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 find themselves in the thrall of myths and delusions.

1. Follow the results of other people's tests.
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Have you read a case study or case on someone else's blog with cool split test results? Immediately make the same changes on your site. What testing, competitors can get ahead!
And if after a couple of months the director asks why the landing applications have decreased by 30%, refer to the fact that you are using Best practices.

2. The more tests, the better.

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

3. First 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. Did not work red, try the orange, like Sberbank. They have, and what are you: worse, or what?

And do not believe Morpheus.



4. Entrust the conversion optimization to the designer.

What does the marketer have to do with it? The one who designed the site for you, better understands what to do. And if the envious will talk about UX and information architecture, plug them with the argument that the designer has a high artistic taste.

5. Focus on conversion rates only.

You probably met tips about accounting revenue, customer acquisition costs (CAC), lifetime customer value (Lifetime value). Do not be confused! In this whole game of numbers, only conversion matters. Moreover, the conversion of the first level. Click on the bright red “Leave Application” button, for example.

6. Use the “3 clicks” rule.

Keep in mind that users take 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 traffic you have, how many variables you are testing, elements of the first or third screen, two or four weeks. What got safely embed.

8. Statistical accuracy? No, not heard.

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

9. Tiny changes give explosive results.

The article by Neil Patel has a case when removing the Security badge increased the conversion of the selling page of the coupon site by 400% (!). That's what you need to be. “Move” the VC 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. Reduce everything you can.
Short landings, 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 "foot wrappers". Landing is generally desirable to fit into one screen, then sort it out.

Based on an article by Neil Patel.

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