One of the worst CRO mistakes that we can make when setting up testing is not evaluating the types of visitors that arrive to our website. Learning how to evaluate visitors helps us understand where they are in the purchase funnel and what their needs are. We have to anticipate what the visitor’s frame of mind is at different points so we can meet those needs. In search marketing, for example, evaluating the types of keywords used when visitors find your site could help you direct them to the right landing page. A very broad keyword that leads to a very specific landing page could prevent the visitor from continuing their research phase.
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