{"id":3930,"date":"2020-10-14T17:08:08","date_gmt":"2020-10-14T15:08:08","guid":{"rendered":"https:\/\/www.agconsult.com\/en\/?p=3930"},"modified":"2024-10-24T15:54:30","modified_gmt":"2024-10-24T13:54:30","slug":"5-cro-myths-you-should-know-about-and-tips-to-do-it-right","status":"publish","type":"post","link":"https:\/\/www.agconsult.com\/en\/usability-blog\/5-cro-myths-you-should-know-about-and-tips-to-do-it-right\/","title":{"rendered":"5 CRO myths you should know about – and tips to do it right"},"content":{"rendered":"
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Many companies invest a lot of time and money in CRO and growth marketing. But often they don\u2019t get the results they were hoping for. Karl talks with Andr\u00e9 Morys, CEO of German CRO market leader KonversionsKRAFT. They talk about common pitfalls of conversion optimization, and how to avoid them.<\/p>\n <\/div>\n <\/div>\n\n\n\n

The biggest obstacle in conversion optimization? Company culture!<\/strong><\/h2>\n\n\n\n
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\u201cThe biggest challenge is to change company culture to make sure experimenting and testing become a second nature.\u201d
Andr\u00e9 Morys<\/span><\/em><\/p>\n<\/blockquote>\n\n\n\n

In many cases, conversion optimization fails because of company culture.<\/strong> It\u2019s an inconvenient truth, but many optimizers will recognize it.<\/p>\n\n\n\n

Karl had a talk about this with German CRO specialist Andr\u00e9 Morys<\/strong>, CEO of KonversionsKRAFT and – like Karl – a popular keynote speaker at international conferences.<\/a> <\/p>\n\n\n\n

In this interview, they look at the cause of optimization troubles in many companies. And they give you tips to make sure your conversion optimization succeeds.<\/strong><\/p>\n\n\n\n

The hardest challenge, according to Andr\u00e9 Morys?<\/p>\n\n\n\n

Changing the company culture to create room for CRO.<\/strong><\/p>\n\n\n\n

Watch the interview, listen to the podcast or read the blog post<\/h2>\n\n\n\n

Watch Andr\u00e9 and Karl\u2019s conversation<\/a> about CRO and the obstacles and challenges companies are facing to do it right. Or read on about the most common pitfalls of CRO and how to avoid them.<\/p>\n\n\n\n

Pitfall 1: You\u2019re not tweaking the right things<\/h2>\n\n\n\n

“Many CRO specialists are tweaking bullshit”, Andr\u00e9 says.<\/p>\n\n\n\n

The color of this button, the shape of that button, the design of the navigation bar, icons, \u2026 Too often, the focus is on the wrong things.<\/strong><\/p>\n\n\n\n

Wrong?<\/p>\n\n\n\n

Well, yes, because your user couldn\u2019t care less about those rounded corners on your button.<\/strong><\/p>\n\n\n\n

These kind of tweaks has no impact on the success of your business.<\/strong> These changes rarely lead to more sales, more requests for offer or more happy customers.<\/p>\n\n\n\n

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Your user couldn’t care less about rounded corners on your buttons. To have a real impact on the visitor’s behavior, you need to do more than just change the outer layer of your web pages.<\/p>\n<\/blockquote>\n\n\n\n

To make sure your visitors become customers, you have to change their behavior.<\/strong><\/p>\n\n\n\n

Playing with your website design or following the latest design hype can\u2019t do that. On the contrary: some trends in web design can even be harmful to your website.<\/a><\/p>\n\n\n\n

To have an impact on visitor\u2019s behavior, you have to do a lot more than changing the outer layer of your webpages.<\/strong><\/p>\n\n\n\n

So, what is that?<\/p>\n\n\n\n

\u2022 Give your visitors what they want
\u2022 Write your copy starting from your users’ point of view
\u2022 Take away friction (why aren’t people buying from you?)
\u2022 Use psychological persuasion techniques<\/p>\n\n\n\n

This is the essence of a successful CRO strategy<\/a>: based on user research, change the things that have an impact on your visitors\u2019 behavior.<\/strong><\/p>\n\n\n\n

Pitfall nr 2: you are doing A LOT of AB-testing, but not the right ones<\/h2>\n\n\n\n

When AB-testing<\/a>, it\u2019s not quantity that counts, but quality. Especially when the number of AB-tests you can run on your website is limited.<\/p>\n\n\n\n

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“When you\u2019re testing random things, you won\u2019t learn anything. You can do thousands of AB-tests, but if it is not the right tests, you won\u2019t gain anything.”<\/p>\n<\/blockquote>\n\n\n\n

AB-tests should measure how much behavioral change your variation will make.<\/p>\n\n\n\n

The impact<\/strong> of this kind of test is about 5 times bigger<\/strong> than tests about your website\u2019s design. And yes, they mostly need more preparation (because you\u2019ll need user research<\/a>), but this is justified because their impact is much more significant.<\/p>\n\n\n\n

This is what Andr\u00e9 Morys calls \u201cbehavioral contrast\u201d<\/strong>.<\/p>\n\n\n\n

If the variations you\u2019re AB-testing have no impact on behavior or psychology of your visitor, they rarely give significant results.<\/p>\n\n\n\n

And that\u2019s exactly what we often need to do. Because most websites do not have enough visitors to measure the impact of small changes with statistical certainty.<\/p>\n\n\n\n

Pitfall nr. 3: You\u2019re only pretending to be customer-centric, but you\u2019re not. Not really.<\/h2>\n\n\n\n

When you\u2019ve heard Karl talk, you probably know these figures:<\/p>\n\n\n\n