A conversion rate optimization expert probably isn’t the first person you think about when trying to increase your online sales. Instead and thanks to savvy marketing, you probably think of those “slick talking” Internet Marketing pros like:
- SEO or SEM Experts
- Pay-Per-Click or PPC Experts
- Social Media Marketers
- Content Marketing Experts
- Mobile Marketing Experts
To be clear: Every single one of the Internet Marketing experts listed above can potentially help you boost online traffic and conversions. However, who gives a shit? I mean, technically speaking, riding a tortoise would probably get you from point A to B–but does that mean it’s the most efficient or effective mode of transport? Of course not and just because an Internet Marketing strategy can produce some sales doesn’t necessarily mean it’s profitable or a good investment for your business.
And in the interests of 100% full disclosure: You ultimately need to invest in one or more of those traffic-generating services to ultimately grow your website. There is no way around that and I am not saying otherwise.
But, there is another option: Conversion rate optimization or CRO for short.
What a Conversion Rate Optimization Expert Actually Does to Boost Online Sales
As the name suggests, a CRO expert works to increase the overall conversion rate on a website. To accomplish this goal, the conversion rate expert will study website traffic analysis using tools like Optimizely, Crazy Egg, or Google Analytics to find the specific issues that are alienating visitors and costing you sales and/or conversions.
So what type of problems might a conversion rate optimization pro fix to increase online sales and/or conversions?
Here’s just a short list of some of the most common conversion problems fixed during optimization projects:
Shoddy Programming (think slow load times, glitching/non-working links or UI features, etc.)
Confusing Website Navigation
Improper Layout/Presentation Order of Sales Tools
Weak Website Design (doesn’t funnel people towards primary CTA’s, too confusing to navigate, etc.)
Weak or Non-Existent Credibility Tools
Inconsistent Messaging in Your Sales/Marketing Funnel
Word Press/CMS Configuration Problems
Shopping Cart Configuration/Set-Up
Weak or Wrong Direct Response Copywriting Tools
Business Model (like selling directly when the site would generate more profit converting prospects into qualified leads)
Weak or Untargeted Traffic Sources
By using web traffic analysis and tools like heat mapping software, a conversion rate optimization expert quickly isolates and then prioritizes the problems. Next and because the problems typically require more Internet Marketing skills (like copywriting, web design, web programming, Word Press/CMS configuration, etc.) than any one person can possibly master, the conversion expert coordinates with other website experts to fix the problems. Finally, the new conversion rate is verified using website split testing.
In all, it might take several weeks or even months for a conversion rate optimization expert to fully optimize the site and verify final results. Obviously, the larger and more complex the website, the longer it will take to complete the conversion rate optimization.
So just like SEO, PPC, Content Marketing, Social Media Marketing, and Mobile Advertising, conversion rate optimization can indeed increase your online sales. But, the only thing that matters is: What will generate the most ROI for your investment?
In most cases, the answer will not only be conversion rate optimization: It will FAR exceed the ROI generated from SEO, PPC, and other Internet Marketing options. But how?
3 Ways CRO Experts Generate Far Higher ROI Than Other Internet Marketing Experts
#1: More Sales with No Increase in Marketing Budget
Think about it: Whether you are talking about SEO, PPC, Content Marketing, or even Social Media Marketing, all strategies involve increasing your marketing budget to generate more sales. Now I wish I could tell you that a one-time investment in SEO, SMM, etc. would generate a long-term increase in sales: But it just isn’t so.
Look, even with SEO or social media marketing: Yes, there will be some residual traffic and even conversions after the investment has stopped but that will quickly end. In just weeks, a long-term investment in SEO, social media, etc. will stop yielding extra sales and everything will rapidly grind to a halt. In other words: You either feed the beast constantly, or you’re soon up shit creek with no traffic.
But a conversion rate optimization expert doesn’t just get you more sales during the optimization project and for a short period afterwards. In fact, by permanently fixing the conversion problems, an optimization project can literally generate higher conversions for years after the job is complete. In terms of ROI, this has some pretty awesome implications for a website owner:
- Every Sale Is More Profitable Because It Requires No Additional Marketing Investment
- Optimization Also Increases the ROI from Other Internet Marketing Investments
- ROI Continues to Increase for Months, Possibly Years, After Initial Investment
With marketing costs consuming such a big portion of overall revenues for most online businesses, the ability of a conversion rate optimization expert to boost sales with no increase in marketing budget means big profits and a massive ROI. Any Internet Marketing investment that requires an increase in marketing costs will only generate a fraction of the ROI of CRO because of this one fact alone.
#2: A Conversion Rate Optimization Expert Can Actually Reduce Marketing Costs
Did you know that most PPC campaigns are bloated with 20-40% of targeted keywords that have never–and most likely will never–convert? That means that you could generate the exact same number of conversions you are now but reduce your paid online marketing budget by 20-40%, on average. Those savings add up to big profits for any online business spending significant money on paid marketing.
To reduce paid marketing costs, a conversion rate optimization expert needs:
- Website Traffic Analytic Program to Track Conversions at Keyword Level
- Configure Platform to Track Both Engagement and Conversions
- A Large Enough Sample Size to Provide Reliable Conversion Data
In terms of a website traffic analytic program, Google Analytics is both FREE and capable of tracking conversions down to the keyword level for paid marketing platforms. To track visitor engagement, it is best to track the number of visitors who stay on the site for more than 2 minutes and who view more than 2 pages. Even those these may not be direct conversions, the engagement suggests they are in target audience and could convert down the road. All the other keywords should be eliminated from the ad campaigns and shouldn’t reduce conversions by any significant amount.
In the end, a conversion rate optimization expert can indeed help lower your paid marketing costs, thus boosting profits, and ultimately help deliver much higher ROI than options that raise your ad budget.
#3: No Recurring Fees
I don’t care whether you invest in SEO, SMM, or even PPC: There are always recurring fees that keep sapping your profits month after month. Some call them maintenance or administrative fees but the bottom line is that they act like a leech on your bottom line without delivering any more sales.
But when a conversion rate optimization expert finishes an optimization project, that’s the end of it and there are no recurring fees of any kind. Now if a website owners makes a radical adjustment to their business model, changes products, or something along those lines: Then yes, some additional optimization may be required but only on the new content.
Final Thoughts on Hiring a Conversion Rate Optimization Expert vs. Other Internet Marketing Experts
An investment of time or money will always be required to grow a website and generate additional sales. The pressing question for any website owner is what investment will generate the highest ROI for their website. Hiring a conversion rate optimization expert will boost overall conversions, reduce marketing costs, and comes with no recurring fees. And when the optimization is complete, the higher conversion rate will then make all other investments in SEO, PPC, and other traffic generating investments more profitable as well.
So when you add up the benefits and savings, a conversion rate optimization expert will generate far higher ROI for your online business than competing options plus make future traffic-generating investments more profitable.