Conversion Rate Optimization Services for Marketing Leaders

Are your digital marketing efforts failing to generate the leads or sales you need? 

Don’t worry, you’re not alone. Many businesses struggle to turn website visitors into paying customers.

This post is your guide to getting better results from digital marketing. We’ll explore the most common conversion problems and how conversion rate optimization (CRO) services can be the solution.

We won’t only diagnose conversion problems—we’ll also give you actionable strategies you can start implementing immediately to fix them. You’ll discover how a data-driven CRO strategy can help your company:

• Attract the perfect audience.

• Streamline the customer journey.

• Build trust and credibility.

• Harness the power of data.

• Break down internal silos.

Let’s get started.

What is conversion rate optimization?

Before we go any further, let’s make sure we’re on the same page about what conversion rate optimization (sometimes shortened to CRO) is.

The CRO process enhances the likelihood that potential customers in your target audience will take the desired action when they see an ad, land on your website pages, or encounter your brand in some way. The most desired action companies usually want users to take is to make a purchase. But a conversion can be any relationship-building action.

Conversion rate optimization is an ongoing process that never ends. There are too many specific CRO tactics to cover in this post, so we’ll only explore best practices.

CRO is often associated with website traffic and digital marketing campaigns that focus on lead generation. E-commerce websites use CRO most often, but any business can benefit from improving conversion rates.

CRO strategies apply to anything related to online business marketing, such as emails, newsletter sign-ups, and directory listings. CRO can also be used to increase conversions for traditional marketing campaigns, such as print and TV ads.

Sometimes, marketers will suggest overhauling an entire website to improve your conversion rate, but this kind of major overhaul is rare. In most cases, even minor adjustments can have a positive impact.

Search engine optimization vs. conversion optimization

Search Engine Optimization (SEO) and Conversion Rate Optimization (CRO) are two essential areas of expertise designed to improve website performance, but they focus on different aspects of the user experience.

The goal of SEO is to increase a site’s online presence and drive organic traffic. SEO improves your website’s search engine performance using tactics like technical diagnostics and on- and off-page keyword strategies. Perhaps you’ve had website audits before. If so, that was part of an SEO strategy.

On the other hand, the purpose of CRO is to turn traffic to your website into leads and customers. CRO expertise leverages everything we know about user behavior and site performance, including website elements like headings, buttons, and images, to increase the website’s conversion rate.

Data-driven CRO audits

Before you can fix a problem, you have to understand what’s causing it. A data-driven CRO audit determines your approach to conversion rate optimization, specifically outlining the actions you need to take. The ultimate goal of this audit is to understand what’s preventing your website from converting visitors into paying customers.

An audit is a complete review of your website and marketing initiatives. It helps identify opportunities for conversion and key areas for improvement.

A skilled CRO expert will use a variety of tools and research methods to conduct the audit. Part of the CRO marketing process involves analyzing your website’s performance and user behavior. For example, they might use heat maps to see where visitors are clicking and how far they scroll down a page. They also analyze your entire conversion funnel to see where visitors are dropping off.

What are conversion optimization services?

Conversion rate optimization services provide clients with expert insight and specialized conversion rate optimization. CRO specialists and consultants understand user behavior and trends. They also have extensive experience with multivariate testing and other testing tools that improve accuracy.

These experts use testing tools to build CRO strategies based on analytics and other data related to website usability. A CRO consultant also looks at other aspects of a marketing strategy to ensure each performs at the highest level. While the list of marketing conversions is extensive, we’ll review some of the most common in the following sections.

Websites and landing pages

Experts will perform a detailed CRO audit to identify and address any issues with a website’s or landing page’s user experience. They can identify problems that create friction for your visitors, such as broken links and slow page loading times, which prevent them from taking the desired action.

A CRO consultant can also tell you about your site’s click through rate, the percentage of visitors who convert, and what they do when they land on your pages. With these analytics, they can make recommendations to improve your website’s conversion funnel. This is especially helpful for e-commerce businesses that need help developing better product pages.

The customer journey experience

The user journey plays a critical role in a digital marketing strategy. CRO services help companies build out the entire customer journey, from initial awareness to advocacy. The process of customer journey mapping involves evaluating the overall customer experience and testing the conversion funnel.

Pay-per-click advertising

A conversion rate optimization company can help businesses optimize pay-per-click ads (PPC) and other marketing initiatives. They achieve this by testing ad groups, keywords, and other advertising campaign components to identify which have the most significant impact on conversion rates. These CRO efforts help lower the cost of acquisition.

Sales and service processes

A company’s sales and service processes should align. CRO services utilize sales analytics and CRM data to identify gaps between sales and service departments. Then, brands can fill the gaps to increase customer satisfaction and overall sales conversions.

A/B tests

It isn’t easy to optimize a marketing strategy without testing. An experienced CRO consultant has extensive experience with analytics and testing. They use A/B testing (also called split testing) and multivariate testing to figure out which variation of a marketing asset performs best.

A/B testing involves testing two different versions of an asset against each other to see which one performs better. Consultants randomly “split” traffic between the two versions and measure which one has a higher conversion rate.

This is a great way to discover the impact of minor changes, such as button colors or the wording of a headline.

Multivariate testing compares multiple versions of unique elements of an asset at the same time. This allows you to test a larger number of variations to see how different combinations perform.

Who provides CRO services?

Digital marketing agencies and specialized consulting firms usually offer CRO services. These experts analyze website data, conduct user research, and implement conversion strategies to maximize the effectiveness of online marketing efforts. A reputable CRO agency can provide a full-service conversion experience.

Benefits of conversion optimization services

In simplest terms, businesses can improve their return on investment (ROI) by increasing revenue and lowering expenses. Marketing is one of the most significant expenses for small businesses and big brands alike. Conversion optimization services can save companies thousands of dollars.

The amount of money allocated to marketing varies from one type of business to another. But according to recent data, companies spend an average of 8-15% 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% of the total annual budget for businesses across the board.

Conversion optimization keeps costs under control because it works on both sides of the ROI equation. It helps to boost your revenue and lower the cost of acquisition.

How to measure the results of conversion optimization services

There is no way to know if a CRO strategy works unless you track it. A team of CRO consultants can help clients develop relevant KPIs (key performance indicators) to track 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 and testing one element at a time. Then, you can observe it over a set period (i.e., 30 or 90 days) to measure the overall impact.

Conversion optimization example

Let’s look at a simple example to illustrate the value of conversion optimization.

One of the most telling factors businesses can use to assess a conversion optimization strategy is Customer Acquisition Cost (CAC).

You can calculate CAC by dividing the total money spent by 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 rate expert can see how efficient your marketing investments are. This is the kind of data-driven information brand executives need to make informed decisions about their business goals and growth strategy.

To illustrate, let’s assume your company spends $1,500 to get one customer (CAC), and your monthly marketing budget is $10,000. 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 net over $140,000 each year on those new customers.

Now, let’s look at how conversion rate optimization can change things. 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’s an average of two more new customers each month with the same investment.

This means optimization can increase ROI for your brand by 58%.

You can also break down CAC for each channel in your conversion funnel to make a comparison. From there, you can decide which channels yield the highest ROI. Then, you can allocate more resources toward those that perform best and cut back on the ones that don’t.

You might need conversion optimization consulting if…

Conversion rate optimization services can help you break through growth barriers and reduce expenses. Here are some signs you might want to hire experts:

You want an objective perspective.

A CRO expert can give you and your team an objective, unbiased analysis of your brand’s performance. Most companies struggle to make an honest assessment because they’re too close to the business.

You’ve run out of ideas.

If you’ve tried everything but still need to see results, optimization consulting could be exactly what you need to get the breakthrough you’ve been looking for.

Revenue is flat.

Conversion optimization can help you uncover even the most minor details that could be holding back your brand’s income-generating potential and boost your revenue.

You’re struggling to compete.

A professional CRO consultant can help your company reduce expenses and increase profit. This means your company will have more resources to improve its competitive positioning.

You want to optimize the business’s operating costs.

Companies are always looking to improve the bottom line. A CRO consultant analyzes a company’s digital strategy, identifying areas for improvement to lower expenses while achieving better results.

The Brand Auditors: Boost profit with conversion optimization 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 how to make that happen.

At The Brand Auditors, we have a proven track record of getting results. Our experienced CRO specialists have helped clients:

• Boost sales

• Improve the user experience

• Turn data into growth

• Stay ahead of the competition

Our tailored conversion optimization services are designed to help you drive traffic and increase the percentage of website visitors who convert. We can also help you reduce friction to achieve your business goals.

Ready to turn your website visitors into paying customers and boost your revenue?

Connect with a strategist today to learn how our proven CRO tactics can increase your net income.