CRO is About Being Human

May 7, 2021

Conversion Rate Optimization - Its More than Just Data Analysis

 
Conversion rate optimization is about far more than data. The data you get from testing is the end result of conversion rate and split testing. Before that, a whole host of skills, insights and techniques come into play in order to develop a web page that is worth testing.
 
Conversion Rate Optimization services comprise a vast and difficult discipline that is, at its very heart, about psychology. It's about Humanity. Its about user experience. It's about telling a great story. It's about making your customer the hero. It's about solving problems. Its about allowing your website visitors to form conclusions, not about beating them over the head with proclamations.
 
It's about talking about benefits and not features. It's about making your point as quickly as possible. It's about using good colors. Its about making your messaging as clear as possible. Its about making it as easy as possible for customers to do business with you. It's about making sure your fonts are readable. It's about great site structure and navigation. It's about making sure you have value propositions. It's about making sure your headline is dynamic. It's about making sure you have calls to action.
 
It's about making sure that you have an outstanding offer that no one else is offering. It's about emotional marketing. It's about reducing friction and anxiety. It's about establishing Trust. It's about a web page existing as a hypothesis, not a guess. It's about sales. It's about sectional flow. Its about optimizing for the customer's thought sequence. It's about cohesion. It's about yes signals. It's about single factorial. It's about multi variant. It's about statistical significance. Its about respecting your customer's time. Conversion rate optimization is all of that, and much more.
But more than all of that, it's about you. You as a marketer. It's about you changing the way that you approach customer communications and offers. It's about you, changing the way that you think about sales copy. It's about you, stepping away from your own selfish desires and stepping into the shoes of your potential customers. It's about you, learning to empathize with how a stranger consumes your web pages and sales copy. It's about you, delving deep into your customers minds in order to find out why they say yes to one offer, and no to another, and doing everything possible to optimize your approach in order to be the yes instead of the no. I really feel that it's just about you becoming a better person.
 
And if you can get even close to mastering CRO, you will not only be a more successful SEO and marketer, you will reap benefits in nearly every aspect of your life. Your relationship with your boss and employees will improve. Your relationships with your friends will improve. Your presentations will improve. Your communications with leads will improve. Your sales calls will improve. Your relationship with your life partner and children will improve. Your emails and chats will improve.
 
If this sounds like I am selling CRO to you, your'e right. Its nothing short of Metanoia.

Common misconception 

Red call to action buttons do not in and of themselves increase conversions.

There isn't anything magical about red call-to-action buttons. Red CTA buttons only work to increase conversions if they are the only red item on the page.

I have seen quite a number of websites lately, a few of them belonging to members of this group, that are misusing this conversion rate optimization technique.

You want your call to action button to be a different color than anything else on the page. That could mean a green button or a yellow button or an orange button or even a black button.

The reason this technique works is because of something called Gestalt psychology. In the image below, what do you see first? You see the red Jelly Bean. It pops out and draws your eyes to it.

It's also worth mentioning that colors can be successfully employed in a wide variety of other techniques to help control user eye path

Simple CRO Hack

One of the simplest CRO hacks. Remember, a technique like this only works if there's nothing else on the page that is red.

Improving your conversions with colors

The sociological differences between color preferences is a whole branch of study unto itself.
In a survey on color and gender, 35% of women said blue was their favorite color, followed by purple (23%) and green (14%). 33% of women confessed that orange was their least favorite color, followed by brown (33%) and gray (17%).
Other studies have corroborated these findings, revealing a female aversion to earthy tones, and a preference for primary colors with tints. Look at how this is played out. Visit nearly any e-commerce site whose target audience is female, and you’ll find these female color preferences affirmed.

Colors are an important consideration with respect to conversions. Here's a chart that's similar to the one I first saw in my freshman year of college. What emotions are your web page colors evoking?

Robert , founder of Nimbus Marketing, with his family on the porch of their Westchester home
Robert Portillo, founder of Nimbus Marketing, and his family.

About the author:

Robert Portillo is the founder of Nimbus Marketing. Nothing satisfies him more than expressing his thoughts well. He lives in Los Angeles with his wife and two sons. He can often be found at local farmer’s markets, hiking trails, and the beach.

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