Conversion Optimization Consulting: Get More with Less

Increase ROI on PPC ads, websites, and other digital marketing tactics with conversion optimization consulting services from The Brand Auditors.

POST UPDATED:

May 20, 2024

Conversion Optimization Consulting

Are marketing efforts not generating the leads or sales you deserve? Don't worry, you are not alone. Many businesses struggle to convert customers from social media, web pages, email marketing, and other digital channels.

This post is your guide to breaking free. We will expose the common culprits behind conversion problems and how conversion optimization consulting can be the solution.

But we won't only diagnose the problem. This post also provides actionable strategies you can use to start getting results.

You will discover how to leverage a systematic process that will help your company:

  • Attract the perfect audience: Discover how to target qualified leads ready to convert.
  • Streamline the customer journey: Reduce the friction that turns buyers away.
  • Build trust and credibility: Leverage testimonials, social proof, and transparent communication.
  • Harness the power of data: Track key metrics and use split testing for continuous improvement.
  • Break down internal silos: Foster a collaboration culture to optimize the entire customer journey.
Table of Contents

    What is conversion optimization?

    Before we go any further, let’s define conversion rate optimization (sometimes shortened to CRO).

    CRO is a process designed to get potential customers in your target audience to take a desired action.

    There are too many optimization techniques to count. Even the slightest changes can make a significant difference. The process never ends and could go on forever.

    The conversion optimization consulting process uses a variety of strategies, data sources (i.e., Google Analytics), and relevant experience to do their job. For example, changing your website’s design and navigation—even the colors of calls to action—can make an impact.

    Conversion optimization is most often associated with websites and digital marketing campaigns and their ability to generate leads. However, you can use optimization strategies for almost anything related to an online business. Emails, newsletter sign-ups, and directory listings are examples. Conversion optimization can also apply to traditional campaigns, such as print and TV ads.

    But why should you invest in conversion optimization?

    Think about it this way: let’s assume your website’s current conversion rate is 1 percent. If you can increase that number by just 1 percent, you have doubled engagement—without spending another dime.

    Indeed, you may only see incremental increases from CRO. But the compounded effects of those minor improvements can be impressive.

    Website Performance Audit: A Step-by-Step Guide

    Improve your site with this easy-to-understand introduction to website performance audits. Learn key tips, ideas, and tactics that will get results.

    Search engine optimization vs. conversion optimization

    Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO) are two essential components of digital marketing. Both aim to improve website performance, but they focus on different aspects of the user experience.

    SEO is a process designed to improve company website sales channels. Technical diagnostics, and on- and off-page optimization are examples of SEO tactics. The goal of SEO is to increase visibility on search engines and drive organic traffic to a website.

    While SEO focuses on building website traffic, CRO focuses on turning that traffic into leads or customers. Both are important because they work together to increase visibility for an online business and generate more revenue.

    Conversion optimization is a strategy

    Optimizing conversion rates requires a strategic and systematic approach. It’s not a one-time effort or a random series of changes, but a continuous, data-driven process that leverages industry best practices and multivariant testing.

    Though CRO can be technical, the concept is simple. Conversion rate experts make a series of minor changes and record the effects of each. Over time, you will see what prompts your customers to respond—either positively or negatively.

    To make the task a little easier, CRO consultants study user behavior data and other conversion analytics. This information helps them understand the conversion process, the psychology of specific customer segments, and what optimization tactics they might respond to.

    For example, some studies suggest that certain colors (such as red) generate higher clicks when used for website buttons. But that doesn’t mean all effective digital marketing sites use red. The color selection comes down to your brand’s color palette, industry, customer preferences, and other factors.

    Conversion Rate Optimization Process
    Conversion Rate Optimization Process

    What is conversion optimization consulting?

    Conversion optimization consulting is a service companies can employ that enables them to leverage an expert's insight. CRO consultants study user behavior and trends to figure out what motivates people to buy a product or service. Consultants also have experience with multivariate testing and testing tools that make the task easier and faster. CRO specialists make recommendations for increasing conversions using analytics and other data, such as page views, website form submissions, or ad clicks.

    A CRO consultant looks at every aspect of a marketing strategy to make sure everything performs at the highest level. While the list of areas included in conversion rate optimization consulting is extensive, here are some of the most common:

    Websites and landing pages

    Conversion rate optimization consultants will uncover any problems with the user experience and correct them. Broken links and slow page loading times are examples of issues that prevent websites and landing pages from converting more customers.

    A consultant can also tell you what website visitors do when they land on those pages. You can use the consultant's insights to increase overall conversion rates on the website. This is especially helpful for e-commerce businesses.

    The customer journey experience

    The customer experience plays a critical role in lead generation and sales conversions for an online business. CRO consultants help companies build out their customer journey, from awareness to advocacy. Customer journey mapping includes testing the sales funnel, revising content for SEO copywriting standards, and evaluating how users interact with the brand.

    Customer Journey Map
    Customer Journey Map

    Pay-per-click advertising

    It’s easy to spend a fortune on paid ads without getting results. The conversion optimization consulting process can help companies optimize PPC ads. They do this by testing ad groups, keywords, and other components of advertising campaigns to find out which ones might have the greatest impact on conversion rates.

    Sales and service processes

    A company’s sales and service processes should align. A CRO specialist looks at sales analytics, CRM data, and other data to uncover issues between the sales and service departments. Then, brands can fill the gaps (i.e., improvements to quality assurance) to increase customer satisfaction and sales conversion rates.

    A/B tests

    It’s impossible to a marketing funnel without testing. A conversion rate optimization consultant has extensive experience with testing.

    A/B testing and multivariate testing are used to figure out which variation of a marketing asset performs better. While they may seem similar, there are some key differences between the two.

    A/B testing (split testing) involves testing two different versions of an asset against each other to see which one performs better. A split test is typically done by randomly splitting traffic between the two versions and measuring which one has a higher conversion rate. A/B testing is a great way to discover the impact of minor changes, such as button colors or the wording of a headline.

    Multivariate testing is used to compare multiple variations of unique elements on an asset simultaneously. This allows you to test a larger number of variations to see how different combinations perform. Control webpages can be used to test combinations of headlines, images, and calls to action. The results show which version of a page gets the highest conversion rate.

    Who provides conversion rate optimization consulting?

    Consulting is typically provided by digital marketing agencies or specialized consulting firms. These experts analyze website data, conduct user research, and implement strategies to improve conversion rates and maximize the effectiveness of online marketing efforts.

    Benefits of conversion optimization consulting

    In simplest terms, businesses can optimize ROI by increasing revenue and lowering expenses. Marketing is one of the largest expenses for small businesses and big brands alike. Conversion optimization consulting can potentially save companies thousands of dollars.

    The amount of money allocated to marketing varies from one type of business to another. But according to the 2020 CMO Survey, companies spend an average of 8-15 percent of their revenue on marketing and advertising. B2C companies spend more, on average than those in the B2B sector. Likewise, marketing accounts for 11-17 percent of the total annual budget for businesses across the board.

    In other words, it takes a lot of money to feed the marketing machine.

    Conversion optimization keeps costs under control because it works on both sides of the ROI equation.

    IMAGE-marketing budget allocation-Salesforce
    IMAGE: Marketing budget allocation (SOURCE: Salesforce.com)

    How to measure the results of conversion optimization consulting

    There is no way to know if a CRO strategy works unless you track it. But you must do more than track visitors to your website. Conversion optimization consulting can help companies develop relevant KPIs (key performance indicators) that will help them monitor short-and long-term results.

    The key is to examine the cause-and-effect relationship between a CRO tactic and the result. We recommend changing one element at a time. Then, you can observe the results over a set period (i.e., 30 or 90 days) to measure the impact.

    For example, let’s assume we want to see the effect of changing the color of your website’s call-to-action button. Once the change has been made, we would wait at least 30 days to assess the impact, depending on website traffic levels.

    Conversion optimization example

    In this section, we will look at one example of conversion optimization to illustrate the value of the process. In this instance, we will optimize the cost of customer acquisition.

    Customer Acquisition Cost (CAC) is one of the most telling factors businesses can use to assess an optimization strategy. You can calculate CAC using the total dollars spent and the total number of new customers gained within a specified period.

    Here is the CAC calculation formula:

    Customer Acquisition Cost Total Cost of Sales /
    Number of Customers Acquired

    With this formula, a conversion optimization consultant can see how efficient your marketing investments are.

    To illustrate, let’s assume your company spends $1,500 to get one customer (CAC), and your monthly marketing budget is $10,000. Based on these numbers, your business should get six or seven new customers each month. If the annual revenue generated per customer is $3,500, then your business will make $252,000 each year on those new customers.

    Here is the math:

    6 new customers per month x 12 months = 72 new customer per year x $3,500 generated per customer = $252,000

    Of course, the total acquisition cost is $108,000 (72 customers gained at $1,500 each). This yields a net profit (before COGS) of $144,000.

    Now, let’s look at how conversion rate optimization can shake things up (or should I say, down).

    If you can reduce CAC to $1,200 (from $1,500), the same budget of $10,000 should yield eight or nine new customers. That is an average of two more new customers each month with the same investment.

    It gets better.

    If the annual revenue per customer is $3,500, then your company has turned an additional profit of approximately $84,000 per year.

    Again, let’s look at the math:

    2 additional new customers per month x 12 months = 24 new customers per year x $3,500 = $84,000

    This means your brand can increase ROI by 58 percent.

    You can also break down CAC for each sales funnel channel to make a comparison. From there, you can decide which sales channels yield the highest ROI. That means you can allocate more resources toward those that perform best and eliminate the ones that don’t.

    This is the type of data-driven information brand executives need to make informed decisions about their business goals and growth strategy.

    Revenue before and after CRO-0323
    IMAGE: Revenue before and after the CRO process (Click to expand)

    You might need conversion optimization consulting if…

    Conversion rate optimization consulting can help you break through growth barriers and reduce expenses. But how do you know if you need a CRO consultant?

    Here are some reasons to consider:

    You want an objective perspective.

    A conversion consultant can give you and your team an objective, unbiased analysis of your brand’s performance. Most companies have a difficult time making an honest assessment because they are too close to the business.

    For example, if someone on your team has contributed to the company’s website design, they probably feel good about the final result. But what if some of your website’s design elements are to blame for low conversion rates?

    It happens all the time.

    A CRO expert can give you the unbiased feedback you need.

    You have run out of ideas.

    Paid ads. Discounts and promotions. Marketing agencies. You have tried them all, but no results. If that sounds familiar, then it might be time to get some help. Optimization consulting could be exactly what you need to get the breakthrough you’ve been looking for.

    Revenue is flat.

    Increasing revenue isn’t easy. Sometimes, the root cause of revenue growth goes unnoticed because it seems so insignificant. But conversion optimization can help you uncover even the smallest details that could be handcuffing your brand’s performance.

    You are struggling to compete.

    Are you slowly falling behind the competition? If so, it might be time to consider getting help from a professional CRO consultant. A consultant can help your company reduce expenses and increase profit. This means your company will have more money available to improve its competitive positioning.

    You want to optimize the business’s operating costs and ROI.

    Companies are always looking for ways to improve the bottom line. One of the best ways to do that is through conversion optimization. A CRO consultant analyzes a company’s digital strategy and shows them what to do to lower expenses while getting better results.

    Conversion Optimization Consulting

    Consulting services for emerging or established companies that want to increase ROI on their digital marketing plan.

    The Brand Auditors: Boost profit with conversion optimization consulting services

    Many companies struggle to meet their growth goals because they need to convert more potential buyers into paying customers. Yet, they aren’t sure what they need to do to make that happen.

    At The Brand Auditors, we have a proven track record of getting results. Using our conversion optimization consulting services, clients have been able to:

    • Boost sales
    • Improve the user experience
    • Target the right audiences
    • Turn data into growth
    • Stay ahead of the competition

    If you would like to learn more, click the button below and schedule a free call.

    Chris Fulmer PCM-Brand Auditors

    Chris Fulmer, PCM®

    Brand Strategist | Managing Director

    Chris has over 15 years of experience in brand development and marketing. He has designed strategies across various industries, such as technology, B2B services, and healthcare. His expertise includes brand positioning, competitive analysis, content marketing, and web development.

    Click to learn more about Chris

    Are you ready to find out how a brand audit can transform your business?

    Our brand audit process is a comprehensive analysis designed to help companies optimize performance.

    • Increase ROI on lead generation and sales conversions.
    • Reduce marketing expenses.
    • Strengthen brand positioning to become more competitive.

    We guarantee satisfaction or get your money back! Schedule a discovery call with a brand auditor to find out more.

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