When Conversion Optimization Best Practices Fail
There are many, many, many lists of conversion optimization best practices. Some are sacrosanct:
- Sliders distract – you should get rid of them.
- Everything needs to be shorter – cut stuff out.
- Just make the button bigger!
These practices often come from broad trends observed over many experiments and they highlight what usually and typically works. Often, they’re tapping into a kernel of persuasion wisdom.
But there’s a problem: just because it usually and typically works, doesn’t mean it’ll work for you. Websites have different target audiences, different marketing, positioning, pricing, product selection, seasonality. Your industry may be atypical. Mostly, it’s just all relative:
“Since different pages have different goals, one-size fits all strategy is never applicable.” – Greg Ciotti
And then there’s the human element. When something has been written about and tried so much, we can lose sight of the kernel of persuasive wisdom that made it initially great, and blindly follow a trend.
In other words, we’re paying attention to the symptom of success, not the cause.
In this post, we’ll cover a few examples of when best practices flat out failed, figure out where those implementations failed to understand the kernel of wisdom and see what we can learn …read more