Conversion Rate Optimization
A website and ads don’t matter if they don’t convert
There is a solid chance that you’ve worked with a marketing or web agency in the past and thought: “What am I doing with my money?”
CRO means turning visitors into customers
Conversion rate optimization is combining your marketing efforts and your website and figuring out how to make your marketing dollars go as far as possible.
What does a non-CRO agency look like?
There are a lot of agencies that do not focus on conversion rate optimization. What do those look like?
Regular marketing agencies
There are a ton of agencies out there who have playbooks for ensuring your social media content is posted, and your ads are running. If something is off, they’ll adjust the content being publicized. However, they aren’t looking at the website.
Normal web agencies
Many website companies are great at building websites. They can get you a new website up and running quickly that is aesthetically pleasing. Some even offer to run your marketing for you. However, a lot don’t look at how the ecosystem converts into new customers.
Why work with a web design agency that specializes in conversion?
- Understanding Messaging: How you talk to customers (from outbound marketing through emails) has to be aligned.
- Website Specialists: Plugins will only get you so far. A robust website needs a designer and developer to work together.
- Email Writing: Open rates are good, but you really want to know how many calls were scheduled from the emails that were sent out.
- Ad Creative: Managing your ad campaigns long-term isn’t challenging. However, knowing which campaigns to focus on monthly from Google, to the website, to analytics is.
All of your outbound marketing will land a potential customer back on your website — it needs to convert of else your marketing dollars are wasted.
Landing page conversion optimization
First off, we’ve noticed that a lot of folks use the word “landing pages” a bit loosely. Let’s pause for a moment and define it. A landing page is a specific page on your website that you intentionally drive traffic to.
Avoid directing people to your homepage in your outbound efforts.
Your homepage is an “organic catch-all” for people who stumble onto your company (or remember your name from an event they attended).
When running outbound efforts, each link is connected to a specific detail the customer wants to learn more about. Ensure the link sends them directly to a page where they can “scratch that itch” immediately.
Let’s get your website actually bringing in revenue.
Checklist CRO items
Key Questions to Kickstart Your Strategy
Conversion rate optimization is not a “one size fits all” strategy. Your business has specific goals that other companies similar to yours may not have.
To start, let’s go through a few key questions to ask yourself before creating a CRO strategy:
- What is the main conversion you are looking for?
- What is the secondary conversion you are looking for?
- Are you utilizing testimonials across your website?
- Do you showcase samples of the impact your work/product has had on customers?
CRO FAQs
While we don’t need to run all of your marketing efforts, we will want to have access to the various tools you are regularly using. Running a CRO strategy typically takes a team of people, and knowing your team’s skillsets is crucial to keeping the engine running. If there are any gaps in your marketing team, we can plan on how we have one of our team members fill that gap.
Simply put: are you getting the desired conversions we mutually agreed upon? We like to keep it simple.
There is typically at least three months of work to begin. We will initially meet with you to determine what are your largest pain points and work to resolve those.
In our first month working together, we will establish your company’s messaging structure while ensuring we have access to your website and marketing tech stack. While gaining access, there are typically some pain points that don’t require as much finesse. We’ll work in our first month to resolve those.
Starting in month two, we will begin updating campaigns and modifying your website’s content and layouts. We’ll install tracking to be able to tell what is working and what is not.
Month number three we will analyze the work we’ve put in, make changes, and begin planning for upcoming months.
To calculate your conversion percentage for a particular campaign, you’ll want to take the total number of conversions and divide it by the number of views that the campaign’s web pages received.
Packages to increase conversion
Walk
$3,500/mo
renews quarterly
2 Campaigns
Up to two simultaneous campaigns actively ran
5 floating hours
to be used on our team’s developers, designers, or strategists
Monthly meetings, weekly email recaps, access to the project management system, Slack access to our team. Extra hours can be purchased at $200/hour.
Jog
$7,000/mo
renews quarterly
3 Campaigns
Up to three simultaneous campaigns actively ran
15 floating hours
to be used on our team’s developers, designers, or strategists
Bi-weekly meetings, weekly email recaps, access to the project management system, Slack access to our team. Extra hours can be purchased at $180/hour.
Run
$12,000/mo
renews quarterly
4 Campaigns
Up to four simultaneous campaigns actively ran
25 floating hours
to be used on our team’s developers, designers, or strategists
Bi-weekly meetings, weekly email recaps, access to the project management system, Slack access to our team. Extra hours can be purchased at $160/hour.
Let’s increase conversion on your website
What does our call go over?
Our call focuses on identifying the key elements of your marketing strategy and how they connect to your website. You’ll leave with actionable recommendations to boost performance and drive conversions.
Do you need access to our marketing tech stack?
For this initial call, I do not need access to anything. I would love to be able to look at analytics while we’re talking. If you could have Google Analytics, your email tool, and any ad accounts open, that would allow me to give you the most value.
Is the consultation free?
Yes! Simply grab a time on my calendar and we’ll dive in together.
Schedule a time with me. I’d love to lend a hand.