Have you ever wondered what Conversion Rate Optimizers do?

[RichMax]

Hello,

Are Conversion Rate Optimization (CRO) services exclusively offering recommendations for enhancing design, content, user experience (UX), and conversion rates, or do they also engage in implementation assistance? For example, in transitioning from a content writing background to CRO, is it prudent to maintain content writing responsibilities in conjunction with CRO initiatives, or would it be more advisable to assign content-related tasks to another writer?

 

[romeo]

My team and I provide tailored services, explicitly categorized as Done For You (DFY) or Done With You (DWY) services. In the DFY model, we present our findings and recommendations during a formal meeting, after which we create a prioritized list of changes to be implemented. Conversely, in the DWY model, we follow a similar procedure; however, we allow our clients to implement the changes independently while remaining available to assist should they encounter challenges beyond their capacity. Regarding content writing, the direction taken is contingent upon the intended purpose of the content—whether it is informative or transactional. Both aspects are crucial; however, it is noteworthy that adjusting sales copy on a product page typically holds a lower immediate impact compared to a comprehensive overhaul of marketing messaging, which can significantly influence both long-tail and short-tail marketing strategies, including SEO, email automation, and video advertising campaigns. Based on your data, it is essential to determine where you wish to effect change, as this will inform the focus of your efforts.

 

[Lucash]

Many individuals claiming to be Conversion Rate Optimization (CRO) experts rely on internet searches to guide their strategies and adopt generic best practices. For instance, they may assert that all buttons should be a specific color based on arbitrary online recommendations.

In contrast, proficient CRO experts thoroughly identify business objectives, formulate well-considered hypotheses regarding areas that merit testing to enhance those objectives, conduct tests on various alternatives, and evaluate whether implementing new features is advantageous.

 

[Steve]

As a Chief Revenue Officer (CRO) with experience on both the agency and client sides, I’d love to share what we do!

First, we thoroughly learn about our clients, gaining a solid understanding of how their businesses operate. This includes examining revenue, costs, traffic, marketing activities, and products. For example, we’ve collaborated with online car showrooms like Carwow, which have a high inventory, and airlines that rely heavily on additional services like seats and meals to generate actual revenue.

Next, we perform heuristic evaluations and audits. We examine apps and websites closely to generate scores and insights and identify areas for improvement. We organize these findings into a handy sheet that highlights high-impact, low-effort opportunities, among other things.

After that, we translate our findings into a testing calendar, where we can test our hypotheses on websites and/or applications, comparing them against a control group to see which scenario is most promising for development.

We also approach businesses with a consultant's or strategist's mindset, focusing on enhancing elements like copy, content, UI quality, and the overall user journey. This means making it easier for users to complete vital actions, such as reducing the number of fields in a checkout form or highlighting that a buy-now-pay-later option is available early in the user journey—all aimed at boosting conversions.

So, if you’re considering moving from content writing to CRO, I encourage you to keep pushing forward rather than stepping back. Your skills will indeed be an asset in thriving as a proficient CRO!

 

[RichMax]

As a Chief Revenue Officer (CRO) with experience on both the agency and client sides, I’d love to share what we do!

First, we thoroughly learn about our clients, gaining a solid understanding of how their businesses operate. This includes examining revenue, costs, traffic, marketing activities, and products. For example, we’ve collaborated with online car showrooms like Carwow, which have a high inventory, and airlines that rely heavily on additional services like seats and meals to generate actual revenue.

Next, we perform heuristic evaluations and audits. We examine apps and websites closely to generate scores and insights and identify areas for improvement. We organize these findings into a handy sheet that highlights high-impact, low-effort opportunities, among other things.

After that, we translate our findings into a testing calendar, where we can test our hypotheses on websites and/or applications, comparing them against a control group to see which scenario is most promising for development.

We also approach businesses with a consultant's or strategist's mindset, focusing on enhancing elements like copy, content, UI quality, and the overall user journey. This means making it easier for users to complete vital actions, such as reducing the number of fields in a checkout form or highlighting that a buy-now-pay-later option is available early in the user journey—all aimed at boosting conversions.

So, if you’re considering moving from content writing to CRO, I encourage you to keep pushing forward rather than stepping back. Your skills will indeed be an asset in thriving as a proficient CRO!

I sincerely appreciate your prompt response. Since my initial communication, I have taken the opportunity to explore conversion rate optimization (CRO) further and have completed the CRO mini degree from CXL. I want to learn more about your third point; please share what tools you use to test your hypotheses and conduct A/B testing.

 

[Steve]

When testing a hypothesis, we often use tools like Braze and WVO, among others available today. In the past, Google Optimize was a common choice, but it had limitations.

Tools like Microsoft Clarity and Hotjar can be invaluable when creating hypotheses. They allow us to gain insights into user behavior and even send out surveys to gather valuable feedback directly from users.