15 Ways to Make Your Conversion Rate Optimisation Programme Fail!
#1 – Implement your optimisation tags asynchronously, preferably through a tag management solution (TMS)
#2 – Have completely unrealistic expectations from the outset – i.e. Aim to improve conversion to order by 100% or launch one new test every two days
#3 – Involve lots of stakeholders in the decision making process
#4 – Don’t nominate one main point of contact responsible for all things CRO in your organisation
#5 – Don’t bother with planning tests thoroughly – just build the test as you go
#6 – Push the test live asap irrespective of if the test has been put through quality assurance (QA) – it’s all about speed right?
#7 – Don’t use any analytics data to fuel your optimisation programme
#8 – Ensure each test is tactical – who needs a strategy or AB testing roadmap, right?
#9 – Have a vague picture in your mind of how the test will look – don’t worry about creating mockups for the test – there’s especially no need to consider how the test will look on different device types (tablet, mobile etc.)
#10 – Stop the test as soon as it looks like one experiment is outperforming the rest, regardless of its statistical significance
#11 – Remove underperforming experiments from the test as soon as their conversion rate drops below the control
#12 – Once the test has been launched don’t check that data is coming in as expected on a regular basis
#13 – Never focus on return on investment (ROI) – every test should focus on small, almost insignificant user experience changes
#14 – Don’t test in the funnel – it’s such an important part of your site that it should be left alone 🙂
#15 – When a significant positive result is acheived through a test don’t evangelise this throughout your business – keep it to yourself – you’re just going to set unrealistic expectations for future tests if you tell everyone
Just to be clear – please don’t do any of the above if you’re looking to run a succcessful optimisation programme!
Author: Phil Williams
Phil is the founder of CRO Converts. He has had the opportuntity of creating successful testing and personalisation strategies for many of the UK and Europe’s leading brands.