November 4, 2013

Mythbusting: 7 Conversion Optimization Myths To Ignore!

Conversion is the key for an e-commerce business. Conversion Rate Optimization (CRO) is identifying the reasons of low conversion and fixing it. When you want to optimize the conversion rate, implementing various best practices and techniques, the results will fourfold the revenue and footfalls for e-commerce store.

Let’s bust some of the old myths in regards to the conversion optimization below:

1. Visitors hate reading!

It’s an old school thought that users and visitors don’t like to read the content while purchasing online. It is believed that they will like to skip the instructional emails, long block of texts, headline etc. This is true! However, this is not true always! Assuming your readership to like only short content might be risky for conversion. Many e-commerce stores use long copy of content on few landing pages and they attract a higher conversion. Try to keep the content structured with right bullets, images, headings, links etc. and avoid jargons, labyrinths and scattered text.

2. Visitors don’t scroll!

Certainly, not everyone scrolls and likewise not everyone sticks to above the fold. Having a mental block of designing everything above the fold might make your conversion crowded. Packing a bunch of content in small place might create confusion and decrease conversion. Try to break the content into two pieces; one which is important should remain above the fold while others with less importance can be placed below the fold. CX partners ran over 800 tests and found only 3 occasions where the fold came as a challenge.

3. Social Proof boosts conversion!

Yes, that’s true! Social proof is one of the amazing ways to develop trust amongst your customers and we have been propagating it for a very long time to all our e-commerce customers. However, this should not let you think it’s a magic broom! Test what works best for you. Money supermarket used prices against consumer ratings and prices gave a much better result. Likewise, DIYthemes acquires more sign-ups through a simple form against a form which explicitly had already subscribed members counter! Test! Test! Test!

 4. Conversion is about calls to action!

Conversion doesn’t just happen from calls to action. The success factor of conversion depends on multiple things and not just a red button in the center or above the fold line. Conversion might hamper due to slow speed of your e-commerce site. Possibly, the tags used confuse users to believe you offer a product that doesn’t match their requirements. Convoluted checkout and lengthy conversion process will also hamper the conversion. Other factors that become a challenge to successful conversion you’re your business policies, product availability, industry slowdown etc. And finally, calls to action are not visually pleasing or are placed in a wrong place! All of them together can hamper conversion.

5. Conversion Optimization Rate is the queen of hearts!

Certainly accede that CRO is one of the important metrics but let’s bust the myth that it is the most important metrics of all. Other important metrics that should concern you are: bounce rates, recency, visitor’s loyalty index, browser and resolution percentage, email capture ratio, average number of cross sell/up sell per visit etc.

6. Conversion comes from visitors!

Conversion, normally happens when the visitors to your store engages in buying a product. However, conversion also comes from feedback and surveys. Understanding what your prospects need through a customer survey and then customizing the products and store based on their needs will increase the conversion and repeat purchase as well.

7. Redesign is a quick fix!

Redesigning the merchandising or overall e-commerce site isn’t always the pain area, and certainly not a quick fix. Design is just one of the elements that can affect conversion. There is a lot more that pinches! Conceive of a scenario where you have redesigned the site, but the need of an hour was to increase the alternative payment options or provide a free shipping or increase the product availability. In such a case, the redesign will just be an additional pinch to the pockets!


Summing up, optimizing the conversion rate is vital and to do so debunking the myths is as much vital. Be an open thinker, test more and evaluate the results timely for a fruitful conversion, long lasting customer relationship and higher retention rate!

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