Complacency Is Killing Your Conversion Rate Strategy - Entrepreneur

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While many conversion rate optimizers are worried about following the latest trends, avoiding the competition and maintaining consistency in existing conversion rates, the biggest problem is lurking under the surface. The biggest problem for most conversion optimizers is complacency.
Businesses with websites need conversions to thrive. A conversion is any meaningful action that a user takes that eventually leads to the possibility of generating revenue; it could mean purchasing a product, calling your business or even just watching a video. In any case, getting more conversions will lead to higher revenue for your brand and eventually, greater profitability.
That’s why conversion rate optimization (CRO) is so important. Conversion optimization is the process of tweaking your copy, your design and other onsite elements to maximize the chances of winning a conversion whenever a user is exploring your page.
Although many conversion rate optimizers are worried about following the latest trends, avoiding the competition and maintaining consistency in existing conversion rates, the biggest problem is lurking under the surface.
Related: Should You Prioritize Traffic or Conversions on a New Website?
The biggest problem for most conversion optimizers is complacency.
In this context, complacency simply means accepting your conversion rate for what it is. Rather than pushing for a higher conversion rate or trying out new things to see how they work, you’re content to sit back and let your existing engine continue working as it has.
Why is this such a problem?
So what can you do to overcome complacency in your business’s approach to conversions?
Related: What Makes Persuasive Web Copy Work?
Your conversion rate is arguably the most important variable for your online company’s profitability and growth. Accordingly, you can’t afford to grow complacent with it. Keep challenging your baseline assumptions and your existing workflows as you continue optimizing your website and content for higher conversion rates — and never fall into the trap of feeling “good enough.”
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