Hiring a Conversion Optimiser? Here are five things that you should know about them

Looking for someone to help improve your site conversions? How do you pick someone with right skills out from the crowd? Read on…

Visitors who don’t take action don’t convert.

Anyone doing business online know this to be true.

A website receiving high traffic does not necessarily equate to greater revenue or leads. To put it in perspective, that’s like an apparel shop receiving a lot of foot traffic and seeing visitors trying clothes but walking out without buying anything.

What works when it comes to getting people to take action? A novel idea? A gut feeling? A Magic 8 Ball?

Many website owners tend to take mental shortcuts and believe certain changes that may be true (or not always true) can make a difference to their conversion rate. But it’s easy to paint things in black and white than the often far more gray reality: different people have different preferences, so a one-size fits all strategy is never applicable when it comes to lifting your conversion rate.

So let’s cut to the chase and talk about those who can help – CRO (Conversion Rate Optimisation) professionals.

These individuals find and fix conversion problems on online websites, landing pages, networks, etc. They understand what frustrates your target audience, such as a form that doesn’t work well on mobile, and what they hope to accomplish on your website, such as making a purchase in the shortest time frame possible. CRO professionals know what should work based on their client’s KPIs (key performance indicators).

At this point, you also don’t know why your visitors aren’t converting, so any suggestions made by CRO professionals may sound good to you. However, there are certain qualities that differentiate CRO specialists that provide breakthrough results and those that glib best practices. You should look for the following five qualities when hiring a CRO professional.

Focuses on conversions only.

CRO experts won’t be doing what PPC, social media, or SEO experts do in terms of driving more traffic to your site. They will be laser focused on increasing your conversions, whether they result from increased leads or sales. Some professionals may also determine their fees based on sales they generate for your business.

This means they will make more efforts when it comes to actually getting your visitors to take action than any SEO, PPC, or social marketing specialist. They will put together action steps that lead to high-converting web pages so your business enjoys greater revenue. That way, all of your marketing efforts will have a higher return on investment because you will be able to convert more leads and sales from your visitors.

In short, the CRO doesn’t focus on increasing your number of monthly visitors from 1,000 to 10,000. They focus on increasing your conversion rates from 5% to 25%. That way, you will be able to convert 250 visitors into leads or sales instead of just 50 with your current number of visitors. And when you do grow your visitors to 10,000, you will be ready to convert 2,500 visitors instead of just 500.

Understands thought process of your ideal customer.

Customer empathy is important for increasing conversions. Understanding what thought processes your target audience is going through can drive measurable results. Top CRO professionals will look at your website from a customer’s perspective and give an honest critique about KPIs.

They will test KPIs depending on the goals of individual pages of your site. Conversion rates will be measured through KPIs such as sales, downloads, form completions, advertisement clicks, opt-ins, referrals, phone calls and email responses.

Takes a bird’s-eye view of your conversion funnel.

Leading CRO professionals will understand your conversion funnel, starting with initial ad impressions when a visitor first visits your website to finishing with the call-to-action page. They will map out every action that a prospect must take to become your customer.

Next, they will assist you in proiortizing your efforts on parts of your business that are easiest to modify. Improvements to aspects that are underperforming may also be accompanied by optimizing post-conversion events such as email marketing and up-sells.

Tests your website to learn what customers respond to.

CRO professionals will use A/B or split testing to gather extremely valuable information about conversions and actions taken by people. This will generate a sample pool to facilitate decision-making as to which test won customers.

During these tests, professionals will quickly start learning what visitors respond to. They will document every test so they can review and prioritize actions that are inspired from winning test samples. Tests will also reveal visitor experience metrics to see if they can be improved upon, such as:

  • Ease of access to forms.
  • Loading time of webpages.
  • Headlines and copy on landing pages.
  • Color schemes and layout.
  • Text and placement for calls to action.

Thinks beyond your website.

Once split testing is done, one of the things industry-leading CRO professionals will do is verify that everything is in order and follow a procedure that ensures that actionable steps are derived from winning results. This step is crucial because it confirms whether the test result was statistically significant or potentially just a fluke. This means that CROs should also possess a good knowledge of statistics and probability to calculate why and when one version of your site or web page is generating more conversions than the others.

They will then explore how to implement results from winning tests to your website and other media channels. The increased conversion rate in one channel means you can try the same for other digital assets of your business, such as social media, affiliate and PPC campaigns.



Like a swiss army knife, the CRO has multiple skills and is well versed in a range of disciplines

The Skills Of A Multi Disciplined Individual

A conversion optimisation expert is jack of all trades. If you thought CRO was all about changing button colours or moving content above the fold, then you must know that the role of CRO is a lot more complex than this. To that extent, they must have sufficient knowledge in varied subjects like Psychology so they can understand what’s going on in the customers mind, User research to learn what users think of your product or website, Designing and coding (HTML, CSS, Javascript) that will allow them to create tests and Statistics to analyse the results of those tests. But most importantly, a CRO must know about Business and all the important metrics and KPIs that they are working to improve so they can show the impact of their efforts in a meaningful way.

In Conclusion

CRO professionals should possess these qualities, as conversion rate optimization is not just about applying best practices, but generating a range of activities with actionable intelligence to drive results. Although it may be not be as appealing as pushing the magic buttons, such an approach offers a more reliable way to generate sales and leads.

I’m going to be holding a free webinar on 19th Jan 2016 at 3 pm (UK time GMT)

conversion optimisation webinar
Spaces are limited, so if you are interested register for the webinar via this link. There will be no recordings or replays.