6 Myths About Conversion Rate Optimization

Some marketing practices are cut and dried. They follow a formula and A+B always equals C. The truth is a little more complex.

6 Myths About Conversion Rate Optimization

SEO Myths vs Facts

CRO Myths


Some marketing practices are cut and dried. They follow a formula and A+B always equals C. The truth is a little more complex. Conversion Rate Optimization or CRO doesn’t fall into that category. It’s frequently misunderstood to be a sort of silver bullet, but it’s not that simple.


On the other side of the coin, CRO can be viewed as an expense that isn’t worth the trouble. Some of the misconceptions don’t matter and they won’t have a great effect on the efficacy of your web site. Others have a larger impact and can be financially harmful.


Let’s take a look at some common myths that can ruin your law firm online marketing campaign.


CRO Is A Solitary Skill Set

CRO Is A Solitary Skill Set


Nobody has a “CRO guy.” Conversion rate optimization for Toronto law firm isn’t a single skill but rather a wide range of practices. There are other helpful techniques to implement but these three should definitely be a part of your campaign:

  • Copywriting

  • Design

  • Data Analysis

If your firm has a specialty, incorporate it as much as you can to amp up your search engine rankings. Write blogs about it, prepare case studies, gain a reputation of an expert in this field whether it’s a criminal law, personal injury law or family law. 

There Are “Best Practices” To Follow

There Are “Best Practices” To Follow


The term “best practice” implies a one-size-fits-all solution, which isn’t the case with neither CRO nor SEO campaign in whole. There’s no checklist that you can tick off and end up with optimized conversion rates. You have to determine what will work for your customers and your website.

Do your own research to see what is appealing to your audience and use that data to inform your choices. There are several useful tools, like Crazy Egg or Hotjar, that will help you to understand what a visitor is doing your website, where they click the most, which areas of the page need improvement, etc.  You’ll have a much better outcome than just blindly following an arbitrary list of best practices.

Keeping a healthy balance between call-2-action buttons, slogans and pop-up windows on the website isn’t a rocket science. Just use some analytics data and common sense. Your goal here is to incorporate C2A elements in such a way so they do not distract user from important information (by covering it every 30 second with pop-up forms) and at the same time leaves the visitor with opportunity to get ahold of you at any moment (side floaters, clickable phone numbers, easily accessible and simple contact forms).


Case Studies Are Gospel

Case Studies Are Gospel


The truth is, they can be terribly misleading. They don’t usually give you all the facts like how the test was performed, how long the test lasted, and if there were other factors involved.

The purpose of case studies should be to gain insight and not to replicate exactly. Instead of bothering with small elements and expecting big changes, go for a radical change in color, design, and layout.

Long Copy

If The Copy Is Too Long, No One Will Read It


What tends to be ignored is that many people assume that lengthier copy has more value. If your copy is giving the reader information that’s relevant and that they need, you can rest assured they’ll read it all.

The Make-Up Of Your Audience

The Make-Up Of Your Audience Doesn’t Matter


If your aim is to convert the traffic on your web site to actual clients, you have to understand where they’re coming from. You have to find out what they’re looking for and what it will take to successfully meet their needs.

Conversion Rate Optimization

CRO Is All You Need


Of course, conversion will increase your revenue. But it isn’t the only factor to consider. You should also be working on creating your personal brand, attracting traffic, and drawing clients back to your site. The key is to have all these different elements, including  developing SEO campaign for law firm and CRO, working together.

Conversion rate optimization will certainly have a positive effect, but remember to use the data that you gather as opposed to relying on myths and misconceptions.