Conversion Rate Optimization (CRO) rarely gets the attention it deserves. CRO is the process of testing different components of a website through A/B and multivariate testing in order to improve the site’s effectiveness in converting visitors. While CRO is often boiled down to simple one-off optimizations like changing the color of a call-to-action button, when done correctly it’s actually a far more involved and complex process than that.
Conversion rate optimization is so important because it’s the only tactic in the digital marketing arsenal that actually increases the value of the traffic you’re driving to your site via other means. By improving your website’s ability to convert users to customers or leads, you’ll get more out of the online marketing budget you use to attract visitors. Instead of getting 1 out of every 100 users through the conversion funnel, imagine if you could get 2 out of every 100. Over time, the business impact of such an improvement would be enormous.
Conversion rate optimization is a highly specialized field, and few brands have the resources to manage it properly in-house. But many quality conversion rate optimization agencies exist that can help brands take a strategic approach to making website changes.
So, how do you pick a top conversion rate optimization agency out of the crowd? Be on the lookout for these key differentiating factors.