6 Qualities to Look for in a CRO Expert Company

Very few companies are happy with their conversion rates. Despite the fact that a good conversion rate is anywhere between 2-5%, the effects of poorly planned or badly executed marketing are devastating to a business’ state of affairs.

If this sounds like you, then there’s a huge benefit to be tapped into through the use of a CRO campaign expert. These specialists provide services designed to directly affect the conversion rates of companies that need it. While CRO experts that trade on their own are available, it can be useful to align oneself with a company like Traffic Radius, as we offer full marketing services, meaning you get a much more holistic approach to your CRO issues.

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But why should you take us at our word? You shouldn’t. That’s what research is for. With that in mind, let us give you a starting point, here’s our list of 6 qualities you should look for in a CRO expert.

1. Custom CRO Plans

Any conversion rate expert needs to understand one basic fact – no two businesses are the same. Just like every person has unique things about them, every business should be treated as unique. When dealing with conversion optimisation experts, it should be evident that they are treating you, and your business, as an individual. There should be no cookie-cutter approaches here, there should be one of two things:

• A “base” campaign model that has gotten proven results before, that can be tweaked according to your specific needs.
• An entire new campaign plan generated from scratch.

Only with one of these two things are you guaranteed to get the service you need and deserve. Amongst these however, every CRO plan should include the following:

• A/B Testing: Testing CRO elements to see which gets the better response.
• Raw Heatmap Data: The use of heatmaps to see how customers use your website.
• Conversion Tracking: Tracking the increase (or decrease) of conversions since the services of the CRO expert were engaged.
• Conversion Reporting: Accurate reports of the conversion rate over time.
• Incoming Traffic Reporting: Accurate reports of how much traffic is coming to your site.

Anything less than this isn’t worth your time or money.

2. Transparent Pricing

If, at any point, you have to ask yourself “what exactly am I paying for?” then that’s a red flag right there. Your CRO campaign expert should either have told you, or provided an itemized list of, everything you’re going to be paying for and what purpose it serves. Anything other than total transparency is not acceptable, and you shouldn’t have to be worried about the possibility of being diddled by your CRO expert company. You’ve come to them for help, not further hindrance. Make sure you’re getting what you paid for, and make sure that any time there’s a new expense, or that the money you’re paying rises or falls, that you receive a full receipt detailing out what you’re paying for.

3. Testimonials/Large Client Base

As a business person you’re probably aware of the importance of reviews. They can make or break a business. Some enterprises have even shut down based on the bad press of their reviews. It’s no different for marketing agencies. Checking the testimonials or portfolio pages of a marketing company website is critical to ensuring that you’re going with the right people. After all, if one agency has 500 glowing reviews with very little negativity, while one has 500 negative reviews, it seems to be an obvious choice of which agency to form a contract with. Although important, there is some wriggle room with this. Sometimes businesses are just starting up, so they don’t have many testimonials or clients under their belt. If a company is young, it’s worth looking at the quality of their work, rather than the quantity. Also some people with an inflated ego or sense of entitlement fail to see anything outside of “I was expecting this and I didn’t get exactly that so what I got was bad.” However in these cases, generally the company responds to these kinds of non-complaints to set the record straight, so it should be fairly obvious which reviews are legitimate, and which reviews are Karens having a bad day.

4. A Big Team

Marketing is a large, multidisciplinary field. As such, unless you’re dealing with a specialist CRO expert company the agency you choose needs a large, multidisciplinary team. This will generally include people who manage accounts, people who co-ordinate projects and personnel, web designers, web developers, graphic designers, content and copy writers, and in some cases videographers and photographers. If you’re dealing with an agency that claims to be a full marketing services agency, and their team consists of only a few people, it’s possible that they could be overworked for the number of staff they have, which isn’t good for anyone.

5. Experience

No one wants to deal with a company that doesn’t know what it’s doing. Making sure that the company you’re looking at entering into an agreement with has suitable tenure is a must. Generally most companies will have something about how long they’ve been in the industry on their “about us” page, but if not it only takes asking the company manager or whoever you’re dealing with how long the company has been in operation or for a bit of background on the agency and they’ll be more than willing to have that conversation with you. If they aren’t willing to give up that information, that’s a big red flag.

6. Tools

Just like a mechanic or engineer with their toolboxes, every marketing agency uses tools to get the job done. Most times it just comes down to personal preference so different companies could have very different tool boxes. The following are what Traffic Radius uses:

KISSMetrics: An Ecom CRO expert in a program. KISSMetrics offers advanced analytics on products and marketing. KISSMetrics integrates into Shopify, and is proven to help users optimise their checkout funnel, as well as increase new and repeat conversions.

Woopra: Aside from being delightfully fun to say, Woopra is a premium user-journey tracking tool that specialises in tracking the customer journey on your website, any relevant trends, and customer retention. These analytics are vital to the success of a Conversion Rate Optimisation campaign, and Woopra handles them terrifically.

CrazyEgg: CrazyEgg is, despite the name, a serious optimisation tool that is competing in near-equal terms with their rival Hotjar. CrazyEgg offers heatmaps that show where your customer’s attention is on your website, as well as email and ad campaign visitor behaviour, whether or not your calls-to-action are being seen, and more!

Adobe Analytics: In the early days of the internet, Adobe Dreamweaver was a premium website creation tool. Now that CMS systems are becoming more powerful and cheaper, Adobe shifted their focus from design, to analytics. Adobe Analytics offers statistics for both web data and marketing, as well as predictive data to help your business head in the right direction.

BrowserStack: BrowserStack is a great tool for A/B testing, one of the most vital components in CRO campaigns. Any CRO Expert that doesn’t A/B test is no expert, and BrowserStack offers an amazing medium that allows users to streamline this most vital stage of optimising conversion rates.

Why Traffic Radius?

You’re reading this blog on our website, so it’s obvious that in some way we’re trying to get you as a customer. And this, right then, is one reason why you should sign up with us if you’re having trouble with conversions – we’re honest. We have a strict policy of transparency in our services. We want people to trust us because we’re truly dedicated to getting them the results that they need in order for their business to thrive.

We have a roster of over 400 amazing clients, and an internationally-reaching team of marketers and managers that make our work smooth and streamlined. Our services are always tailored to our customers and we are met with near-unanimous satisfaction rates.

Traffic Radius has been in the marketing sector for decades. We love what we do, and it shows. If you need more evidence of our expertise and work ethic, simply contact us here, or call us on 1300 870 901.