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Getting more traffic isn’t much use if your website isn’t turning that attention into customers.
In this episode, we dig into some of the most common conversion rate optimisation mistakes businesses make, from changing the wrong things to relying on generic CRO best practices without properly understanding why customers aren’t converting in the first place.
We discuss how to diagnose where conversion is actually breaking down, what businesses should look at before jumping into a redesign, and why seemingly small issues across messaging, offers, customer journeys and user experience can have a significant commercial impact.
We also explore the role of customer research, how to prioritise CRO opportunities, and why conversion shouldn’t be treated as an isolated website problem. Paid media, creative, messaging, analytics and the wider customer journey all influence whether somebody ultimately buys.
If you’re responsible for growth, marketing, ecommerce or website performance, this episode will help you think more clearly about what’s stopping customers from converting, and what you should fix first.
In this episode:
- The CRO mistakes businesses repeatedly make
- Why a low conversion rate isn’t necessarily a design problem
- What to investigate before changing your website
- Why blindly following CRO best practices can backfire
- How customer research improves conversion decisions
- How to prioritise tests and opportunities
- Why CRO needs to connect with the rest of your marketing funnel
