- 90% of those who responded say CRO is \u2018crucial\u2019 or \u2018important\u2019 to digital marketing strategy<\/li>
- 82% believe that concern about CRO within their company has grown in the past five years<\/li>
- 49% of marketing professionals believe optimizing conversion rates is one of the top three requirements for producing growth at their company<\/li><\/ul>\n\n\n\n
Here\u2019s the problem with that data: if most marketers agree CRO is high-priority, then why do we keep getting inquiries from frustrated employees who want to know how they can convince the boss to invest more deeply in conversion rate optimization?<\/p>\n\n\n\n
Where\u2019s the disconnect?<\/p>\n\n\n\n
In this article, let\u2019s talk about what holds decision-makers back from embracing aggressive CRO tactics, why that hesitance is unwarranted, and how you can help your boss realize what you already know: CRO isn\u2019t just a good idea; in today\u2019s hyper-competitive environment, conversion rate optimization is essential. We\u2019ll cover how to: <\/p>\n\n\n\n
- Draw the line between CRO and profit<\/li>
- Sell the boss on the value of CRO strategy in 7 steps<\/li>
- Use a free calculator to show potential ROI <\/li><\/ul>\n\n\n\n
Let\u2019s get started. <\/p>\n\n\n\n
Draw the line between CRO and profit<\/strong><\/h2>\n\n\n\n
Much to the disappointment of those who suggest them, most good ideas never get a proper hearing. Fewer still actually end up being adopted.<\/p>\n\n\n\n
Unlike a more familiar marketing technique such as AdWords, which has an obvious and direct connection to the bottom line, CRO can seem a bit abstract.<\/p>\n\n\n\n
The idea that improving conversion rates by just a few percentage points can dramatically improve revenue seems far-fetched. And the reality is that CRO does cost time and money. Granted, it\u2019s a small amount compared to the revenue it generates, but until you can demonstrate that revenue, executives will only be aware of the costs. Getting leadership on board requires that you demonstrate its value.<\/p>\n\n\n\n
You need to help them see the specific and direct connection between increased conversion rates and an ever-increasing bottom line. You need to educate them on the many ways CRO can have a positive impact at every point of the funnel. CRO tends to be neglected and not trusted. A survey noted<\/a>:<\/p>\n\n\n\n
- 41% of respondents say there is no one directly accountable for conversion optimization at their company.<\/li>
- 26% of respondents meet with their optimization team to discuss CRO \u201conly when necessary\u201d. And 23% of those who have a CRO team don\u2019t meet more than biweekly.<\/li>
- The majority of respondents run fewer than 5 tests a month. 43% only run 1-2 tests per month.<\/li><\/ul>\n\n\n\n
There is good news, however. CRO speaks the language of the CFO. In the end, CRO is about metrics, testing, and hard data, all leading to a boost in the bottom line and a measurable return on investment (ROI). It\u2019s not about guesswork, \u201cvisionary\u201d branding, or the current hottest trend in marketing. <\/p>\n\n\n\n
The CFO might not understand iterative testing<\/a>, but they certainly understand increasing revenue with minimal costs and a high ROI. This leads to the question: how do you clearly demonstrate the value of optimization to high-level executives? And, perhaps more importantly, how do you secure an increase in yourCRO budget (or a CRO budget at all)?<\/p>\n\n\n\n
Sell the boss on the value of conversion rate optimization<\/strong><\/h2>\n\n\n\n
To get your ideas heard and appreciated, you need to sell the boss, and it all begins with knowing exactly who \u2018the boss\u2019 is. Who has the authority to flip the right switch?<\/p>\n\n\n\n
1. Find out who the decision-maker is and build a relationship with them<\/strong><\/h3>\n\n\n\n
It\u2019s all too easy to take your ideas to the person you feel most comfortable speaking with \u2013 the one you think most likely to express agreement and support.<\/p>\n\n\n\n
That can be a good way to gain support for implementing a rigorous CRO strategy, it may even be the chain-of-command path you need to take to get an audience with the boss, but your mission won\u2019t be successful until you have buy-in from the person or persons with the ability to say \u201cYes.\u201d<\/p>\n\n\n\n
In some cases, the decision will need to be approved by a group of people. Most of the time, though, getting more emphasis on CRO is something one person can authorize.<\/p>\n\n\n\n
You\u2019ll need to consider the situation carefully. Don\u2019t fall into the trap of giving your presentation to someone who doesn\u2019t have the authority to give the go-ahead, but agrees to make the case up the ladder for you.<\/p>\n\n\n\n
Your job here is to hold back on giving away the farm. Find out who has the power to decide, then determine how you can get in front of that person or group of people with your proposal. Save the brunt of your arguments for that event.<\/p>\n\n\n\n
2. Understand their perspective<\/strong><\/h3>\n\n\n\n
You need to understand why people are hesitant about increasing the CRO budget. Before you launch into an elaborate PowerPoint presentation or well-constructed argument, take time to listen. Ask them why they\u2019re concerned with investing in CRO strategy. <\/p>\n\n\n\n
Kevin Daum puts it this way<\/a>: <\/p>\n\n\n\n
“People who know how to persuade also know that just pushing your own argument will get you nowhere. They certainly are able to articulate their position in a convincing way, but that is only half the equation. They are actively listening when in persuasion mode.<\/em>“<\/p>\n\n\n\n
First, they are listening to assess how receptive you are to their point of view. Second, they are listening for your specific objections, which they know they’ll have to resolve. Last, they are listening for moments of agreement so they can capitalize on consensus.<\/p>\n\n\n\n
Amazingly persuasive people are constantly listening to you and not themselves. They already know what they are saying. You can’t persuade effectively if you don’t know the other side of the argument. Only after you understand their true objections can you present persuasive arguments. Frankly, most opposition isn\u2019t due to hostility but ignorance.<\/p>\n\n\n\n
Executives simply can\u2019t see how CRO will help the company achieve its core objectives. It suffers from the same problem social media marketing did in the early days, when most businesses thought it was a flash in the pan that would soon pass. <\/p>\n\n\n\n
Additionally, there is often a subjective ingrained opposition to CRO. Some people may have heard stories of investing money in CRO and getting very little in return. Or they may have been burned in the past by other business trends and suspect that this falls into a similar category. Or it simply could be an ego issue. People don\u2019t like to admit that they don\u2019t understand something. <\/p>\n\n\n\n
3. Identify the most pressing problems CRO will help solve<\/strong><\/h3>\n\n\n\n
Once you\u2019ve taken the time to truly listen and understand, you can begin dispelling the wrong assumptions and confusion regarding CRO. A simple way to dispel the confusion is to demonstrate the current methods used for improving conversions, how effective they are, and explain the strategy for improvement. Because almost all these methods deal explicitly with data, they\u2019re very difficult to argue with.<\/p>\n\n\n\n
You can show how A\/B testing is not about intuition or guesses, but about understanding your customer through user testing, creating hypotheses, and then doing real tests to determine their validity. You can explain that user testing allows you to clearly see how users are navigating your site and then eliminate the problems that prevent them from purchasing. If you have implemented previous tests (and you should have), show the results of those tests and how scaling the tests could dramatically improve the bottom line. <\/p>\n\n\n\n
![\"a\/b](\"https:\/\/thegood.com\/wp-content\/uploads\/image-157.png\")
<\/figure>\n\n\n\nDon\u2019t take it for granted that your prospect sees the problems as clearly as you see them. If things are running along smoothly, the tendency will be to maintain that pace, not to disrupt it.<\/p>\n\n\n\n
There are two ends to the stick you\u2019ll be holding. One end will describe the potential increase in sales revenue from a boost in conversions. The second will describe the competition\u2019s daily effort to eat your lunch. Increased conversion rates are fuel to the engine that keeps your business running.<\/p>\n\n\n\n
Most ecommerce websites, for instance, show alarming cart abandonment rates. What if CRO could get more prospects to become buyers for your B2B business? Or how is the opt-in rate to your mailing list? Would getting more and better qualified prospects be valuable to your bottom line?<\/p>\n\n\n\n
It\u2019s impossible to relax and float along the stream to profits. Your company must work aggressively to stay in the race. Either that, or eat the dust of those who understand the urgency of the times.<\/p>\n\n\n\n
Lay out the problem(s) you\u2019ve identified, then show how the conversion rate optimization strategy you\u2019re proposing can help solve them.<\/p>\n\n\n\n
What if you had a tool that would allow you to plug in three common data points, then show the revenue growth that would result as conversion rate varies? Would that be helpful?<\/p>\n\n\n\n
That tool is yours to use freely. If you can\u2019t wait to get on board,check out our optimization ROI calculator.<\/p>\n\n\n\n
4. Emphasize the value in improving customer experience<\/strong><\/h3>\n\n\n\n
It\u2019s important for the leadership to understand that CRO is not exclusively about revenue, although that\u2019s certainly at the heart of it. It\u2019s also about dramatically improving the user experience. We\u2019ve all experienced the frustration of trying to navigate a clunky site that makes it almost impossible to purchase. That experience almost always leads to us never visiting again. CRO eliminates that experience. How?<\/p>\n\n\n\n
- Improving customer retention.<\/strong> When customers have an easy, user-friendly shopping experience, they come back again and again.<\/li>
- Reduced customer service workload.<\/strong> A smoother customer experience always leads to fewer frustrated customers and customer support calls. This, in turn, reduces customer service costs.<\/li>
- Business-wide improvements.<\/strong> Unlike many improvements, which only affect a particular department, CRO results in business-wide improvements. For example, a new shipping system improves the order fulfillment side of the business but doesn\u2019t do a whole lot for sales. CRO, on the other hand, improves customer service, sales, marketing, and a host of other areas.<\/li>
- Increased exposure.<\/strong> Better customer experiences inevitably lead to more word of mouth marketing, exposure, and brand visibility. Zappos is a prime example of this. Their epic tales of customer service have made the company a legend and attracted many customers burned out on traditional shopping.<\/li><\/ul>\n\n\n\n
![\"Zappos](\"https:\/\/thegood.com\/wp-content\/uploads\/image-158-1024x495.png\")
<\/figure>\n\n\n\n- Improve acquisition.<\/strong> More word-of-mouth marketing means more customers, more revenue, and a lower customer acquisition cost. And CRO will help ensure you get more ROI from your traffic generation spend.<\/li>
- Reduced customer churn.<\/strong> Churn is the bane of ecommerce companies. Acquiring customers costs enough as it is, and when you add retention costs on top of this, it takes a big bite out of the bottom line. CRO directly minimizes churn by improving user experience.<\/li><\/ul>\n\n\n\n
5. Use case studies or competitive analysis to support your case<\/strong><\/h3>\n\n\n\n
There\u2019s a really good chance that your competition<\/a> is implementing CRO strategy, and if you don\u2019t keep pace, you\u2019ll fall behind. This is one of the deepest fears of C-level executives, and by tapping into this fear you can demonstrate the value of CRO. If, by some chance, your competition is not using CRO, you can present it as a massive opportunity to overtake the competition and cut into their market share. Three simple ways to demonstrate what the competition is doing:<\/p>\n\n\n\n
- Do a competitive analysis. Evaluate their growth and, if possible, tie that into specific optimizations they\u2019ve made.<\/li>
- Analyze companies that your leadership monitors, admires, and respects. If they see a highly respectable company using CRO, it can demonstrate the legitimacy of the practice.<\/li>
- Use a tool like Datanyze to see if the competition has a CRO tool installed on their site<\/li><\/ul>\n\n\n\n
Showing case studies from successful companies can also be a hugely effective tool. It allows executives to have a clear before and after picture when it comes to CRO investment. For example<\/a>:<\/p>\n\n\n\n
- L\u2019Axelle made a few small tweaks to the copy on their add to cart buttons and saw a 93% increase in conversions.<\/li>
- 37signals made some small design changes to their homepage and saw a 102.5% increase in signups.<\/li>
- Nature Air changed the position of CTA content and saw a 591% increase in conversions.<\/li><\/ul>\n\n\n\n
Case studies<\/a> like these show that CRO isn\u2019t a marketing technique used by a few outlier businesses. Rather, it\u2019s being successfully implemented in many companies across numerous industries. If all of these fail, play the Amazon trump card<\/a>. Amazon, along with many other massively successful companies (Facebook, Google, Apple, etc.) use CRO to constantly improve and optimize.<\/p>\n\n\n\n
- Reduced customer churn.<\/strong> Churn is the bane of ecommerce companies. Acquiring customers costs enough as it is, and when you add retention costs on top of this, it takes a big bite out of the bottom line. CRO directly minimizes churn by improving user experience.<\/li><\/ul>\n\n\n\n
- Reduced customer service workload.<\/strong> A smoother customer experience always leads to fewer frustrated customers and customer support calls. This, in turn, reduces customer service costs.<\/li>
- Improving customer retention.<\/strong> When customers have an easy, user-friendly shopping experience, they come back again and again.<\/li>