What Conversion Rate Optimization (CRO) is Not

Conversion Rate Optimization (CRO) often carries a set of assumptions that oversimplify or misrepresent its true purpose.

Despite its importance for driving online sales and enhancing user experiences, CRO is frequently reduced to tactics that miss the bigger picture. In a recent episode of The Frictionless Experience, Jon MacDonald, founder of The Good, a digital optimization firm,  joined co-hosts Chuck Moxley and Nick Paladino to dissect these misconceptions and light on the practices, pitfalls, and misunderstandings surrounding CRO.

 

1. CRO is Not Synonymous with A/B Testing

One of the most common misconceptions is equating CRO with A/B testing. While A/B testing can validate decisions, it is far from the only method available. Jon underscores this point:

"The problem with all of this is that A/B testing is not the only validation technique. And it's unfortunate that that has become what everybody thinks CRO means."

This oversimplification leads many to focus on testing random ideas rather than addressing underlying user needs or behaviors. True optimization involves understanding customers' motivations and journeys, using various validation tools and methods.

2. CRO is Not a Checklist of Best Practices

Many believe CRO is about implementing a static set of best practices—adjusting button colors, adding countdown timers, or including pop-ups. But Jon strongly disagrees:

"Best practices are for beginners... If you're implementing best practices, it's because you don't have the resources... to optimize for your specific audience."

Blindly applying generic solutions not only limits the potential for meaningful change but also risks alienating users. As Jon highlights, the ultimate goal is understanding and tailoring solutions to your specific audience.

3. CRO is Not About Copying Competitors

Businesses often look to competitors for inspiration, believing that mimicking their strategies will yield similar success. However, Jon cautions against this approach:

"You have no idea if they are being effective with whatever tactic you want to copy... Who says that the consumers who are coming to your site are looking for what your competitors sell?" 

Instead of copying, brands should focus on their unique value proposition and audience needs. Copycat strategies can dilute brand identity and fail to resonate with users seeking differentiation.

4. CRO is Not Just About Driving Sales

Another misconception is that CRO exists solely to increase sales. Jon emphasizes a broader perspective:

"Most startups... focus on grow, grow, grow. They need to circle back... and say, I really need to involve the consumer."

Focusing exclusively on conversions misses the opportunity to enhance the entire customer journey. True optimization considers every interaction, from clicking an ad to post-purchase engagement, ensuring a seamless and satisfying experience.

5. CRO is Not All About Discounts and Pop-Ups

The widespread use of pop-ups and discounts as conversion tools is a prime example of misunderstanding CRO. Jon critiques this approach:

"Pop-ups are one of the most misused marketing tactics... You're annoying people... who were ready to buy anyways."

While such tactics may temporarily boost conversion rates, they can harm long-term customer relationships. Instead, brands should prioritize value-driven engagement over intrusive marketing gimmicks.

6. CRO is Not Ignoring Post-Purchase Experiences

Once a customer converts, many brands stop optimizing, considering the job done. Jon argues that post-purchase experiences are equally critical:

From onboarding to follow-up communications, every touchpoint after the purchase is an opportunity to build loyalty and encourage repeat business.

7. CRO is Not Obsessing Over Site Speed Alone

While site speed is important, it's often overstated as a CRO priority. Jon puts it into perspective:

"If you have a product in a niche that somebody needs badly enough... your site can be slower than the competition and still convert."

Brands should aim for reasonable site speed improvements but prioritize fixes that directly impact user experience, such as intuitive navigation or clear product information.

8. CRO is Not About Random Testing

CRO is often misrepresented as an exercise in endless testing without clear goals or hypotheses. Jon advises against testing for testing's sake:

"If you are 80% sure, just make the change. So many brands waste resources testing things they don't need to."

Testing should be reserved for uncertainties or high-impact decisions, not for validating obvious improvements.

9. CRO is Not a One-Time Effort

Another myth is treating CRO as a one-and-done project. Jon points out that optimization is an ongoing process:

Embedding CRO into company culture ensures continuous learning and adaptation to changing consumer behaviors and market trends.

10. CRO is Not About Serving Metrics Over People

Finally, CRO is often reduced to hitting specific KPIs, such as increasing time on-site or boosting email signups. Jon warns of this trap:

"Time on site is not a correlation to revenue... It's just a metric that marketers like to look at to justify themselves."

Focusing on metrics without considering the broader context of user experience can lead to misguided decisions that harm long-term performance.

What CRO Should Be

CRO is more than just driving conversions—it's about creating meaningful, frictionless experiences that address real customer needs. As Jon states:

By moving beyond the misconceptions and embracing a holistic, customer-centric approach, brands can achieve sustainable growth and foster lasting loyalty. CRO, when done right, is not a tactic—it's a philosophy that puts the customer first at every stage of the journey.

Why Leading Brands Are Shifting from CRO to DXO

The transition from Conversion Rate Optimization (CRO) to Digital Experience Optimization (DXO) represents a paradigm shift in how brands approach user engagement and business growth. CRO focuses narrowly on increasing conversions, often neglecting the broader customer journey. In contrast, DXO considers every touchpoint across the digital landscape, from ad clicks to post-purchase interactions. This shift reflects a growing understanding that customer-centric, holistic strategies yield better long-term results than isolated tactics.

As Jon explains:

"CRO has become synonymous with A/B testing, and that has become really a challenge because people will come in and say, 'For a couple grand, I'll run a bunch of A/B tests and just tell you what the results are.' But there's very little strategy that goes into that."

Brands transitioning to DXO prioritize the entire customer experience, leveraging data-driven insights to address pain points at every stage. This comprehensive approach not only improves conversion rates but also enhances customer loyalty, lifetime value, and overall brand perception.

What DXO Means for Your Brand

For your brand, shifting from CRO to DXO means embracing a broader perspective on optimization:

1. Customer-Centric Strategies: DXO emphasizes understanding customer behaviors, motivations, and preferences. This involves digging deeper into what drives users at every stage of their journey, from awareness to advocacy.
2. Optimizing the Entire Funnel: Unlike CRO, which often focuses on the conversion point, DXO ensures that every step in the funnel is smooth and efficient. This includes landing pages, product discovery, checkout, and even post-purchase touchpoints.
3. Long-Term Growth Over Quick Wins: While CRO tactics like discounts or pop-ups might drive immediate conversions, DXO focuses on sustainable growth by building trust and delivering seamless experiences.

Jon elaborates:

"With DXO, it's about looking at the entire journey... What happens when somebody clicks on an ad? What are they driven to? How do you optimize every step of that journey?"

Easton Bat Case Study: The Power of Three Questions

One compelling example of DXO in action comes from Easton, a leading baseball equipment manufacturer. The company faced a significant challenge: high return rates for their bats. Many parents, unfamiliar with the specific certifications required for different Little League levels, would purchase the wrong bat. This resulted in frustrated customers and lost margins for Easton.

When The Good partnered with Easton, they sought to simplify and clarify the purchase process. By conducting research, they discovered that Easton's customer service team consistently asked three critical questions to recommend the right bat. Jon recalls:

"We found out they have three questions they ask every parent before they send them the correct bat. Why are you not asking these questions online?" 

The solution was straightforward but transformative. Easton implemented these three questions into their online purchase flow:

1. What league does your child play in?
2. What is your child's height and weight?
3. What is your budget?

With this information, Easton's website could guide users to the appropriate bat, ensuring it met league requirements and aligned with their preferences. The results were astounding:

"That ended up getting them about 187% growth year-over-year in bat sales."

This success highlights the value of understanding and addressing customer pain points. By simplifying the decision-making process and providing tailored guidance, Easton not only improved sales but also enhanced the customer experience.

Key Takeaways for Your Brand

The Easton example illustrates several lessons for brands aiming to transition from CRO to DXO:

1. Talk to Customers: Engage directly with your customers to identify their challenges and needs. Insights from customer service teams or user interviews can uncover simple but powerful opportunities.
2. Eliminate Friction: Streamline processes to make it easy for users to find and purchase the right product or service. Frictionless experiences drive both conversions and satisfaction.
3. Personalize the Journey: Use data and intelligent design to deliver personalized recommendations that align with individual preferences and requirements.

As Jon puts it:

"It's not just about getting the sale... It's about helping people make the best decision for them."

Conclusion: Embracing the DXO Mindset

The shift from CRO to DXO reflects a deeper commitment to creating meaningful, customer-first digital experiences. Leading brands recognize that the key to long-term success lies in addressing the entire journey, not just the conversion point, to create a truly frictionless digital experience. 

By adopting DXO principles, your brand can achieve not just higher conversion rates but also greater loyalty, stronger customer relationships, and sustainable growth.

Small but thoughtful changes can lead to massive growth and happier customers.

So, focus on the experience, and the conversions will follow.