CRO Isn’t a Quick Fix

🚀 Looking at CRO Beyond a quick fix and avoiding common pitfalls

September 04, 2024

Howdy Readers đŸ„° 

In this newsletter, you’ll find:

3 Common CRO Mistakes and How to Avoid Them

🎯 YouTube and App Campaign Updates on Google Ads

📱 Sponsored Snaps: New Ad Opportunities on Snapchat

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CRO

3 Common CRO Mistakes and How to Avoid Them

Conversion Rate Optimization (CRO) is crucial for e-commerce success, but many businesses fall into common traps that limit their effectiveness. Here are three key mistakes to avoid, along with tips on how to overcome them.

1. Thinking CRO Is Only About Increasing Traffic

Many brands assume that if they’re doing SEO, they don’t need to focus on CRO. However, SEO and CRO serve different purposes. While SEO drives more traffic by improving search rankings, CRO focuses on getting the most out of that traffic by converting visitors into customers.

How to Avoid This CRO Mistake:

Combine CRO and SEO Efforts: Develop a strategy that nurtures both existing traffic and new visitors and Explore platforms to reach new visitors.

  • Target high-intent keywords - Instead of competing for broad terms, optimize for specific phrases that attract quality traffic.

  • Align on-site content with meta descriptions - Ensure consistency between your landing page content and what’s promised in your meta descriptions and ad copy.

  • Create original product content - Stand out with unique descriptions, images, and testimonials.

  • Incorporate native advertising - Platforms like Taboola can skyrocket your conversions by placing your ads within relevant content on premium sites, reaching your audience when they’re most engaged.

2. Assuming CRO Is Only About A/B Testing

A/B testing is important, but it’s just one piece of the CRO puzzle. A successful CRO strategy starts with understanding customer behavior, forming hypotheses, and then testing those ideas. While A/B testing validates changes, a comprehensive approach includes analytics, user research, and continuous optimization.

How to Avoid This CRO Mistake:

Expand Your CRO Strategy:

  • Research to develop hypotheses - Use data on visitor interactions to identify potential improvements.

  • Define customer behavior - Understand what actions your customers are taking and why.

  • Use heatmaps and surveys - Gather insights on user behavior to identify friction points and improve the customer journey.

3. Expecting CRO to Be a Quick Fix

CRO is an ongoing process, not a one-time task. It involves continuous learning and improvement. Rather than making superficial changes, it’s about understanding what drives conversions and making strategic adjustments over time.

How to Avoid This CRO Mistake:

Treat CRO as a Continuous Process:

  • Set clear goals for testing - Define specific objectives, whether it’s converting more first-time visitors or optimizing micro-conversions.

  • Focus on high-impact areas - Concentrate on optimizing elements that are already performing well or have significant potential.

  • Aim for statistically significant results - Ensure your tests are reliable by aiming for high statistical significance before making changes.


By avoiding these common CRO mistakes—focusing solely on traffic, relying only on A/B testing, and expecting quick fixes—you can optimize your website more effectively. Integrating CRO with your SEO efforts, broadening your approach, and treating CRO as an ongoing process will help you maximize your conversion rates and make every visitor count.

GOOGLE ADS

🎯 YouTube and App Campaign Updates on Google Ads
Insights from Search Engine Land

Google Ads has rolled out two new features: the “Performance Planner” for YouTube campaigns and the “Promotions” tool for App campaigns. These tools help advertisers better align campaign strategies with their goals.

The Breakdown:

  • Action Plans focus on conversions, combining Video Reach, View, and Demand Gen campaigns.

  • Awareness Plans prioritize brand visibility using Video Reach and Demand Gen for better brand interaction.

  • Pro Tip: Demand Gen estimates assume a mix of image and video creatives.

  • Tailored for mobile users, advertisers can create app-specific promotions for key events like Black Friday.

  • The tool supports different promotion types and scheduling, allowing for timely and event-driven campaigns.

  • Offers visual previews for Search and Display networks to boost engagement.


Both features provide advertisers with advanced tools to optimize YouTube and App campaigns, aligning budgets and strategies to maximize conversions and brand awareness. These updates present great opportunities for marketers to drive higher engagement during crucial periods.

SNAPCHAT

📱 Sponsored Snaps: New Ad Opportunities on Snapchat
Insights from Social Media Today

Snapchat is expanding its advertising options with Sponsored Snaps, Promoted Places, and enhanced analytics to offer more engagement and insights for businesses.

The Breakdown:

1. Sponsored Snaps: Advertisers can now place ads directly into users’ chat inboxes without push notifications, allowing them to reach highly engaged users.

2. Promoted Places: Businesses can highlight their locations on Snap Maps, driving foot traffic and visitation.

3. Advanced Analytics: Snapchat is adding more privacy-safe insights on user behavior, integrating these metrics into a single platform for advertisers.

4. SMB Focus: Snapchat shifts its focus to small and medium-sized businesses (SMBs), whose ad spending is seen as more stable and predictable compared to larger brands.

As Snapchat continues to evolve its advertising model, these new tools offer marketers better reach and insights, particularly for SMBs. However, there’s a risk that too many ads could alienate core users.

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đŸ“ș X has launched the beta version of X TV, a new Connected TV (CTV) app designed to turn the platform into a video-first hub. Mirroring YouTube TV, the app will showcase AI-curated trending content and future cross-device functionality, with new ad options planned. 

🔭Google’s August 2024 core update is now finalized, shifting the focus towards content that serves users rather than content optimized purely for search engines. Rankings may fluctuate, and recovery could require substantial, long-term updates encouraging deeper user-focused enhancements.

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