How to fail conversion optimization: 10 bad tips



    We decided to write a harsh analytical post, and then turned everything upside down. Not serious about serious things. Friday, after all)

    Conversion Optimization Specialists are cool dudes who do cool things. But sometimes they are captured by myths and delusions.

    1. Follow the results of other people's tests.

    Did you read a case study or case study on someone’s blog with cool split test results? Make the same changes immediately on your site. What testing, competitors can get ahead!
    And if after a couple of months the director asks why there are 30% less requests from the landing, refer to the fact that you use Best practices.

    2. The more tests, the better.

    Test everything in a row: subtitles, buttons, fields in the lead form, the image on the fifth screen, social network icons, icons in the “10 company advantages” block, the signature “Call me” instead of “Request a call”, it’s not a sin to play with fonts. But pay attention to the color of the CTA button: this is where the outstanding potential for conversion growth lies.

    3. First of all, test the color of the buttons.

    Let different “gurus” write about the offer and value proposition. That's why they are scientists) You do not have time to think about such nonsense! In fact, it is necessary to influence the subconscious with the help of the psychology of color. Red did not work, try orange, like Sberbank. They have it, but what are you: worse, or what?

    And do not believe Morpheus.



    4. Entrust the conversion optimization to the designer.

    What does a marketer have to do with it? Anyone who designed your site better understands what needs to be done. And if envious people talk about UX and information architecture, plug them with the argument that the designer has a high artistic taste.

    5. Focus only on conversion rates.

    You probably met some tips about accounting for revenue, customer acquisition costs (CAC), and the lifelong value of one client (Lifetime value). Do not let yourself be confused! In this whole game of numbers, only conversion matters. Moreover, the conversion of the first level. Click on the bright red button "Leave a request", for example.

    6. Use the 3-click rule.

    Keep in mind that users perform a targeted action when it takes up to 3 clicks. If more, no one will wait. In the end, you have a conversion funnel, not an adventure quest.

    7. Tests are always right.

    It doesn’t matter what your traffic is, how many variables you are testing, elements of the first or third screen, two or four weeks. What you got, feel free to implement.

    8. Statistical validity? No, not heard.

    Wait 4 weeks? So you can lose the monthly bonus. Once you have received 100 transitions, rather run to report to the management: the offer “Order a tablecloth with Jack Daniels bottle as a gift” received 13.33% more applications than “Order a tablecloth with home delivery”.

    9. Tiny changes give explosive results.

    There’s a case in Neil Patel’s article when removing the “Security” badge increased the conversion of the selling page of the coupon site by 400% (!). Here's what to look up to. “Move” the VK widget, change the color CTA button to transparent, add a couple of reviews, and you will see that the essence is in the details.

    10. Cut back on everything you can.
    Short landing pages, short lead forms, short order forms convert better. Point. And do not look at the features of the product and the audience. Users have no time to read your footcloths. Landing is generally desirable to fit in one screen, then they will sort it out.

    Based on an article by Neil Patel.

    Share your experiences in the comments and what you think about all this. What “fakapy” would you add to the category of harmful tips for conversion optimizers?

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