CRO, conversion rate optimization or conversion optimization. Whatever you call it, it’s currently hot. Very hot. Because who wouldn’t want to earn more with the same number of visitors? Conversion optimization is often approached incorrectly… In this article, I’ll show you how not to do it. But more importantly, how it must be done. Step by step.
CRO is not about button colors!
Do you recognize yourself? You read an article in which Company X increased its conversion rate by 50%, by changing the color of the call-to-action button from red to orange. You happen to have red buttons on your site as well. So you set up an A/B test to see whether orange buttons would work better for you. In the worst case, you don’t even do an A/B test and you just make all your buttons orange in a hurry. Let the money roll in!
But what happens? Nothing. Absolutely nothing. No difference at all.
And so you decide: CRO doesn’t work! Wrong. CRO works ridiculously well. Only not that way.
How should you do it?