With Spooky Season well underway as we head into October head first, when it comes to CRO, everyone seems to be looking for quick fixes and how to optimise their conversion rates as quickly as possible. So here, we have listed out a few spooky tricks and treats, on how to best optimise your conversion rate. 

Are Phantom metrics haunting you?

If more visitors can convert into customers, that’s got to be a good thing right? Well, not always. It can be deceptive. Just like Phantoms. They look real, but can just all be an illusion. Which is exactly what CRO metrics can be. You could be looking at some rather scary figures, of your conversion rates rising but sales falling. This could contribute to the fact that you may be receiving more new customers to your website, but they could be spending less, so your AOV goes down. However, the conversion rate metric can always confuse you when the opposite happens, in gaining fewer customers but having them spend more. 

The way to avoid being misled by the conversion metric is to pick a solid metric. The perfect choice is RPV or Revenue per visitor. It will be the only metric that tells you whether your web changes are going to bring in more money as well as more customers, therefore increasing your CRO. 

Avoid skeleton services

For CRO to be done correctly and efficiently, it needs a fully-fledged experienced team to complete the job. They need skills in data analysis, research, knowledge of software tools, coding and programming. Both the project manager and team need to know how to co-ordinate a plan in order to get the best results. So you must be careful not to hand out the optimisation of your website to anyone. A skeleton service will not be able to provide you with the work in order to get the results you’re looking for, so it is always important to choose your service companies carefully. 

Avoid new website horror stories

Making the smallest of changes to your website, be it landing pages, little changes to your home page, or even changing your whole website and creating a new one should always see a rise in sales. However, this may not always be the case and could see it turn into more of a nightmare. Remember when Marks and Spencer’s new website went live in Spring 2014? Sales plummeted. You want to make sure that the same fate doesn’t fall onto you. So, make sure that you get your current site tested and benchmarked first, in order for you to easily go back and fix things if the worst were to happen. It is also advised to read the signs to make sure it’s statistically valid before making a brand new page and publishing it live. These precautions are known as Conversion Rate Protection. 

If you are looking for any advice or help, simply contact Colewood team for any advice with anything that you may need.

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