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How to sell CRO to clients or boss

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How do we go about selling conversion rate optimization (CRO) services to your clients?

If you’re a web designer, SEO agency or a solopreneur looking for a great business opportunity, then this tutorial ought to be your holy grail. CRO isn’t going anywhere in the coming decade and will only continue to grow. This is the perfect moment to get into the CRO business and become an authority. But for CRO to be a lucrative service for you to offer, you must know how you go about selling it!

Since this is a free tutorial I’ll tell you the very basics and philosophy of how CRO should be marketed most efficiently. The three pillars for selling CRO services and products successfully are the following:

1. Do more with less.

Optimizing conversion rates means that your client will make more money with the same amount of traffic.We know for a fact that 90% of online paid advertisement is done inefficiently, so everyone who’s paying for traffic, banners and ads is LOSING a great deal of money — not because the traffic sucks, but because their website isn’t converting well.

There is always room for improvement. A slight increase of a conversion rate could mean hundreds more orders. We are talking about a legitimate way to GROW businesses and sales. Buying more traffic isn’t the best way to double your business, there exists a glass ceiling.

Here’s a scenario:

If your client is paying $1000/month for online advertising, resulting in 10000 website visitors and gets 100 sales per month; his conversion rate is 1%.

By performing A/B tests you can easily find a few elements on his website to improve, and it could realistically boost the conversion rate to 3%; now they have circa 300 sales per month — you have just tripled their business.

This scenario may sound artificial, but we have proven it time and time again; the devil is in the detail. By adding/removing/changing details on critical website pages (such as the checkout), we make the visitors buy faster, easier and get them to trust the website more; all of these factors contribute directly to the conversion rate.

2. Data, no bullshit.

Conversion Rate Optimization, especially A/B and MV testing rely solely on big data, and not assumptions.

Unlike search engine optimization (SEO) where people try to rank higher in Google, that isn’t a proven science. The Google algorithm changes frequently and all the “black hat” tricks people pull out their hats can be detected, resulting in your website being blacklisted. In contrast, CRO is a science — it uses statistics and math to help us improve websites and landing pages for instance. Your client can never ever blame you for bad results, because your data will prove your point, always. Even if the test performed poorly, it’s still valuable data!

Selling CRO to your clients just got easier, because you have real data – no bullshit assumptions. This means you can sell CRO with full confidence, simply because you always speak the truth as long as you rely on the gathered data.

3. Test, don’t speculate.

When you perform A/B tests, such as testing headlines or buy buttons — you start with a hypothesis: whether the newer version “B” will perform better than the original version. How in the world can we know if a “buy now” text will get us more sales than an “order now” text? Nobody in the entire world can know, and looking at what worked in the past is a completely invalid assumption.

Every element on your website, especially if it’s a CTA (call to action) should be tested to find the best performing variation. Our opinions, the opinions of your client, the opinions of some web designer or guru don’t mean a darn thing, if they are not backed by data. Never make assumptions of what worked in the past, every situation is unique.

When you’re pitching to your client and he defends himself by saying “… from my experience this is the best performing version, because in my previous project we tested…”; right here your client speculated: unless you test that hypothesis again, your client is just speculating. And it takes less than 5 minutes to setup an A/B test with Clicktrait, no excuse is valid.

If you have any specific questions or problems, maybe you don’t know how to tackle a specific question a client may raise, leave it in the comments below.

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