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The biggest myths about conversion optimization

Many activities in the field of Internet marketing focus on increasing traffic to the website or online store. However, this is only one element of building brand awareness online. An inseparable element of marketing for websites and stores should also be conversion optimization, which focuses on maximizing sales from existing traffic. There are many myths around conversion rate optimization (CRO). Get to know them all and learn how to effectively increase your conversion rate.

How to increase and improve your conversion rate? The greatest myths

There are many tips and tricks on how to improve your website and online store conversion rate. The popularity of the topic means that many myths and misinformation have grown around conversion optimization. Below you will find the most popular myths about conversion rate optimization, which we decided to debunk and replace with facts.

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Conversion Optimization Myth #1: The more you test, the better

Many people believe that the best way to optimize and improve your conversion rate is to run A/B tests as often as possible. It’s a myth. Of course, A.B tests are useful in online marketing, including improving your conversion rate, but that doesn’t mean that the more tests you run, the more accurate your data and results will be. A better solution is to focus on quality rather than quantity of tests. Make sure to give higher priority to tests with high potential and research attitude. A large number of A/B tests conducted in a short period of time can lead to you focusing too much on short-term effects and missing out on important lessons and insights.

Conversion Optimization Myth #2: CRO is just a list of practices and guidelines

Do you expect to receive a list of practices and guidelines for conversion optimization and you will be sure in advance that their implementation will bring an increase in sales? Nothing could be more wrong. There is no list of CRO practices and guidelines that would guarantee the effect. Nothing can be assumed in conversion optimization activities. Even if you have a hypothesis, take into account that tests can completely disprove it and show completely different data. Effective conversion optimization does not consist in ticking off completed tasks on the list, but in continuous testing, checking and optimizing the page in accordance with the expectations of users.

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Conversion Optimization Myth #3: You need a big budget at CRO

Have you heard that you need a high budget to improve your conversion rate? It’s a myth. Effective conversion rate optimization can be carried out by both an international online store and a local company operating only in one city. There are many free or cheap tools on the market that allow you to analyze users on the Internet, check website traffic. Based on the data obtained from them, you can implement the necessary optimizations and increase sales. Of course, at the beginning it is worth having funds for conversion optimization, but if you carry out the process effectively, you can be sure that you will generate a return. this means that basically optimizing the conversion rate will allow you to earn more, and often the increase in revenue will be many times over.

Conversion Optimization Myth #4: Conversion optimization is a one-time activity

We already know that SEO is a process that never ends. Despite this, many still believe that conversion optimization can be done once and then abandoned. Unfortunately, the effects of such actions can be deplorable. In practice, conversion rate optimization is a constant process that needs to be performed all the time, taking into account the changing needs and expectations of users. Make sure all team members understand that CRO is a long-term strategy for revenue and sales growth.

Conversion rate optimization Myth #5: It’s worth copying the activities of your competitors

Do you think that in CRO (conversion optimization) it is enough to implement the same changes on the website that the competition has implemented? Copywriting in internet marketing is never a good idea. There is more to success in conversion optimization than following your competition. Just because something works well on another website or store doesn’t mean it will work as well on your site. You can, of course, be inspired by other pages in your industry, but check the effectiveness of individual changes and elements on the page. Perhaps it will turn out that the best results on your website are achieved by something completely different from the competition, something that makes your website stand out. Be creative in the conversion optimization process, think like a user, test, research and check statistics. Thanks to this, you will implement changes that will actually bring you an increase in revenue and sales.

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Conversion optimization Myth #6: CRO is magic that works instantly

Some people think that conversion optimization is magic that immediately brings the expected results. It doesn’t have much in common with the magic of CRO – in fact, it’s a combination of science and web analytics, and above all hard data. A sharp increase in sales as a result of conversion optimization is possible, but it is relatively rare. The first changes to the site are likely to bring subtle increases. Over time, these small changes can add up to revenue growth. Therefore, think about conversion optimization as a tool that will allow you to get to know your users better and meet their needs and expectations.

CRO Myth #7: You need a lot of traffic to optimize conversions

While high traffic certainly helps generate large amounts of conversion optimization data faster, A/B testing can also be done on sites with low traffic. Then it is worth comparing two elements that are significantly different from each other. You can choose two completely different CTA colors (e.g. blue and orange), or a completely different menu placement (at the top of the page and on the side of the page).

CRO Myth #8: Conversion optimization is all about A/B testing

A/B testing is an essential part of a conversion rate optimization strategy, but not the only one. There are many methods and tools that enable you to convert traffic into sales. Popular CRO tools include: page speed optimization, user session recordings, conversations with potential customers, etc.

Conversion Optimization Myth #9: You don’t need statistics in CRO

Statistics is an integral part of optimizing your conversion rate. Although analytical tools are becoming more and more advanced and allow you to track the behavior of users on the website, you must not underestimate the statistics. Why? Because statistics allow you to know all the necessary data and optimize them according to the facts, not unconfirmed hypotheses.

CRO Optimization Myth: #10 The best conversion optimization methods are universal and immutable

If you believe that on-page conversion optimization is governed by universal, immutable principles, you may never achieve the desired results. In practice, conversion optimization is a variable process and depends on many external factors, such as the situation on the market or the needs and expectations of users. Even if you have used some CRO tactic and it has been effective, you cannot blindly follow it all the time. In time, you may need to change it and replace it with another one. Therefore, do not abandon conversion rate optimization activities, but constantly check whether the implemented changes work.

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Myth about CRO #11: Conversion optimization is a surefire cure for low conversions

Do you think conversion optimization always works? This is one of the myths. It may happen that despite the implementation of conversion rate optimization, sales or the number of leads obtained will still be low. Conversion optimization (CRO) is not a cure-all. Perhaps the low number of conversions is due to:

– general negative user experience and poor User Experience,
– poorly defined target group,
– inappropriate content that does not provide information about the product or service,
– no information about customer service etc.

Conversion optimization Myth #12: Failed tests mean failure

Conversion optimization is a continuous process of trial and error. You can’t avoid them, so don’t treat failed tests as a failure. Turn them into a lesson and draw conclusions for the future. Let’s assume that you changed the content of the CTA and as a result, instead of increasing the conversion rate and clicks, it recorded a decrease. Does this mean that the test is a failure? Not at all. As a result, you received hard data about the behavior of users on the site. As an Internet marketing specialist, you cannot expect that each of your hypotheses will be confirmed in reality. A failed test is not a “failure”. Each test you run will give you more insight into what works and what doesn’t, and help you create more optimized content in the future.

CRO Myth #13: Conversion rate optimization requires no planning

Running a single A/B test on your website is not a difficult task. Anyone can come up with an idea to change the color of the button from orange to blue or change the content of the header. The real art in conversion optimization, however, is planning and implementing many changes and tests, and skilfully analyzing their results. A/B and CRO testing are only a small part of your overall marketing strategy, so it’s important to plan your tests carefully to gain long-term insights. Don’t make changes without a solid and valid hypothesis first. This is a key step in any CRO experiment.

Conversion optimization myth #14: You don’t need to verify the effects in CRO

Optimizing the conversion rate without verifying the effects does not make sense. If you want to increase sales from existing traffic, you must constantly check whether the implemented changes bring the expected results. For this purpose, use tools such as Google Analytics, Hotjar, Google Optimize and others. Thanks to them, you will check whether users actually focus their attention on the changed elements, whether they click on them and whether the changes contributed to the increase in sales and conversions.


CRO is a continuous process that helps you learn more about your customers, address their concerns and questions, and eliminate barriers to achieving your goal (conversion). There are no quick changes and easy solutions in CRO. Conversion optimization is also not a magic bullet for your business. Remember that even small changes can make a big difference in conversion rates and profits. Avoid these CRO myths and instead focus on testing and optimization to achieve better sales results and squeeze 100% of generated traffic.

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