just to explain my point. Try any of my services as an alternative, it will be money better spent.
Say hello back when someone says hello
Can visitors contact you? Can they get through to the right person, easily? Is there a simple route to resolving the visitors need? All great questions, that seem obvious but are totally ignored by the majority of websites. I don’t know about you, but I find it hugely annoying trying to solve even the smallest issue when I cannot effectively communicate. All I have to say is…. Grrrrr.
Shut up or give up
Shut up seems to hold more weight than give up these days. Businesses seem to have lost the concept of offering great service, responding to existing and even more importantly potential customers. Come on people get your telephone number on your website. An unhappy customer can soon become a very happy customer willing to recommend and applaud you for helping them. A potential customer can be transformed into a buyer with little effort. This is simple marketing stuff. Stop hiding behind technology.
Hands up, who likes technology
Everyone is different and there are people who want to talk to a human and others who want simple, automated services. Obviously it depends on what you are selling, but even the most isolated processes can be designed to take an opportunity and transform it into a sale. Understanding what you are selling, who you are selling to and offering the widest communication options available will always outperform single options.
Self inflicted challenges
Getting back to conversion rate optimisation or CRO if you like, many efforts are focused entirely on achieving quick wins rather than long-term growth. This leads to superficial changes that provide either a temporary boost, if you are lucky or just cost money. They do not sustain long-term improvements.
Prioritising metrics that do not align with a core business goal is the best way to self-inflict challenges. For example, increasing the conversion rate on a landing page might not lead to higher revenue if those conversions are low-value potential customers.
It’s only money, go for it
Effective CRO requires significant resources, including personnel, tools, and technology. A smaller business’s budget or the required mindset to implement CRO effectively will most definitely lead to wasted expenditure. A/B testing, a common CRO method, is time-consuming and leads to inconclusive results if the starting assumptions are wrong. A and B equals a total of 2 when your customer profiles can be in the hunreds or thousands. Remember everyone is different. The common factor is that they are visiting you because you offer, or profess to offer the things they are looking for. Let’s make it easy for them shall we?
Competitive competition
All businesses are working in hugely competitive industries and everyone is focusing on CRO. That makes it almost impossible to achieve significant competitive advantages. The playing field is often levelled by widely adopting the same practices. Come on people, dare to be different!
Significantly different to what is promised
While CRO promises to provide significant benefits, especially from the suppliers touting the services, it should not be the sole focus. In my opinion it shouldn’t even be considered. To avoid wasting money, please ensure your efforts are aligned with broader business objectives, based on high-quality thinking, and part of a well-rounded approach that includes long-term customer engagement and satisfaction.
Finally
A Conversion Rate Optimisation of 1 to 1 is your goal. For every person that visits your website you want them to become a satisfied and loyal customer. Stop messing about and get on with it. I am here to show you how and you know what to do – 01455 241405
Say hi and let’s have a chat
