Is your conversion strategy working for you or against you?<\/p>\n\n\n\n
Are sales climbing so much that you need to expand operations just to keep up with the demand?<\/p>\n\n\n\n
If not\u2026 why not?<\/p>\n\n\n\n
I think I know the answer to that question, and I\u2019m going to give you the fruit of my years of experience working with ecommerce clients below.<\/p>\n\n\n\n
First I\u2019d like to consider the two primary reasons your current conversion optimization strategy may not be working as well as it could. Then we\u2019ll outline the five key questions that will help you go about getting it fixed \u2013 pronto.<\/p>\n\n\n\n
To determine the solution, it\u2019s wise to take a close look at the problem. Once the sticking point is identified correctly, the way to get unstuck often becomes apparent.<\/p>\n\n\n\n
Like the tiger crouching in the bush, here\u2019s something so obvious that digital marketing managers often miss it: disappointing or sluggish sales are always a conversion rate optimization problem<\/em>.<\/p>\n\n\nDisappointing or sluggish sales are always a conversion rate optimization problem <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n It\u2019s easy to pin the blame on your dismal pay-per-click campaigns, the advertising copy, lousy design, ineffective sales tactics, low visitor rates\u2026 the list goes on and on and on. But all<\/em> of those potential revenue blockers are under the conversion rate optimization banner.<\/p>\n\n\n\n As a business grows and the needs of the business magnify, someone has to remember the fundamentals. One possible optimization strategy definition is this:<\/p>\n\n\n\n Conversion rate optimization is concerned with making sure the entire path \u2013 from prospect awareness, to the eventual purchase, to customer retention \u2013 is easy to follow and simple to navigate.<\/p>\n\n\n\n Sounds simple, right?<\/p>\n\n\n\n That\u2019s the problem with conversion rate optimization. It sounds like something every business will naturally do\u2014something so obvious it probably needs no special attention.<\/p>\n\n\n\n That\u2019s more than wrong. It can be fatal to a company. After all, sluggish conversions equal sluggish sales. No business can be lackluster and stay competitive for long.<\/p>\n\n\n\n When the pain gets great enough, every digital marketer worth his or her salt will step back from the myopic focus on tactics, pull the strategic plan out of the drawer, blow off the dust, and think hard about what\u2019s going wrong.<\/p>\n\n\n\n You\u2019re using the latest tools, you\u2019re listening to all the gurus, you\u2019re active on the right forums, and you\u2019re attending as many conferences (online and off) as you can fit into your crazy schedule.<\/p>\n\n\n\n Once you determine there\u2019s something wrong with your conversion strategy \u2013 something you just can\u2019t seem to put a finger on with the resources at your command \u2013 you may bite the bullet and begin looking for a conversion rate optimization consultant.<\/p>\n\n\n\n So far, so good. You\u2019re admitted there\u2019s a problem you\u2019ve not been able to fix with your current resources, and you\u2019re willing to get a fresh set of eyes on the problem.<\/p>\n\n\n\n Here\u2019s where the second (and most dangerous) pit lies. Once you\u2019ve decided to trust someone else to guide you, it\u2019s entirely possible that person or team will waste precious time and lead you in the wrong direction. That can not only be disheartening, but downright disastrous for your business.<\/p>\n\n\n\n I\u2019ve seen companies suffer needlessly from conversion rate optimization gone wrong, but I love it when those \u2018last-gaspers\u2019 grab hold of The Good\u2019s Conversion Growth Program\u2122 and make it through the storm.<\/p>\n\n\n\n That\u2019s the best part of this business: seeing companies turn around and get back in the game \u2013 stronger than ever \u2013 or those clients who are doing well but accelerate growth by engaging The Good.<\/p>\n\n\n\n It happens all the time: companies get burned by someone claiming to be a conversion rate optimization specialist \u2013 but who has neither the experience nor the knowledge to back it up.<\/p>\n\n\n\n Most will list it as a bullet point on their website along with other digital marketing tactics such as SEO, SEM, social and email marketing. Some may flaunt a \u2018certification\u2019 gained from paying for an online course. Neither means that they\u2019re much more than remotely acquainted with the CRO process.<\/p>\n\n\n\n Here are the facts. All CRO specialists and all CRO methods are not equal. It\u2019s the difference between riding bumper cars at a theme park and buying a Maserati. One will entertain you (for a while); the other will get you quickly to where you want to go.<\/p>\n\n\nAll CRO specialists and all CRO methods are not equal. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n The bumper car CRO experts are typically either deceptive (like the telemarketer who promises to organic placement on the first page of Google\u2019s search engine results) or dutifully established, but inexperienced, \u201cfull-service agencies.\u201d<\/p>\n\n\n\n The latter type usually boasts of a \u201cCRO specialist\u201d on the team. That person\u2019s primary purpose, though, is to enable the agency to add CRO to their long list of services. In the majority of cases, any initial positive results you\u2019ll get from working with those legitimate, but past the initial tactics the full-service agency lacks the team, internal support, and focus to have a trusted and tested methodology for continued growth.<\/p>\n\n\n\n I\u2019m not trying to be mean here, just stating the facts. I\u2019ve seen it time and time again, and I hate seeing companies who need a life preserver put dollars and faith on something sure to sink as soon as there\u2019s any weight applied.<\/p>\n\n\n\n The good news is that there are some very qualified CRO practitioners on the planet. That\u2019s the direction I want to see you go. Rather than list names here, I\u2019ll follow the \u201cteach people how to fish instead of giving them fish\u201d method and give you five key questions that will enable you to judge the real depth and capabilities of anyone claiming to know the ins and outs of conversion rate optimization.<\/p>\n\n\n\n So, what is the best conversion strategy? And is your current agency partner providing that strategy?<\/p>\n\n\nWhat is the best conversion strategy? And is your current agency partner providing that strategy? <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n Let\u2019s take a look.<\/p>\n\n\n\n At its core, conversion rate strategies that get the job done are based on a specific business-fitted framework or process aimed at driving more conversions.<\/p>\n\n\n\n Think of it this way: buying a hammer doesn\u2019t make you a homebuilder. It\u2019s possible to pass a licensing test for contractors, but lack the years of experience and on-the-job training required to make you a functionally qualified builder.<\/p>\n\n\n\n Conversion rate optimization is not a tactic. It\u2019s not A\/B testing, user testing, surveys, or \u201cbig data\u201d. Yes, it’s easy to run an A\/B test, but it’s not easy to do it well, and it can be downright tough to set up properly and interpret the results correctly.<\/p>\n\n\nYes, it's easy to run an A\/B test, but it's not easy to do it well. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n QUESTION:<\/strong> Does the CRO specialist or agency you\u2019re speaking or working with have a CRO framework to show and discuss with you, or are they totally focused on name dropping their arsenal of tools and tactics?<\/p>\n\n\n\n You know your business goals, and \u201cmore revenue\u201d isn\u2019t the only concern. If your product line includes higher-end products or services with a longer sales cycle, for instance, you\u2019ll have specific interim goals that guide prospects towards the sale.<\/p>\n\n\n\n Micro-conversions are a part of every sales journey, but they\u2019re an essential part of the process for some companies. Other goals may include building a mailing list, developing product evangelists, or boosting the average order value.<\/p>\n\n\n\n QUESTION:<\/strong> Does the CRO specialist or agency you\u2019re speaking or working with know what business goals are most important to your business? Have they even asked?<\/p>\n\n\n\n A site designed for everyone is designed for no one. Before you can tailor your website to your audience, you must deeply understand that audience. The right conversion rate optimization agency will not only want to know what you know about your customers but will help you get to know your audience even more. It\u2019s an essential part of CRO.<\/p>\n\n\nA site designed for everyone is designed for no one. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n QUESTION:<\/strong> Is the CRO specialist or agency you\u2019re speaking or working with concerned about helping you understand your customers and prospects better? Do they have a proven strategy in place for being able to do that?<\/p>\n\n\n\n The most effective conversion strategy will study the clicks and movements of the ideal consumer to determine where the path to purchase is working and where it\u2019s not.<\/p>\n\n\n\n You want to help every visitor reach their goals (even if they\u2019re only researching for a future purchase) and position yourself as their best choice for current and future needs. You\u2019ll also want to follow-up with your prospects, even if they don\u2019t place an order on the first visit.<\/p>\n\n\n\n QUESTION:<\/strong> Does the CRO specialist or agency you\u2019re speaking or working with have a strategy for identifying the specific pathways most in need of optimization? Ask them to carefully explain that process, and don\u2019t accept \u201cA\/B Testing\u201d as a satisfactory answer.<\/p>\n\n\n\n Doing what the leaders in your niche do does not mean you\u2019re optimizing your website. You don\u2019t know what is working or not working for them. You could actually be hurting your site.<\/p>\n\n\nDoing what the leaders in your niche do does not mean you\u2019re optimizing your website. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n Nor does following best practices mean you\u2019re optimizing your website. Best practices might make your website conform to basic usability standards, but they won\u2019t help you tailor your website experience to your ideal consumer. Millennial females, for instance, will navigate a website much differently than baby boomer males.<\/p>\n\n\n\n QUESTION:<\/strong> Does the CRO specialist or agency you\u2019re speaking or working with base their optimization tactics on best practices or do they hone in on the objective website data to determine how your visitors are engaging with your site?<\/p>\n\n\n\n CLOSING NOTE:<\/strong> If you\u2019ll arm yourself with the five questions above and question your current or potential conversion rate optimization partner about them, you\u2019ll be empowered to quickly evaluate how deeply the person you\u2019re speaking with really understands conversion rate optimization.<\/p>\n\n\n\n This is advice you can literally take to the bank.<\/p>\n\n\n\n Save it. Share it. Use it.<\/p>\n\n\n\n Conversion rate optimization is the direct path to revenue growth. An effective conversion optimization strategy will return considerably more than it costs. But beware of the posers. An ineffective conversion optimization strategy can cost you dearly.<\/p>\n\n\n\n Picking the right CRO partner is one of the most critical decisions a digital marketing manager can make. Take your time, and get it right.<\/p>\n\n\n\n Need help? Get in touch with The Good<\/a>.<\/p>\n\n\n\n ADDITIONAL RESOURCES<\/p>\n\n\n\nTactical Focus is a Conversion Strategy Problem<\/h2>\n\n\n\n
But All CRO specialists and all CRO methods are not equal<\/h2>\n\n\n\n
What does an effective conversion strategy look like?<\/h2>\n\n\n\n
1. Conversion rate optimization is not simply a tool.<\/h3>\n\n\n\n
2. A smart conversion strategy aligns your website goals with your business goals.<\/h3>\n\n\n\n
3. A smart conversion strategy understands your ideal consumer.<\/h3>\n\n\n\n
4. A smart conversion strategy makes the path from discovery to purchase crystal clear.<\/h3>\n\n\n\n
5. A smart conversion strategy makes consumer activity and feedback a central part of the optimization process.<\/h3>\n\n\n\n
Don\u2019t Backtrack \u2013 Pick the Right CRO Partner and Get Results<\/h2>\n\n\n\n