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Your conversion rate can go up even if you don't CRO


No doubt, a big pile of winning A/B test 🏆🏆🏆s will increase your site’s conversion rate over time. But there’s more to it than that.

Your conversion rate can go up for all kinds of reasons, even if you’re not testing. (Or all your tests are losing.)

Traffic mix

Turn off some underperforming paid search or social campaigns, and 💥! Your conversion rate goes up.

Same effect if you decide to retire an outdated SEO page from 3 years ago, when your product and target market were totally different. (No more confused real estate agents landing on your site, trying to figure out why you want to sell them semiconductors.)

Content

Been blogging? Awesome, your current site is much richer with content that shows visitors how wonderful life could be if only they became customers. This site should convert better than a year ago, when it was nothing but a homepage and a BUY NOW button.

The same goes for technical documentation. You don’t create it as part of some grand CRO initiative, but some visitors will check out your docs before deciding. And some will nope out if the docs suck, or don’t exist.

Stuff you don’t control

Outside forces can drive more qualified traffic your way. For example:

Outside forces can change how visitors perceive you:

Or the market itself can shift to your advantage:

Or public awareness and perception of your product can change favorably, for reasons no one understands:

Google Trends chart showing increase in popularity of mens romper searches

This list is nowhere near complete.

What other factors can increase your site’s conversion rate while the CRO team is on vacation? Hit Reply and share if you’ve got a minute. Have a lovely weekend 😌

© 2022 Brian David Hall