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4 CRO Mistakes That Will Kill Your Bottom Line (and What to Do Instead)

Building a website using the popular content management system (CMS) WordPress is pretty easy.

After all, most reliable web hosting providers boast 5-minute WordPress installs.

Not to mention, applying a WordPress theme, installing and activating WordPress plugins, and publishing content is pretty straightforward, even for beginners.

The thing is, there’s a lot more to running a successful online business than building a cool looking site, having some products for sale, and publishing blog posts every now and then.

In fact, it goes further than driving traffic to your site to check out what you have to offer.

If you really want to succeed, focus on conversion rate optimization (CRO), which is improving your website to increase conversions, or the actions you want people to take while engaging with your website.

After all, it won’t matter how much traffic your drive to your WordPress site if no one responds to your calls to action and converts.

Whether you’re looking to build a bigger email list or generate more eCommerce sales, take a look at these CRO mistakes that will ruin your ability to grow and succeed, so you can avoid them at all costs.

1. Not Focusing on Page Loading Times

Did you know that 47% of consumers expect your web pages to load in 2 seconds or less?

Adding to that, Kissmetrics goes on to say that 40% of people will abandon your website if it takes more than 3 seconds to load.

Relying on site visitors to be patient while your content and images load is risky business, especially if you run an online shop that depends on sales.

And chances are, once someone decides to abandon your website, they will never return.

If you want to combat slow loading times, you can take several proactive steps.

To start, use a free online speed test tool like Google PageSpeed Insights to see just how fast your site loads. Simply enter your site’s URL and see what the results say.

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With this test, you’ll even get a list of actionable tips to help increase your site’s speed and performance.

Next, in an effort to compress images on your site and make load faster, try using the popular (and free!) WordPress plugin WP Smush.

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Bulk “smush” images, without losing any quality, so the files sizes become smaller, take up less room on your site’s server, and loading at blazing fast speeds for site visitors.

Lastly, ensure faster site delivery using a CDN, which is a popular feature amongst the top WordPress hosting solutions on the market today.

2. Only Conducting A/B Tests

Sure, split testing your website in a variety of ways is a great CRO strategy. But that’s all it is – one strategy for optimizing your website for more conversions.

If you think that A/B testing elements on your website, and making improvements, is the only way to boost conversions, you’re selling yourself short.

Not to mention, if you perform A/B tests on your website, and do it wrong, you’re actually going to harm your bottom line more than help it.

When it comes to split testing on your WordPress site, avoid these common mistakes:

  • Examining results too early
  • Not running the test for long enough
  • Testing too many variables
  • Not having enough site traffic
  • Failing to analyze the data using a tool like Google Analytics
  • Giving up after a few failed tests
  • Running more than one test at a time

Lastly, and most importantly, relying only on A/B tests to solve all of your conversion problems is never going to work. Use A/B testing as an effective and reliable tool, along with other CRO techniques.

3. Not Optimizing for Mobile Use

51% of all internet traffic comes from mobile devices like smartphones, laptops, and tablets. As a result, you should always optimize your WordPress site for mobile use.

The problem is, many website owners install and activate a responsive WordPress theme on their website and stop there.

And, since all quality WordPress themes are designed to be mobile-friendly, this isn’t hard to do.

But just because you implement responsive design using a theme, doesn’t mean mobile users have a good experience when they land on your website, which is a problem that will affect your conversion rates.

Not to mention, if your site isn’t mobile-friendly, you can expect your Google page rankings to suffer as well, which is going to negatively affect the amount of traffic coming to your site and your conversion rates..

If you aren’t sure whether your WordPress site is mobile-friendly, hop on over to Google and use their Mobile-Friendly Test tool. Just enter your site’s URL and see what Google has to say.

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In addition, follow these best practices to reduce the chances mobile visitors will abandon your site:

  • Design your mobile site to have smaller and more usable fonts and call to action buttons
  • Do not create a separate mobile website or you’ll hurt you site’s SEO
  • Use high resolution images so they appear clear and crisp on small screens
  • For sites with lots of video content, use the mobile-friendly YouTube platform
  • Include a “View Desktop Version” button
  • Always conduct A/B tests, especially on CTA buttons, to make sure people are converting

57% of people won’t recommend your business to others if your mobile site has a poor design.

That’s not something a business savvy website owner should risk. So, make sure your site renders on mobile devices in the best ways possible to ensure people on-the-go engage with your site and convert.

4. Poorly Designed Forms

Whether you want people to subscribe to your newsletter, download a lead magnet, request a consultation, or even buy a product from your online shop, one thing is true: poorly designed forms hurt conversion rates.

This includes design mistakes such as:

  • Multiple columns (that are especially hard to see on mobile devices)
  • Placing forms at the bottom of your site where many visitors will never see it
  • Not adding a standout call to action button
  • Using vague copy that doesn’t tell site visitors exactly what action to take
  • Using confusing CAPTCHA and causing a 3% drop in conversions
  • Not using conditional logic to shorten forms and personalize the experience

Adding to these design mistakes is the fact that long forms harm conversion rates.

In fact, according to this infographic by Quicksprout, reducing the number of form fields on your site’s forms to 3 can guarantee a conversion rate of 25%.

Take for instance expert Neil Patel, who is dedicated to getting you more traffic, leads, and sales. Even he uses 3 form fields on his own website’s contact form.


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If you have to have a long form on your website, consider using a beginner friendly WordPress contact form like WPForms to help you create a multi-part form for your site that’s still easy for site visitors to fill out.

For example, Uber needs to collect a lot of information from people looking to become drivers.

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By adding a “Next” button to their form, Uber makes digesting what has the potential to a long form easier to to do. This encourages more people to keep filling it out and ultimately convert.

And there you have it! 4 CRO mistakes to avoid at all costs if you want to continue growing as a business.

Whether you run a blog, an eCommerce shop, or a business site that promotes your company, getting people to convert is how you’ll establish yourself as an authority in your industry and make more money.

Take a look at your website and see which CRO mistakes you’re making, and make changes now so that people visiting your website will take the action you want them to.


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