Conversion rate optimization agencies are guilty of weak test ideas.
What is a weak idea, you ask?
A weak idea is one that is not developed from a point of view.
The true specialists of conversion rate optimization (CRO) are not using the same tricks on every client. If you suspect that’s what your conversion rate optimization agency is doing, you have no need for them. But sadly that’s what’s happening with some CRO agencies out there.
Clients are not stupid. They cycle through CRO agency after agency looking for breakthroughs. But what they get are the same “case study” ideas over and over again.
“Case study” test ideas are the standard best practice ideas we see over and over in agency case studies online.
Ideas like:
- Reducing choice by displaying fewer options to improve conversions.
- Flipping elements around on your page layout in an effort to get more sales.
- Adding social proof to get a lift.
- Reducing steps or clicks.
If all you’re getting from your conversion rate optimization agency are ideas like these…Then you should fire them.
Clients don’t need a conversion rate optimization agency for the basics. Any semi-competent marketer can do best practices optimization.
And if you don’t have a semi-competent marketing manager in your company, maybe you should start there. You might not be ready for a conversion rate optimization agency yet. First get the basics down on your own.
What Are Clients Paying For?
Is your conversion rate optimization agency is just re-using the same ideas as every other agency? Or worse, the same ideas from every test that they have ever done or seen online? If that’s the case, then what are you paying for? There’s no deep meaningful thought behind any of that type of work. It’s just implementation.
To me it just feels wrong for a client to pay for implementation without ideation and insight. Or for the same regurgitated ideas every CRO agency is talking about.
As a conversion rate optimization agency owner it’s embarrassing. Personally I think it’s sad if implementation is the only value a CRO agency is delivering. Am I wrong? Do you feel the same way?
The Real Value Of A Conversion Rate Optimization Agency
Good CRO agency cannot do conversion optimization by using a checklist of standard test ideas.
- Is the call to action above the fold? Check…
- Are there testimonials on the page? Check…
- Is the guarantee featured prominently? Check…
If the hypothesis is: Scarcity will increase conversion, you should be embarrassed to call yourself a CRO expert.
So what’s missing? What’s wrong with just implementation if that’s the hard part you struggle with?
What’s missing are the deep insights…the learning.
The understanding of your prospects and customers and your perspective about them and the industry you are optimizing for. Your thinking and ideas about “why this test?”, “why this hypothesis?” is vital to helping your clients leap forward.
What’s missing is an understanding of your customers beliefs, and feelings. That will enable that leap ahead of the competition. That edge is what CRO agency clients should be paying for.
But most of all… Innovation of your marketing that is guided by a conversion rate optimization point of view.
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