Conversions, conversions, conversions: how many times per day we hear those fancy words?
Every marketer is supposed to optimize conversions, there isn't one single Marketing meeting in which marketers skip the talk about conversions. I must admit that Conversion Rate Optimization is a very inflated word; many times it is either overused or misused.
How many times you brainstormed about ideas to boost conversions of your marketing landing pages and someone started to talk about the color of the CTA having the strong argument that we should test red color versus the current blue color? Admit, many!
There are thousands of books and articles about Conversion Rate Optimization in which you can find growth hacks. But today I want to share with you two fundamental concepts about Conversion Rate Optimization.
1. Size matters
Nothing new, we know that size matters. In this context, size means amount of traffic you get on the page you want to optimize. If your landing page gets 100k visitors per month, you might test something different compared to what you would test having 1 Million of visitors per month. Google once tested 50 shades of blue to figure out which link color could get most of the clicks. If you are getting 100k per month and want to test the color of your CTAs, your test won't get significant because you are not Google! Testing fonts size, CTA colors, fonts types won't bring you anywhere because you don't get enough traffic to see strong conversions uplift.
To summarize: what to test for the Conversions Rate optimization depends on the amount of traffic you get on your page and on the stage of your company. Low traffic + minor changes = no CVRs uplift.
2. Look at big picture
If your company is still on a growth phase, minor CVRs uplift won't have your boss clapping his/her hands unfortunately. If you get 1% CVR uplift on a page getting 10k users, the contribution to the business is okish but won't be mind blowing.
Having saying that, the recommendation would be "look at the big picture". Test ideas that will change the users' flow for example: instead of sending users to page X, send to page Y and see how they convert. Don't get stick to "let's change the color of the CTA". Look for game changers especially if your company is still on this growth phase where not so many tests have been conducted.
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