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13 Fatal Conversion Rate Optimisation Mistakes That Kill Your Business


Ever wondered why visitors abandon your website without converting? Or do you sometimes wonder why your site attracts so much but has low conversion rates? If you do, then it’s time you consider if you’re guilty of making some conversion rate optimisation mistakes. Conversion Rate Optimisation (CRO) has grown in popularity, and it has become one of the most essential factors in generating money over time.

The goal of CRO is to learn more about the factors at hand and encourage visitors to perform more of a specific action, such as making a purchase, filling out a form, or requesting a free consultation. 

CRO Mistakes You Might Be Making Right Now

To help save you time and money, here are some of the most common conversion rate optimisation mistakes marketers make. It’s important to remember that conversion rate optimisation is based on data and statistics, not assumptions and guesswork. As you test, tweak and improve your marketing efforts, keep these mistakes in mind. 

1. You test based on assumption not data


It’s tempting to base your judgement on assumption or guesswork but no matter how tempting it is, resist the urge to do so. There are highly effective CRO tools to help check certain aspects of your website to understand why people aren’t converting. Don’t make a hasty decision because you’re in a hurry to get the work done. 

While you might think it’s the colour or images that are drawing their attention away when it could be something else like the page load time. Always test based on data and not your gut feeling. When it comes to CRO, don’t rely on assumptions to optimise your site. Always back it up with data and research. With thorough research and analysis, you can figure out the problems and come up with solutions. You’re better able to measure, track and monitor your results. For example, you can leverage Google Analytics to understand your customer’s interests and customise your site based on their behaviour. 

2. You confuse CRO to A/B Testing

Another conversion rate optimisation mistake that could be costing you is thinking of conversion rate optimisation as A/B testing. Yes, the two are synonymous but they are different. Thinking they are the same is like calling a circle a triangle. While A/B testing is a sort of CRO, it is only one of several tools available. A/B testing compares one variable to another to see which works better, whereas CRO encompasses a wide range of testing approaches aimed at getting your website users to do a certain action.

CRO includes:

  • A/B testing 
  • Usability testing
  • Customer journey mapping 
  • Event-triggered emails
  • Personalization 
  • Content optimization 

Don’t limit your website’s potential by relying solely on A/B testing.

3. Ignoring User Behaviour

A lot of the time, marketers focus only on the ‘what’ of the problem and not the ‘why’. If you notice users aren’t clicking, do you know why they aren’t? Why are they abandoning their cart? Why are they failing to sign up for the webinar or join your mailing list? 

Failing to ignore user behaviour is a common CRO mistake you could be making without even realising it. Use CRO tools like heat maps and Woopra to check user behaviour to find out why they aren’t converting. 

Run an exit-intent campaign to see whether all they needed was a little extra motivation, and look at your analytics to see where they went if they didn’t click the button you intended them to. Understanding the what and why makes your campaign more effective. 

4. Failing to Have Your Call-to-Action Above the Fold

Another conversion rate optimisation mistake you’re making is failing to include a call-to-action (CTA) above the fold. What this indicates is that you haven’t given the visitor an idea of what action they should take when they first get to a page and when they finish. It’s important you put a form to fill or a button above the fold so the user knows exactly what to do.

5. Failing to Optimise For Page Speed


If visitors are unable to access the landing page, page speed could be a factor. Page speed is important when it comes to conversion rate. We don’t like dealing with websites that take a long time to load. A slow website is one of the things that can irritate your first-time visitors and regular clients. According to studies, website visitors expect a site to load within two seconds. The time it takes for a page to load can be a big factor in a high bounce rate. To improve your page speed, you can do the following: 

  • Evaluate your site speed by using tools like Google PageSpeed Insights
  • Reduce and optimize your image sizes 
  • Minimise your CSS/JS and HTML files
  • Enable caching using an advanced caching system

6. Not Optimising for Mobile

If you’re failing to optimise for mobile devices, you’re making a big CRO mistake. Users are constantly glued to their mobile devices so you need to make sure you’re thinking about mobile-first. Mobile users consume content differently – they might anticipate different types of conversions, such as phone calls versus form fills.

You could be penalized for not having a mobile-friendly website. A non-mobile responsive website can also affect your ranking and you can lose 5-30% of your leads. You can keep mobile shoppers by providing them with a seamless purchasing experience with responsive web pages.

7. Lack of Trust Elements


Customers desire to do business with you or use your services. But how do they know they can trust you? 49% of grocery shoppers use online sources when making their purchase decision. Online buying is risky; if people don’t trust you, they will hardly buy from you. Due to the increasing number of security threats, customers are becoming more suspicious of websites. 

To avoid any form of mistrust, do the following:

  • Keep your website up-to-date
  • Add security certificates
  • Add testimonials, reviews, case studies 
  • Display contact details

8. Low Quality Content

When visitors come to your website, content plays a critical function in engaging them and helping them comprehend your product or service. Since Google analyses the authenticity of your material, including its backlinks, before indexing your page, quality content helps you rank better in search engines.

Bounce rates are reduced with well-written content, and customers begin to trust your business or opt to purchase your products. Also, users don’t hesitate to share high-quality, dynamic, and engaging information.

9. Lack of Visually Appealing Images

Users may only understand or virtually “feel” your product through photos, unlike in physical stores. Studies reveal that websites with images get more views. 

  • Add high quality images
  • Provide 360 degree view of images
  • Provide in and out options
  • To humanize your website, use real-life pictures

10. You only Optimise what isn’t performing well 

It’s a common blunder to focus solely on what isn’t working. We want to highlight what isn’t working as marketers and salespeople. Although this is critical, it is far easier to transform anything from good to exceptional once it has gained traction. Don’t be scared to experiment with CRO strategies on high-performing sites to see how far you can go.

Don’t only concentrate on improving the marketing assets that require the greatest attention. The lowest-hanging fruit is frequently pages that are currently doing well in terms of traffic and/or leads and, when improved further, can result in considerably larger lifts.

11. Lack of Strategy


Your plan serves as a map for you. You’ll become disoriented if you don’t have it. You must know where you are heading and how you will get there.

One of the top issues for online marketers, according to this study conducted by eConsultancy, is a lack of strategy. Indeed, in the survey’s open-ended question, it was the most commonly used word.

The issue that many marketers have is that each CRO campaign requires a completely different methodology. It’s the same with your campaigns. They must be personalised to certain audience segments and optimised based on the responses of that segment.

12. Not Understanding Statistics 

One of the biggest blunders you may make is to rely on your lack of statistical understanding. If you didn’t know, statistics are the foundation of CRO; if you don’t fully get it, you won’t be able to effectively execute your tests, which could result in terrible outcomes.

13. Writing Ad Copy that Doesn’t Match The Message On Your Landing Page 

Another common CRO mistake is writing an ad copy that’s different from what you have on your landing page. Most businesses have ad copies targeted to different buyer personas. A car dealership may be targeting terms such as “used cars” or “cars for sale UK”. In trying to save time, some marketers and advertisers use a few landing pages for everything.

The problem with this approach is that you end up with landing pages that don’t match your ads or demographics. Users will be confused if your ad copy says one thing and your landing page another thing. This reduces the chances of your ad showing. Rather, create a unique landing page for your ads. It might take time but it’s worth it. 

Key Takeaways

CRO is never a simple process; failure is unavoidable, and success requires you to learn from each test you do. Most of the above CRO mistakes are overlooked by marketers since they don’t appear to be dangerous in the first place. 

However, if such errors are not addressed promptly, they might have a negative impact on your conversion rates over time.

By avoiding the pitfalls we’ve mentioned above, you’ll save a significant amount of time and money. It’s worth mentioning that these aren’t the only conversion rate optimisation mistakes you will make, but they are the most common. 

Have you ever made any of these mistakes? Do you know of any more CRO mistakes that we didn’t mention? Let us know in the comments section below.

Ready to optimize your pages for search? Give us a call to get started. 


CRO is important because it allows you to make the most of your current visitors and traffic. This makes your marketing more effective because your attention is on those who are already there and have shown some interest rather than trying to reach people who may not be interested in your product/service.

There isn’t a single answer to this. However, a good conversion rate depends on your industry, what you’re converting and your intended goal. 

Some of CRO best practices include: 

  • Ensuring that tests are set up
  • Ensure that your tests run for a sufficient amount of time
  • Verify the accuracy of your test results

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