The Internet of Today Is Very Annoying

Any time you visit a website, they load you up with dozens of intrusive trackers. And, of course, in order to do that, they first have to show you a big, ugly cookie consent banner, which might or might not actually work in a way that is compliant with privacy laws like CCPA/CPRA and the GDPR.

‍

That's just the start of it. In order to use anything, you need to hand over your email address and contact information, which of course, will end up in a data breach two years from now (Hope you didn't reuse a password!).

‍

Then, when it comes to the actual user experience, you always end up having to contend with all kinds of "dark patterns" created to subtly push you in certain directions.

• Exit intent popups
  ‍
• Countdown timers
  ‍
• Hidden add-ons (Hello Airbnb!)
  ‍
• Trick questions
  ‍
• Moving buttons around to fool you into spending more or not cancelling (Amazon is a serious offender with this)
  ‍
• "Pro" trials that are impossible to cancel
  ‍
• And now, rushed gen-AI features that no one asked for

‍

The list goes on and on, and I hate it!

‍

Ethical, User-Focused Conversion Rate Optimization

You can certainly do all of the stuff I outlined above, and you might even see an improvement in conversions from it. However, I'd really challenge you to tell me that the increase in conversions is real.

‍

Are you gaining more happy customers, or are you going to be getting a rush of cancellation and support emails because people didn't know what they were signing up for? Are you helping website visitors better understand your product and how it is differentiated from its competitors, or are you papering over things with gimmicks and tricks?

‍

Ethical conversion rate optimization starts with a focus on the user. It involves understanding your ideal customer profile, what they look for when they visit your website, and how they browse your website. It involves a copious amount of research, mining qualitative data sources like your web analytics, and talking to your ICP in focus groups and user interviews to understand what is working well and what isn't.

‍

This research can then give you a long list of ideas to experiment with to improve the experience for your users, rather than tricking them into doing something.

‍

How I Can Help

I assist brands with conversion rate optimization, both with research and experiment administration.

‍

CRO Research

Sometimes it's helpful to get a fresh set of eyes on your website. I complete my own independent research, working through your website analytics as well as completing my own qualitative data collection, to identify opportunities to improve conversions on your website.

‍

Experiment Administration

Running a conversion rate optimization program can be time consuming. It can be helpful to work with an external specialist, who can handle the grunt work and day-to-day administration, communicating with your marketing and web teams about results and learnings, freeing you up to focus on other priorities.

‍

Does My Website Get Enough Traffic For Conversion Rate Optimization?

There are tactics out there that can allow you to run CRO on a low traffic website, but it's important to remember that the lower your traffic is, you should expect a lower return on investment for the effort.

‍

When that's the case, your time and resources are better spent on developing traffic to your website.

‍

Let's Work Together!

Want to see if we're a good fit? Shoot me a quick email.