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3 Controversial Questions You Should Ask About Your Website

It’s that special time of the year again…when the leaves start changing, the Peppermint Mochas start flowing, and you can start breaking out cable knit sweaters that scream Billy Crystal in When Harry Met Sally. Although November ushers in a cornucopia of wonderful autumnal traditions, there’s one hiding around the corner that’s a total bummer (and no, we’re not talking about Scorpio season).

That’s right—we’re thinking of the time-honored tradition of extended family members asking invasive and uncomfortable questions at the Thanksgiving dinner table!

Thanksgiving is the holiday when we all have to discuss hot-button issues…whether we like it or not.

While we can’t help you with the questions your extended family might ask at the dinner table  (hello, we’re CRO geeks, not licensed therapists)—we can, however, provide you with some questions you should be asking yourself about your brand's website to improve conversions.

Depending on the scope of your testing program, the answer to some of the below questions may make you a little uncomfortable. But don’t worry, if you can get through your great-grand-uncle-twice-removed’s monologue on why birds aren’t real, you can get through anything.

Keep reading for three controversial questions you should be asking about your website.

Does my website load fast enough?

In a recent study, Walmart found that for every one second of improvement in regards to their page load time they increased their conversions by two percent— that’s a lot of moolah! With stats like this, it’s not hard to see why fixing your page speed issues should be high on your list when it comes to site optimization.

One of the most common page speed issues CROs encounter is flicker. This refers to when a webpage loads in one state and then quickly transitions to show a different website experience. While this may seem like a somewhat innocuous side effect of website personalization, it can have lasting effects on your conversion rates.

For more detailed information on what causes flicker and how to avoid it check out this blog.

Does my CRO program support my CX goals?

We’re hard-pressed to think of a hotter topic in the world of business than customer experience (CX). In fact, nearly half of business professionals cite CX as a top priority for their business over the next five years! While it’s easy to view CX as an isolated issue from your conversion funnel, we challenge you to consider them one and the same.

Why? Because when it comes to marketing, great CX is synonymous with frictionless brand experiences and 1:1 personalization. Due to the rising ubiquity of personalization over the past 10 years, consumers have come to expect every experience they have online to be specifically tailored to their needs. A highly personalized, adaptable site built with sophisticated CRO technology will not only deliver your customers the best experience possible but will also allow you to convert more—now that’s a win-win!

Do I need all of those landing pages?

This is an easy one…nope!

All jokes aside, this controversial question is one you should be asking to keep yourself honest about why your marketing team relies on landing pages. Is it because it’s faster than asking your webdev team to make updates to your base website? Or, is it because landing pages are the easiest workaround you have for creating a personalized experience for site visitors? If the answer to both of these questions is “yes” it’s time to consider a more seamless solution that allows you to create dynamic personalization to your base site without having to Slack your engineers.

Fortunately, we know a great solution that can do the trick 😉! 

With Thanksgiving and the rest of the winter holidays just around the corner, we hope these controversial website questions haven’t raised your blood pressure too much! May these be the toughest hot topics you face this holiday season.

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