Let me lay the cards on the table: Conversion rate optimization can be a significant investment of time and money. Also known as CRO or even website optimization, this process is well worth the investment for three simple reasons:
- CRO Permanently Boosts Website Conversions
- CRO Boosts Online Sales/Conversions with Zero Increase in Marketing Costs
- No Ongoing Fees or Charges
On average, most sites will see a 40-50% overall increase in conversions after CRO is complete. In some cases, the improvements can be mind-numbing and easily exceed 200% or more like a recent optimization project we completed in the dating niche. See the screenshot below:
The benefits of CRO are undeniable. For proof, note that some of the biggest tech firms on the planet like Google, Facebook, and even Netflix are hiring CRO firms to optimize their own sites.
But that’s the catch: Many smaller websites honestly can’t afford to hire conversion rate optimization firms directly to handle the entire process. Instead, they should consider hiring conversion rate optimization consultants to help guide the process which will dramatically reduce cost but ensure great results.
In fact, I would not hesitate to estimate that fully 75% or more of all websites should hire conversion rate optimization consultants including many with moderate to even high levels of traffic. Here’s why:
3 Situations Where Hiring Conversion Rate Optimization Consultants Makes More Sense
#1: Traffic Levels Below 5,000 Unique Visitors Per Month
Simply put, the higher your traffic levels, the more ROI you can generate from CRO. But with low traffic levels, even a big increase in overall conversion rate might only net a small or minimal improvement in sales volume. Now given enough time, yes, the CRO firm can indeed generate positive ROI for your website. But, in those cases, it would probably make more sense to instead hire conversion rate optimization consultants who will lower your initial investment and still help you optimize the site to boost sales and online profits.
#2: Website Already Has Staff Filed with Online Experts
One of the biggest reasons why CRO services are so expensive is because they require a team of highly skilled website experts to complete, including:
- Direct Response Copywriters
- Web Developers and Design Experts
- On-Page SEO Experts
- Social Media Experts
- Website Programmers
- Shopping Cart/Order Processing Experts
- CMS/CMR Experts (like Word Press, Drupal, Magento, etc.)
- Web Traffic Analysts
- Heat Mapping Experts
When you figure that the average CRO project can take 4-8 weeks to complete and many require several of the experts listed above to complete, you can see how costs quickly add up.
However, if your online business already has a staff of qualified experts on hand, then conversion rate optimization consultants are probably the way to go and contain costs. Instead of doing the work directly, they will:
- Analyze Website Traffic Data and Use Heat Mapping Analysis to Find Conversion Problems
- Estimate Impact of Each Issue on Overall Conversions
- Create Optimization Blueprint with Instructions for Fixing Each Conversion Problem
- Set-Up Testing Protocol and Platforms to Verify Results
- Coordinate with Existing Staff to Implement the Optimization Blueprint
In some cases, the conversion rate optimization consultants will even create new content to fix issues that your team will need to upload and implement. The level of service will obviously vary, but the end result is the same: You get the benefits of CRO but without the high price tag of them completing all the work for you.
#3: Your Website is Very Complex and/or Uses Custom Software Suites
It is not uncommon for larger website to develop many of their own platforms, including:
- Custom CRM Software
- Custom CMS Software
- Custom Shopping Cart/Order Processing Software
It is also quite common for firms to customize existing platforms to the point that outside experts simply don’t have the “working knowledge” of the unique features to be effective.
So the point is: For more complex sites with extensive customization or even completely unique software suites, it is probably going to make more sense to just hire conversion rate optimization consultants to help guide the internal staff.
Now this is not to say that a bona-fide CRO firm can’t work with custom or highly customized platforms, but from a cost perspective, it just doesn’t make sense. The amount of time it would take for the CRO experts to learn and be able to manipulate the platform would be far better spent designing optimization blueprints for the internal team to implement.
In fact, most larger corporations actually hire conversion rate optimization consultants to help guide the process rather than full CRO Firms to implement for this very reason–it’s just simply cost prohibitive to learn and manipulate such massive complex systems from scratch.
Conversion rate optimization consultants can be a great solution for smaller website looking to benefit from CRO but can’t afford to have a firm complete all the work. And for websites with internal staff or very complex sites, CRO consultants are often more effective and efficient than hiring an outside firm. At the very least, conversion rate optimization consultants can help you quickly assess your site to at least estimate the impact of CRO and then you can decide whether to complete internally with assistance or just hire a firm to do all the work for you.