Is CRO the Biggest Failure on the Web?

Posted by SiteTuners on 20 August 2014 | Comments

Tags: ,


In an episode of Sales Lead Management (SLM) Radio, host Jim Obermayer picked SiteTuners CEO Tim Ash’s brain on the different chapters of the book Landing Page Optimization. Tim talked about why you should be focusing on conversion rate optimization (CRO) instead of driving traffic to your site. 

Here are the highlights of the "Conversion Rate Optimization - the biggest failure on the web" interview:

What do you mean by “The Myth of the Perfect Conversion”?

The assumption is everybody that shows up at your web site is ready to transact with you right now.

But that’s not the case.

There are the different stages in the buying process or the consideration process. And we are all affected by the Greedy Marketer Syndrome. We squeeze the bottom of the sales funnel for leads or sales to come out.

What we’re not doing very well is supporting the people higher up in the funnel who are just discovering you or are not sure about your brand or your product offerings. Or worse yet, if they’re in an even earlier stage, they’re not sure what their problem is. They just have a pain, and they want to get rid of it but they don’t know how. A good conversion strategy will support that - it will support with content every part of that buying process so you can slide them down the sales funnel instead of just trying to squeeze the bottom of it.

So you really encourage people to map out how someone buys, how you sell, and how you create the web page to contribute to that?

Thirty years ago I studied with Prof. Don Norman at UC San Diego who literally wrote the book on user-centered design. I’m still surprised that, after all this time, most people are focused on the wrong thing. We’re focused on our company and this inside-out view of the world. Instead, we need to focus on whether the needs of the visitors are met and to try to walk a mile in their shoes with all the baggage, the information, the confusion, and the lack of attention that they’re bringing. Then, you’ll create a good web experience for them, and that will ring your cash register more often.

good conversion strategy

Why doesn’t the average digital agency spend more time on conversion?

The problem with digital agencies is that they’re jack-of-all-trades, master of none. And where they get their bread buttered is by spending your money on media dollars, and not necessarily on the accountability of whether or not  something is paying off and what’s happening to the bottom line. Agencies that are performance-based are the ones who are all over CRO because their goals are very much aligned with their clients’ goals.

Chapter 3 of your book is "The Matrix -Moving People to Act," specifically roles, tasks, and decision-making process …

The matrix is the notion of getting the right people through the right activities in the right order. It’s a way of doing an inventory to make sure you’re meeting the needs of all the important roles of people coming to your site - whether it’s a prospect, an existing client, or members of the media.

Then they have specific tasks. For Example, someone coming to an airline web site might want to change their flight, check their schedule, or change their seat – those are the specific reasons they’re there. Then there are the stages of the sales funnel – awareness, interest, desire, and action.

By doing this disciplined audit – checking if you’re supporting the right people to get them to the right activities in a stress-free way – you make sure there’s nothing missing on that rope bridge that you’re trying to create across the chasm.

I get frustrated every week when I’m on some of these sites and I’m trying to register for or buy things. It’s like nobody took the customer’s POV in designing these things.

Marketers use a lot of jargon. We fill in a lot with our expert knowledge of our web site. The problem is, most people are novices - they show up at our web site, and they bring their own baggage, their ignorance, and their very short attention span.

On the web, people have the attention span of a lit match. If you’re not taking into account that my phone is ringing and I’ve got to pick up the kids in an hour, then you don’t have the context of my experience. You have to design for the ADD world that we all live in.

What kind of an ROI can people expect from CRO?

Let’s just say that conversion rate optimization is probably the highest payoff online marketing activity you can and should be doing. ForeSee Research did a study, and CRO was rated as the number 1 thing that people are working on right now. It’s a force multiplier - it affects all of your traffic-driving activities and amplifies the profit from all of your channels. And it’s something you can do unilaterally by fixing your own site and landing pages. It’s a competitive advantage as long as your competitors aren’t smart enough to do the same.

Listen to the entire interview where Jim Obermayer and Tim Ash also discuss the 7 Deadly Sins of Landing Page Design. 

'Want to optimize your conversion funnel but don't know where to start? Find out how we can help you with conversion rate optimization

 
Sites generating more than $1 million
 
Sites generating less than $1 million

Recent Blog Posts:

Local Optimization Drives Conversions, But Your Local Page Won’t

Posted by Tim Ash on 15 August 2014 | Comments

When people in the online marketing community talk about the mobile shift, they usually do so in the context of one of these three things:

comments | Read the full post

FREE Webinar: Unlocking Mobile Conversions with Charles Nicholls

Posted by SiteTuners on 13 August 2014 | Comments

It is becoming more and more imperative for marketers to understand how users behave on mobile. It is expected that 83 percent of internet usage will be done on mobile by 2015. SeeWhy shared facts about mobile device usage that digital marketers need to Unlock Mobile Conversions.

comments | Read the full post

Balancing Optimization and Web Development

Posted by SiteTuners on 11 August 2014 | Comments

Kevin Eichelberger, founder and CEO of Blue Acorn, says that optimization is not given enough weight in design and development. He notes that in many companies today, optimization is done after the fact, when ideally, optimization techniques should be incorporated throughout the decision-making process.

comments | Read the full post

Tim Ash to Keynote the Integrated Marketing Virtual Conference

Posted by SiteTuners on 4 August 2014 | Comments

Despite the dizzying pace of advances for the technology-laden side of marketing - from marketing automation to multi-device tracking, from basic clickstream tracking to personalized conversion-centered campaigns, one thing anchors our efforts as marketers - the brain.

comments | Read the full post

3 Reasons You Should Be Collecting E-mail Addresses

Posted by SiteTuners on 2 August 2014 | Comments

Jeremy Schoemaker, founder and CEO of the ShoeMoney Blog, relates that several years ago, when somebody told him that he needed an e-mail list, he thought he was too good for it. Now looking back, he thinks his notion of being too good for an e-mail list was the dumbest...

comments | Read the full post

Are Your Graphics Getting In the Way of Your Users?

Posted by Tim Ash on 30 July 2014 | Comments

The thing with websites is that you can’t just focus on how beautiful you can make them.

comments | Read the full post

7 Ways CRO Can Help a Business Grow

Posted by SiteTuners on 28 July 2014 | Comments

Sean Ellis, the guy who coined “growth hacking” and CEO of Qualaroo, notes that some businesses still do not do CRO at all. Likewise, some who do CRO do not do it to the extent that they should.

comments | Read the full post

Increase Your Site Conversions With the Right Color

Posted by Tim Ash on 25 July 2014 | Comments

The colors you use throughout your website and for your calls to action can have a profound effect on conversion rates. Here are some tips to help you use color to boost sales and return on investment.

comments | Read the full post

Content Marketing Trends, Pitfalls, and Success Tips: An Interview with Andy Crestodina

Posted by SiteTuners on 23 July 2014 | Comments

With content marketing considered a top priority for digital marketers everywhere, we knew we just had to catch up with Orbit Media’s Andy Crestodina. He was one of the top-rated speakers at last month’s Conversion Conference in Chicago, and is a go-to resource person for anyone struggling with getting results...

comments | Read the full post

Copyright © 2004-2014. SiteTuners.com. All Rights Reserved. Facebook Linkedin twitter Find us on Google+ contact us