3 CRO Mistakes That Hurt Conversions and How to Optimize User Experience to Fix Them

Whether you're trying to drive purchases, encourage newsletter sign-ups, or increase form submissions, Conversion Rate Optimization (CRO) helps turn more visitors into leads or customers. However, CRO isn’t just about making a few tweaks—it’s a strategic, data-driven process that demands a deep understanding of user behavior and website performance.

Unfortunately, many companies make mistakes that undermine Conversion rate optimization best practices  , wasting valuable time, resources, and opportunities. Let’s explore some of the most common A/B testing strategy mistakes and, more importantly, how to avoid them.

Mistake 1: Ignoring User Experience (UX)

One of the biggest pitfalls in CRO is focusing solely on conversion metrics while neglecting the overall user experience (UX). While CRO aims to increase conversions, it won’t happen if users are frustrated by a poor user experience on your website thus it is crucial to optimize user experience. 

Forrester Research reported that a well-thought-out,

 frictionless UX design could potentially raise conversion

rates up to 400%.

Issues such as slow load times, confusing navigation, and poor mobile optimization can cause users to abandon your site before converting. While CRO is often associated with UX tweaks like repositioning elements above the fold or adjusting button colors, the broader user experience is frequently overlooked. Small changes may temporarily influence behavior, but you need to consider the entire customer journey and its long-term impact.

For instance, let’s say you’ve tested a new button color that increased your click-through rate (CTR) by 80%. Impressive, right? But don’t celebrate just yet—what happens after the user clicks? If that button leads to a poorly designed page where conversions take place, your results may ultimately suffer. 

For example, take a look at the following user experience that wants to increase enrollment to a design school in San Diego.

Would you submit a form on this page? Probably not, but hey your CTR is 80% with a new button color. Congrats! You have increased traffic to a poorly designed experience which will hurt your conversion rate.

Here are some conversion rate optimization tips to keep UX at the forefront of your A/B testing strategy:

• Conduct User Testing: Regularly testing your site with real users is essential to identifying pain points and improving UX. Tools like UserTesting and Hotjar provide real-world context that data alone can’t offer. Relying solely on A/B testing may not always be sufficient, especially for complex service or product offerings.

• Remove Navigation Bars: Conversion rate optimization for landing pages should not include navigation bars. A landing page’s goal is singular—guide users toward one specific action. Removing distractions like navigation bars helps focus the user's attention and increases the likelihood of conversion.
  

“VWO reported that removing navigation 

menus increased Conversions By 100%”

Mistake 2: Overlooking Variable Isolation

One of the most common mistakes in A/B testing is failing to isolate variables. When testing CRO elements, the goal is to determine how a single change impacts user behavior, whether it’s a new call-to-action, a different page layout, or a new button color. However, if multiple variables are changed at once, you can’t attribute the results to any specific factor, leading to unclear conclusions.

For example, if you’re testing both a new headline and a different CTA button color on the same landing page, it’s impossible to tell which change influenced conversions. This lack of clarity can lead to misinformed decisions and derail your optimization efforts.

Here are some conversion rate optimization tips for running A/B tests with isolated variables:

• Test One Element at a Time: Focus on one variable, such as a headline, button color, or call-to-action. This ensures that any change in user behavior can be directly attributed to that element, reducing ambiguity in your results. For instance, in front end testing, test the button color first. Once you’ve gathered statistically significant results, you can move on to testing back end elements without compromising clarity.

• Control External Factors: Ensure that external variables like traffic sources, timing, and device types remain consistent across test variants. Differences in these areas can skew results and make it harder to determine the real cause of changes in user behavior.

• Segment Your Audience Appropriately: Ensure your test groups are balanced and randomized to avoid bias. This helps prevent external factors from influencing the test outcome, giving you more accurate results.

Mistake 3: Optimizing Without Data 

Another common mistake that goes against conversion rate optimization best practices is making changes based on assumptions, opinions, or trends without backing them up with data. Many businesses apply conversion rate optimization for landing pages and site layouts based on anecdotal evidence or industry fads, which can lead to ineffective changes and harm conversions.

Each business has a unique audience, and blindly following trends is risky without first analyzing data. Copying what worked for another company without validating its relevance for your own business can be harmful. Without proper analysis, you might introduce changes that don't address the specific needs of your audience.

Here are some conversion rate optimization tips to avoid testing without data

• Use Analytics Tools: Tools like Google Analytics and Mixpanel can give you data on user behavior, traffic sources, and conversion paths. Use this information to identify weak points in your funnel before making changes.

• Create Data-Driven Hypotheses: Before making changes, develop data-driven hypotheses, such as: “Reducing form fields from 7 to 3 will increase form submissions by 20%.” This gives you a clear direction and allows you to validate assumptions with data rather than guesswork.

Conclusion

Conversion rate optimization for landing pages is a crucial practice for increasing conversion rates. However, many companies overlook key factors that could significantly boost or undermine their A/B testing efforts. 

By avoiding these three common mistakes—neglecting user experience, overlooking variable isolation, and optimizing without data—you will be more aligned with conversion rate optimization best practices, ensuring your approach is both data-driven and user-focused. 

Adhering to these principles will not only help you run more successful A/B tests but also enhance your site's overall performance, driving higher conversions and improving the user experience. Implementing these strategies consistently will enable you to identify what truly works for your audience, allowing for continuous improvement and sustained growth.