Why Should You Hire a Conversion Rate Optimization Agency?

Source: https://www.autogrow.co/cro-agency-outsource/

Seeing your marketing efforts finally pay off is always an exciting feeling. Isn’t it?

After all the research, the edits, the late nights banging your head against the wall…

Heck, you deserve to enjoy it!

I know that feeling…

An uptick in lead generation that drives traffic to your website can be exhilarating. But that uptick can also be misleading.

Because more traffic means more sales, right?

WRONG!

(Don’t look at me with that angry face…I’ll explain what I mean later….)

But what we agree on is that more sales is what we all want, right?

And that’s where conversion rate optimization (CRO) comes in…

Like in Field of Dreams, you’ve built it. And they’ve come.

Now it’s time to turn your site visitors into paying customers. BUT because you have a lot on your plate already, and CRO is complicated and all that, it’s often best to leave that in the hands of experts.

But business and agency owners like you are reluctant to outsource. And I know exactly why.

That’s why I’ve written this guide for you…

To help you understand why CRO is worth taking that step into the outsourcing world. And it’s also meant to guide your search for the right conversion optimization agency.

In today’s article, I’m going to tell you:

  • Why focusing on CRO is so important for your business and what it can do for profitability and overall success.
  • You’ll finally be able to release control of the conversion process because I’ll tell you why the CRO DIY method just isn’t worth it.
  • Plus, you’ll be confident about outsourcing because you’ll understand the kind of ROI you can expect from it.

And as a bonus, I’ll share a super effective checklist of questions that any CRO agency worth their salt must be able to answer. Ready to tap into the CRO world?

In a rush? Want to download this article as a PDF so you can easily take action on it later? Click here to download this article as a PDF guide.

 

 

Why Do You Need to Prioritize Conversion Rate Optimization?

Before we jump into what the best conversion optimization agencies do and how to identify the best ones, let me explain why CRO is so important in the first place.

You see, too many businesses focus on driving traffic to their websites.

But they make the huge mistake of focusing on quantity—not quality.

They only care about how many visitors landed on their site. They don’t care if the quality of the leads is good or not.

And then, after they see “a lot” of traffic coming in, they mistakenly stop their marketing efforts there.

They do it because of many reasons—limited budget, limited resources, AND limited understanding of the importance and explosive potential of CRO.

To put it simply, they have zero knowledge about CRO.

And sure, bringing in more traffic to your site is great (who doesn’t know that, right?) 🙄.

After all, it’s one of every business and agency owners’ goals.

But if your visitors come to your site and you don’t get to convert them into customers, then what’s the whole point?

Source

You see, according to Invesp, 70% of visitors are interested in purchasing something from you. And the other 30% have landed on your site by mistake.

So you need to put all of your efforts in converting that 70% who’s interested in whatever it is you’re selling.

And that’s why you need to prioritize your CRO.

Because by focusing on it, you can:

  • Learn more about your site visitor’s behavior.
  • Develop unique strategies to address your site visitors’ needs.
  • Optimize your website based on where customers are dropping out of the buyer’s journey.
  • Increase the quality of your leads by better qualifying them.
  • Drive profitability and growth.

CRO is simply about one thing: driving more sales.

And CRO that grows your revenue doesn’t have to take a lot of time or require you to have millions of visitors to your site (although that certainly doesn’t hurt)…

And to do that, you need to successfully persuade the maximum number of people to buy your products or service (or fill out your forms in the case of a lead generation funnel).

The problem is, it’s much easier to sell to people face-to-face or even over the phone because you’re only selling to one person.

And with one person, you can customize your pitch to address their concerns and questions.

But How Can You Convert Prospects Fast While Not Looking Spammy, Huh?

Simple.

You can do it by setting up a conversion goal.

Your conversion goal is the desired action you want more people to do.

For example:

  • Do you want to get more people to buy your products or service?
  • Do you want to get more people to click to your checkout page?
  • Do you want to get more people to fill out your lead generation form?
  • Do you want to increase the quality of your leads?
  • Do you want to grow your email list with your existing traffic?

You have to choose one goal.

Because focusing on multiple goals at the same time is like trying to run in 2 or more directions at once.

So again, CRO that grows your revenue doesn’t have to take a lot of time. But it does require expertise or a CRO agency who knows their stuff.

And that leads us to the next question…

Why Should You Hire a Conversion Rate Optimization Agency & Not Do It All Yourself?

Tricky question. But I want you to be 100% clear about it.

First, let me tell you something. Conversion optimization isn’t about….

  • Getting more clicks
  • Getting more impressions
  • Having a system to do CRO
  • Improving the user experience

Conversion optimization is about one thing: driving more sales.

And as you know, driving sales can be tough—especially when you don’t have experience with it.

So outsourcing your CRO needs or hiring a conversion optimization agency with experts who are worth their salt is actually a good investment.

In fact, CRO tools and strategies have an average ROI of 223% according to Backlinko.

Source

This, of course, assumes that the tools and strategies are being deployed by an expert.

So anyway, I know that you may be wondering now, “If CRO is so important, why aren’t all businesses focused on it?”

Because CRO is complicated. It requires knowledge.

And I actually put together a list of 313 conversion rate case studies that I analyzed in my Proven Sales Conversion Pack after studying the patterns I found.

And I also wrote some articles about conversion rate optimization case studies.

And for my friends in the eCommerce business, I also compiled conversion rate optimization case studies for eCommerce stores.

But the bottom line is, CRO requires expertise and knowledge. And if you don’t have that expertise, you must hire a CRO agency.

This vetting process is similar to the recruiting strategies for your hiring funnel.

But the truth of the matter is, some businesses prefer to rely on outsourcing CRO and you should do so too.

And here are a few factors that explain why businesses aren’t as focused on CRO as they should be. Check them out:

  • Increasing Traffic Is Easier Than Converting It. CRO is complex because you must anticipate and understand human behavior, your visitor’s expectations, and deliver on that. You can increase your website traffic for free in a snap. But converting that traffic into customers is no game.
  • Many Companies Fail at Conversion Rate Optimization. DIY CRO is slapped together quickly. The team jumps into A/B testing elements without really understanding what they’re doing. There’s simply no standard methodology for testing or analysis. And to get optimal results, you need proven and consistent strategies that only the experts can offer you.
  • CRO Is a Long-term Commitment. No easy fixes or shortcuts here. Your CRO and ROI take time to materialize. It’s not something that happens ipso facto. But many companies shut down their effort prematurely because they don’t see results in one day or one week.
  • Some Companies Have Trouble Letting Go of Control. CRO means your visitors are in the driver’s seat. The better you become at CRO, the more control the visitor should have on your sales funnel. Often the visitors’ wants will not align with your internal vision or industry trends. And unless your team is confident in their CRO skills, this can be difficult.

So appointing Bob in marketing to oversee CRO is most likely not going to be enough.

Unless Bob specializes in concepts like A/B testing, heuristic analysis, web analytics, user testing, and qualitative surveys, his efforts most likely will not move the CRO needle.

And that brings us to why DIY just won’t cut it.

You need to hire a CRO agency and outsource your conversion optimization needs.

And right before doing that, ask yourself a few questions:

  • How much do you and your team really know about effective CRO?
  • Can you realistically support your CRO needs in a consistent and effective way?
  • Do you have time to onboard new talent to fill in any gaps?

That will help you make a more informed decision.

Time to Outsource CRO—How to Find the Best Conversion Rate Optimization Agency

If you’re one of those companies who have the budget for it, when you begin the search for the right conversion rate optimization agency, you need to know what you’re really looking for.

The exact same way you hire the right team members for your virtual team.

So if you’re looking to outsource your CRO needs, confidence in the outcome is key.

And nothing provides confidence like knowing that your investment will pay dividends. And 223% (as I mentioned above) is an outrageous dividend.

And because most businesses need to outpace the industry average for website conversions to stand apart from the competition, leveraging the experience of a seasoned CRO agency is the best choice.

So how should you choose the right one for your agency or business?

First, know your desired outcome.

Be sure you can articulate what exactly you want to accomplish with this partnership.

Then, when you’re meeting with an agency, be sure to focus on results and get answers to all of your questions.

Of course, also hear their ideas since you might have a blindspot about the business because it’s so personal for you.

So without any further ado, here are the key points to consider when hiring a conversion optimization agency.

  1. Does the agency specialize only in CRO?
  2. What would the CRO process look like for your business?
  3. What tools will the agency use to conduct A/B testing?
  4. What metrics will they analyze?
  5. What tangible results can you expect in the first 3 months of partnership?
  6. What will the communication process look like?
  7. How will you keep me in the loop?
  8. Will you share weekly or monthly reports?
  9. How do incorporate new trends into your CRO process?
  10. Can you share past examples or case studies?
  11. Do you offer a trial period?
  12. What will you need from us to understand our business?
  13. What kind of ROI have you been able to achieve for your clients?

Any CRO agency worth their salt must be able to provide solid answers to all of these questions.

And if you need some extra help, at AutoGrow, we can help you with your CRO and digital marketing needs.

We can create conversion design tactics for your landing pages to get customers to click “buy.”

We can also optimize any of the key elements that are really proven to be high “money” points of leverage on your website.

Anything to help your marketing departure from ground to sky, we can do 💪.

Conclusion

Download the “Why Should You Hire a Conversion Rate Optimization Agency?” so you won’t forget to take action on it later. Click here to download it now.


So do you feel empowered to outsource CRO and begin making more money?

Here’s a quick review of the main points you went through in this article (in case you’re lazy and want to skim through them :D):

  • You’ve been successful getting visitors to your website. But CRO takes them from window shoppers into paying customers.
  • Outsourcing CRO enables you to focus on what you do best, e.g.: running your business or agency. Let the experts worry about staying on top of daily developments in CRO strategies.
  • When you know what to look for and you find the right CRO agency, the ROI will justify the expense.
  • CRO requires expertise that your team may not have. So outsourcing to a CRO agency worth their salt is smart.

And like I said in the beginning of this article, you deserve to see your marketing efforts pay off.

And CRO is just one more step to turning up the volume on the results from all of your efforts.

Now, tell me something…

Are you going to stick with the status quo and try to DIY your way through CRO?

Or did what you learn here change your mind and give you the courage to hand over some control to the experts?

Let me know in the comments below if you need more information to help you decide.

Keep AutoGrowin’, stay focused.

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United Colors of Benetton: Using Colorful CRM Tactics to Care for Customers?

Source: https://postfunnel.com/united-colors-of-benetton-using-colorful-crm-tactics-to-care-for-customers/

Welcome to PostFunnel’s 29th episode in the Seven CRM Commandments series!

This time around, we will be analyzing that colorful and carefree knitwear brand we all used to love back in the 90s – United Colors of Benetton.

Are they up to the task of what basic CRM tactics require of a brand in 2020?

1. Be Transparent 9/10

Between the way the brand has been handling an antitrust investigation in Italy, and different press releases it sent regarding the needs for accelerated modernization and digital transformation of its digital assets, we feel like the brand is “some you can talk to”. And that is what transparency is all about – a brand showing itself to be human.

Regarding that digital transformation, it was reported here on PostFunnel that the iconic fashion brand is set to transform its digital shopping experience for its loyal customers by teaming up with agency R/GA London.

“With the importance of Benetton’s digital experience more significant than ever due to the changing market conditions, we are thrilled to have been selected as their new Digital Transformation partner,” said Rebecca Bezzina, SVP managing director R/GA London.

“We look forward to helping pivot this incredible fashion brand and create a next-generation eCommerce platform that sets them apart from the competition.”

Therefore, Benetton has publicly acknowledged that it needs to improve the overall digital experience for shoppers – not shy to let customers know the truth about where the brand is heading.

2. Incentives and Perks 3/10

Other than signing up to receive the brand’s newsletter with a promise to, “Get a sneak peek at our latest news and promotions!” – we didn’t notice any other special offers, first time purchase promos, bonus codes, or other CRM marketing promotional offers that can definately work for the brand to retain customers as well as require new ones.

3. Be Relevant 7/10

The brand’s HP features a Christmas theme (holiday marketing) banner – which also gives customers the ability to browse through their “Gift Guide” – obviously relevant just in time for Christmas.

Also, their cozy home wear banner below is relevant as consumers still spend more time at home than usual due to the coronavirus pandemic.

In the brand’s FAQ section, we didn’t find any mention of the coronavirus pandemic and how it has affected the brand by any means.

Also, numerous brands have created new ways to shop in order to combat the spread of coronavirus. For instance, delivery methods like BOPIS, click and collect, or contact-free delivery have been introduced (among others) and have already been put in place across many retailers’ websites. For lack of this at Benetton, few points were deducted.

4. Be Helpful 8/10

United Colors of Benetton is a green fashion brand. On its sustainability webpage, they write:

“Since 2017, we have been part of the SAC (Sustainable Apparel Coalition), the largest alliance for sustainable production for fashion, footwear and textile brands.”

The brand also has a news section on their site with posts ranging from fashion to weather, inspiration, culture, and so much more.

The brand’s Dress Safely provides plenty of details on how “the Benetton Group project aimed at raising awareness and reassuring customers about the quality and safety of our garments, especially those that will be worn by children.”

Finally, with the brand’s slogan being: “All the colors of the world,” it’s clear that Benetton promotes diversity and inclusivity through its overall image and standpoint as a fashion brand.

These are all fantastic ways to show the world your brand’s values – however, how about something a bit more relevant to these times, especially for a year gripped by a global pandemic!?

5. Realtime Personalization 4/10

Although it might seem obvious, not too many brands that we’ve recently analyzed to date offer a drop-down menu to choose your country in order to localize and personalize your shopping experience. Especially not with such a wide range of options.

We also couldn’t help but notice a small banner at the bottom of the brand’s HP reading, “An exclusive service on benetton.com: personalize your virgin wool sweater, add your initials or give a special gift.”

However, when adding an item to our cart and going back to the homepage – we weren’t presented with “similar items” suggestions. Also, when adding that same sweater to our cart – no up-sell or cross-sell efforts were made by the brand.

Finally, no re-targeting efforts were made on our social media accounts either.

6. Master UX 6/10

Overall, our experience with the brand was good. It was nice to see them offer an “inside” section aside from shopping, with a campaign, expertise, history, sustainability, and even a “how do you feel” section.

The menu bar on the top left-hand corner of the brand’s HP is also clear and neat – making it easy to interact with the brand and find the category of products you’re looking for. We’ve seen worse sites.

Kind of annoying/outdated to have to fill in the entire form below to contact their customer service team, though:

Finally, removing items from our cart also wasn’t that simple – other brands simply offer it at the click of a button.

7. Leverage Social Media 6/10

Benetton’s Twitter account boasts over 34K Followers. However, the brand’s last Tweet is from the year 2018.

Though from a couple of years ago – this was a very cool and creative idea that the brand initiated and brought to life:

Also, to the brand’s defense, Benetton India is indeed an active page on Twitter.

Benetton’s Facebook account boasts over 636K Followers.

The brand posts every couple of weeks, more or less – mostly promoting their clothing lines and/or new collections.

Benetton’s Instagram account boasts over 657K Followers. The brand is a lot more active on this social media platform, posting every single day, and also using the Instastory feature.

The brand posts colorful images from all around the world as well as videos here to properly engage its large user base.

 

View this post on Instagram

 

A post shared by United Colors of Benetton (@benetton)

It’s clear that the company’s focus is on Instagram – and we agree that it’s the most suited platform for what they do. Still, neglecting other accounts isn’t ideal.

**

Overall, United Colors of Benetton is getting a disappointing 43/70 here (61%) placing them in joint 24th place, really near the end of the pack. We would agree and say – they are in real need of a digital overhaul. We’ll make sure to check in on them in a few months.

Here are the full rankings of all the brands we analyzed to date:

  1. Pets at Home 91%
  2. Lowe’s 90%
  3. Petco 90%
  4. Target 87%
  5. Uniqlo 86%
  6. Vrbo 83%
  7. West Elm 81%
  8. The North Face 81%
  9. Holland and Barret 80%
  10. Brooks Running 79%
  11. Best Buy 78%
  12. Etsy 76%
  13. The Body Shop 74%
  14. Gymshark 73%
  15. William Hill 73%
  16. Iceland Foods 71%
  17. Total Wine & More 70%
  18. Tommy Hilfiger 70%
  19. Walgreens 70%
  20. Kohl’s 70%
  21. Buy Buy Baby 68%
  22. Fiverr 67%
  23. Next 63%
  24. Patagonia 61%
  25. United Colors of Benetton 61%
  26. Burberry 60%
  27. Zara 59%
  28. COS 57%
  29. Dream11 53%

One more brand to go and we’ll be reaching a total of 30 brand analyses! Stay tuned to see who’s next.

 

 

The post United Colors of Benetton: Using Colorful CRM Tactics to Care for Customers? appeared first on Post Funnel.

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How About Staying in A Christmas Movie Come to Life?

Source: https://postfunnel.com/how-about-staying-in-a-christmas-movie-come-to-life/

It’s a holly, jolly Christmas! Vrbo, the American vacation rental online marketplace (recently announced to be merged with its sister brand, HomeAway), just announced a collaboration with Lifetime, the American cable channel – to make almost everyone’s childhood dream come true.  

For just $100 a night, guests have the chance to stay at the real-life version of a holiday movie-inspired home called, It’s a Wonderful Lifetime Holiday House 

We saw a similar nostalgic marketing initiative with $4 A Night for The Ultimate 90s Sleepover at the last standing Blockbuster store in the world. 

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But this is extra magical. Together with the star of “The Christmas Edition,” Carly Hughes, the Vrbo team wanted it to “Resemble a house made of gingerbread and be a small-town escape, preferably within walking distance of a bakery or coffee shop.” 

Additionally, “Every room of the house had to be covered in Santa’s workshop amounts of holiday decorations – no fewer than five Christmas trees, 10 wreaths, and two larger-than-life nutcrackers to stand guard.” 

To complete that extra special holiday getaway – customers can watch all 30 Lifetime Holiday films over and over again during their stay if they like.  

Or enjoy: 

  • Magical Christmas trees with twinkling lights 
  • Fake snow on command – a winter wonderland! 
  • A nook for writing to Santa Clause 
  • A backyard polar bear lodge – with delightful weather 
  • A gingerbread house selfie station – perfect for Instagram 
  • Giant nutcrackers from A Welcome Home Christmas

 

View this post on Instagram

 

A post shared by Vrbo (@vrbo)

The Greenwich, Connecticut 2100 sq. ft home was to be available for rent between November 23 and December 27, exclusively on Vrbo, with a three-night minimum stay. 

Guide to reengaging churned customers

So, if the idea got you excited after reading this and you’re thinking to book the place, too bad – the property is no longer available. 

But it could still inspire you for future marketing plots! Being able to pull off such a cheerful way to catch your audience’s attention is always worth a shot. 

The best part, though? The $100 a night and all rental fees will go directly to charity. It’s a wonderful way to humanize your brand, which is a staple in building meaningful customer relationships. Kudos, Vrbo! 

The post How About Staying in A Christmas Movie Come to Life? appeared first on Post Funnel.

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AWS ANZ Webinar Series – An Introduction to the Well Architected Framework

Register for our upcoming webinars at – https://amzn.to/2MN04j1. The AWS Well-Architected Framework enables customers to understand best practices around …

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NEWS // New Representation: Tea & Water Pictures

Source: http://focus52.blogspot.com/2018/06/news-new-representation-tea-water.html

I’m pleased to announce that I am now represented by Tea & Water Pictures in New York, London and Beijing. They are an exciting agency that have a some great production experience and a team with really diverse but complimentary backgrounds, so I’m excited to see what we can achieve together over the next few years!

They’ve also done a little interview with me which, if you’re interested, you can read here 

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Marketer’s Mind Memo – Issue #19

Source: https://toddbrown.me/marketers-mind-memo-issue-19/

I recently binged the Queen’s Gambit on Netflix.It’s about an orphaned chess prodigy who rises through the ranks in the 50’s & 60’s. I loved it.If you haven’t watched it yet, you should.I think too many entrepreneurs and marketers have been led to believe television and movies are evil, a waste of time. I disagree.Watching some television […]

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How To Cut Your Bottom-Performing Sales Reps And Get Better Sales Results

Source: https://www.square2marketing.com/blog/how-to-cut-your-bottom-performing-sales-reps-and-get-better-sales-results

Having More Reps Doesn’t Always Equal More Revenue

We hear this a lot at Square 2, especially from prospects who haven’t worked with us yet: “Why should we hire your team when we can just hire two more sales reps and get the same results?”

It’s a fair question, but it’s a bit like comparing an apple to an orange they’re two different fruits.

A better question, and one we often recommend for prospects, is this: “If you hired our team, how many fewer reps would you need?”

How exactly does adding a steady flow of qualified leads mean you might need fewer reps?

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