How To Sell Conversion Rate Optimisation Internally To Your Boss
In the corporate hierarchy of bosses, managers and marketers, life is a like a crowded New York City street. Your boss is one of the naysayers stiff-reading thousands of emails competing for his/her attention. Your boss has an agenda, and that agenda doesn’t include you, your suggestions, or your need of CRO (Conversion Rate Optimization) to improve your marketing campaigns.
To get your boss excited about CRO, you have to make a strong case. Here are a few actionable tips to note as you build a case to get your boss on board with conversion rate optimization.
Speak your company’s language.
It’s all about cents and dollars for your boss, so you need to show how investing in CRO can boost the company’s bottom line. This would involve explaining the ROI (return on investment) of a CRO-based project. If your boss knew the potential ROI of CRO using common metrics, they’ll give it priority over other projects.
For example, explain that conversion rates can improve by simply creating a landing page for your top products. Let them know that this tactic can lead to more sales than directing all of your paid search traffic to your homepage.
Most importantly, don’t go heavy on the acronyms. Just because you’ve studied up on the latest CRO trends doesn’t mean that your boss has. Explain everything in a simplistic way – not by dumbing it down, but by making it clear. You want your boss to ultimately hear that you know a way to increase your business’s revenue. Period.
Back your case with real-life examples.
Successful companies have seen huge wins with optimization and testing. Smartwool boosted their revenue per visitor (RPV) by 17 percent by adding optimization to its digital marketing strategy. This could be the deal-clincher, as the last thing your boss would want to do is get left behind.
The best part? The changes made by these companies weren’t major design or copy changes. WikiJob saw a 34 percent increase in sales by adding testimonials. Before, it had a call to action, but the absence of social proof was causing lackluster sales.
In some cases, you may even want to take it upon yourself to make a small change, and then show your boss that one small conversion optimization tactic boosted revenue. That should make them excited to see what other CRO steps you can take to further boost revenue for your business. Be sure that you have been tracking data before and after your test to make your case effectively.
Pinpoint room for improvement in analytics.
Request your company’s analytics report. Then look for the data that shows how much time visitors are spending on the company website, but not making purchases. Or how many visitors are entering your shopping cart, but not finishing their purchases. Or how much data you aren’t tracking to begin with that could show you these important statistics.
Explain how CRO can stop people from leaving your website without making a purchase.
This may involve calling for revision of design, new content, and calls to action to entice visitors to convert. It will be easier to convince your boss to let you make CRO modifications to optimize customer journeys if they can see where there are problems that need to be fixed.
Demonstrate how much revenue you’re losing.
Hit the businessperson where it hurts (in the wallet) by showing concrete numbers and potential lost revenue. If a competitor is boosting conversion rates by 10 percent in a high-volume industry, that 10 percent is a lot of business that could have otherwise been yours.
For every 92 dollars spent on driving traffic to a site, only $1 is spent on optimization. Talk about how the company is losing revenue by not making efforts to convert visitors into customers. Explain how increasing your conversion rate percentage for the traffic you are already receiving would make more sense than driving more traffic that will not have the opportunity to convert.
Show how cost effective CRO can be.
The most important thing you can do, once you’ve shown the benefits of CRO to your boss, is to show how cost effective it can be. This will involve balancing the numbers of how much CRO will cost versus the dollar value benefits to your bottom line.
There are two ways you can approach it. You can start by showing your boss the cost of the tools involved in CRO. For example, if your website has less than 10,000 visitors, you can invest in Visual Website Optimizer for only $49 per month. This will give you access to a full suite of tools for A/B testing, multivariate testing, heatmaps, targeting, visual editors, and much more.
Of course, if you don’t know what to start testing and how to test it, you might be better off investing in CRO services where professionals help guide you through the process, from where your conversions are now to where they could be.
The benefit to the latter is although you would be paying more than if you just purchased a subscription to a tool, you wouldn’t have to start from scratch. You could get guidance on what to start testing to get the best results as quickly as possible. And as you start to increase your revenue, you will be able to invest more to continue raising your conversion rates.
Have you found those incredible hooks to sell CRO to your boss? Do you find these tips useful? Please let us know what additional questions your boss may have that we can help you answer in the comments!
I’m going to be holding a free webinar on 19th Jan 2016 at 3 pm (UK time GMT)
Spaces are limited, so if you are interested register for the webinar via this link. There will be no recordings or replays.