In February, Wider Funnel ran a poll asking “What are your biggest conversion optimization challenges?” With over 70 votes, the results were not entirely unexpected:

For most businesses, the thought of testing something that’s already working doesn’t make much sense. As the saying goes, ‘If it ain’t broke, don’t fix it’.

The problem is, when it comes to the web, we know that small changes can make a big difference but you’ll never know until you try.

We’ve got a few tips to help you overcome your CRO challenges:

Resistance in the organizaton

Change is hard and as we mentioned, changing something that’s ‘working’ may not make sense to everyone. However, there are ways to show those in your organization that conversion optimization is one of the best things you can do. Here’s where to start:

  1. Find opportunities ahead of time. One of the best things you can do is go in with ideas and opportunities. Just suggesting you try it will never work. Put together an email, word doc, powerpoint, etc showcasing particular landing page test ideas, email subject line tests or anything else you find.
  1. Find examples of it working. Need to show that CRO works? Check out a few case studies, visit Which Test Won or see some of the crazy success stories on Internet Retailer.
  1. Show how easy it is to do. Tools like Optimizely and Visual Website Optimizer make testing very easy. Provide demos to those in your organization showing them exactly how simple it is to begin testing.

No CRO experience

No experience? No problem! There are so many resources out there (ahem, Rejoiner blog) to help you learn about conversion optimization. On top of that, there are consultants out there like Conversion Rate Experts, WiderFunnel, ConversionXL, The Conversion Scientist, SiteTuners and Close Loop Marketing and ConversionLove that are really great at what they do.

Another factor to consider is that many of the CRO software companies offer help. You can find webinars, blogs and support forums…and don’t forget about Twitter.

You don’t know what to test

This is really the easiest problem to solve. Start with ‘A beginner’s guide to A/B testing’ from our friends over at KISSmetrics and go from there. As we said, there’s a lot out there on the web that can help.

Check out one of our latest blog posts, ‘Testing Subject Lines” or look are what the big guys are doing.

You don’t have a CRO budget

This is certainly a common problem and not the easiest one to overcome. The good news is that it can be done. Check out this list of prices for A/B testing tools:

  • Optimizely – Starts at $17/month
  • VWO – Starts at $49/month
  • Unbounce – Starts at $50/month
  • Google Website Optimizer – Free!

Most of these tools don’t require much tech implementation, making it very affordable.

Tests take too long to run

Yes, we all want to put a test live and have amazing results in one day. That’s not going to happen. Testing takes time and truthfully, there isn’t much we can say to help you overcome this aside from what the facts are.

One suggestion we have is to start small. By starting small, you can learn about the testing process and see how long things may take on your site.

Conversion optimization can make a big impact on your business and it’s 100% worth doing. Hopefully these tips can help you with the obstacles preventing you from doing it. Good luck!

Mike Arsenault
Mike Arsenault is the Founder & CEO of Rejoiner. He works with 350+ online retail & eCommerce companies like Hydroflask, Footjoy, GUESS, and Big Chill to help them grow faster using lifecycle email. He also once lived aboard a 36' sailboat in Boston.