{"id":84361,"date":"2019-08-14T15:58:29","date_gmt":"2019-08-14T22:58:29","guid":{"rendered":"http:\/\/thegood.com\/?post_type=insights&p=84361"},"modified":"2023-02-10T12:49:38","modified_gmt":"2023-02-10T20:49:38","slug":"conversion-rate-optimization-agency","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/conversion-rate-optimization-agency\/","title":{"rendered":"9 Critical Questions to Ask Before Hiring a Conversion Rate Optimization Agency"},"content":{"rendered":"\n

Looking for a marketing trivia question to discuss at your next team meeting? Ask your staff to describe the differences between a search engine marketing company and a conversion rate optimization agency. <\/p>\n\n\n\n

You may be surprised at the answers. Many, otherwise qualified, marketing professionals think any company that specializes in getting traffic to an ecommerce website (search engine marketing) should be able to make sure that traffic reaches an appropriate landing page and ends up converting prospects into customers (conversion rate optimization). <\/p>\n\n\n\n

Here\u2019s the truth of the matter: when you need knee-surgery, you don\u2019t go to a general practitioner. You visit an orthopedic specialist so they can diagnose and treat the issue with their specialized expertise and skillset.<\/p>\n\n\n\n

The same principle applies to finding the best conversion rate optimization agency for your ecommerce business: never expect website designers or lead generation companies to be conversion rate optimization experts. Many full-service marketing agencies have started to upsell CRO to clients as one of the many services they provide, but few, if any, will be able to drive long-term results from their methodology. <\/p>\n\n\n\n

Here\u2019s a checklist of questions you can use to make sure the conversion rate optimization service you choose can handle the job you need accomplished. <\/p>\n\n\n\n

If you\u2019re an ecommerce site that\u2019s ready to hire a CRO consulting agency, use this list to interview potential vendors. It may help you get the outcomes you\u2019re seeking. 
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The 9 best things to look for in a conversion rate optimization agency<\/h2>\n\n\n\n

Typically, you\u2019ll want to make a list of those who advertise themselves as conversion rate optimization companies and call at least five of them, asking to speak with a sales representative. <\/p>\n\n\n\n

A savvy salesperson will first want to know what you\u2019re looking for. Say you want to make more sales and let the representative know the types of products and services you offer, then ask the first question\u2026<\/p>\n\n\n\n

CRO Agency Question #1:<\/strong> I saw your ad for ecommerce conversion rate optimization services, other than that, what types of work do you do?<\/h4>\n\n\n\n

You want to know more about the company. This question shows you\u2019re interested in the big picture. The person you\u2019re speaking with may want to impress you with their capabilities, framing the company as a \u201cfull service agency.\u201d <\/p>\n\n\n\n

That is important information and sets up the next question.<\/p>\n\n\n\n

CRO Agency Question #2:<\/strong> Does your company have a specialty or focus?<\/h4>\n\n\n\n

Companies that try to do everything \u2013 unless they are large enough to back up the claim \u2013 usually don\u2019t do anything very well. You want an agency that centers its efforts on conversion rate optimization. If it\u2019s apparent that they\u2019re trying to please too broad of an audience, you should start looking elsewhere. <\/p>\n\n\nCompanies that try to do everything usually don\u2019t do anything very well. <\/a><\/span>Share on X<\/a><\/span>\n\n\n

Adjunct services may be offered (website design, wireframe audits, copywriting, image work, and such), but only in that those tasks amplify the ability to make their conversion rate optimization services more effective. <\/p>\n\n\n\n

CRO Agency Question #3:<\/strong> Do you need to know anything else about us [the client]?<\/h4>\n\n\n\n

The person you\u2019re speaking with should\u2019ve been trying to discover as much as possible about you and your needs right from the get-go. If that hasn\u2019t happened by now, something is wrong. If all you\u2019re getting is assurances about how the company can \u201cdo anything you need,\u201d then it\u2019s probably time to move on to another number on your list. <\/p>\n\n\n\n

Yes, it could be you\u2019re speaking with an inexperienced salesperson, but that says much for how seriously the company takes its work. The conversion rate optimization agency you\u2019re looking for will put people in sales positions who know how to ask the right questions and who realize how important it is to determine whether or not they can be of real value to you. <\/p>\n\n\n\n

This may be the point where you\u2019re invited to set up an appointment for an extended discussion with the staff. The rest of the questions will probe deeper, so that\u2019s absolutely a good idea (if you\u2019re satisfied to this point). <\/p>\n\n\n\n

Conversion rate optimization is really only effective if the client\u2019s site meets the traffic requirements that are needed to conduct testing. If the salesperson you\u2019re speaking with is more concerned with talking about past customer success stories, you\u2019re in trouble.<\/p>\n\n\n\n

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Asking the right questions indicates the one asking is likely to have adequate knowledge of the topic. Those who don\u2019t know the questions definitely don\u2019t know the answers.<\/em><\/figcaption><\/figure>\n\n\n\n

CRO Agency Question #4:<\/strong> Do you have case studies that highlight the results of clients you\u2019ve served?<\/h4>\n\n\n\n

The best CRO agencies will be proud to display examples of their prior work. Ideally, they\u2019ll have some type of social proof (case studies, testimonials, etc.) that talk about how they\u2019ve helped ecommerce stores similar to yours increase conversion rates and boost ROI. <\/p>\n\n\nThe best CRO agencies will be proud to display examples of their prior work. <\/a><\/span>Share on X<\/a><\/span>\n\n\n

If there are no written case studies, but only stories about their successes, take that as a negative sign. It\u2019s easy to talk the talk. Case studies of real companies and real campaigns are proof of prior success.<\/p>\n\n\n\n

Ask if it\u2019s okay for you to contact the companies mentioned, and always check those references before making your final decision.<\/p>\n\n\n\n

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The testimonial (above) is from a case study prepared by The Good.<\/figcaption><\/figure>\n\n\n\n

CRO Agency Question #5:<\/strong> Are you an advocate of data-driven marketing, or do you keep things simple and rely more on common sense and experience?<\/h4>\n\n\n\n

Historical evidence is important, and many excellent marketing decisions are based on experience plus \u2018gut feeling.\u2019 The best conversion rate optimization agencies, though, make hard data and rigorous testing the foundation of their approach. Make sure the agency you\u2019re considering makes use of a variety of different tools (heatmaps, eye-tracking, a\/b testing, etc.) to base their testing decisions on. <\/p>\n\n\n\n

When you meet a \u2018conversion rate optimization expert\u2019 who downplays the value of data acquisition or doesn\u2019t know which formulas to use and touch points to monitor\u2026 excuse yourself and go find a consultant who LOVES data. <\/p>\n\n\n\n