Conversion rate optimization agencies are guilty of weak test ideas.<\/p>\n
What is a weak idea, you ask?<\/p>\n
A weak idea is one that is not developed from a point of view.<\/p>\n
The true specialists of conversion rate optimization (CRO) are not using the same tricks on every client. If you suspect that\u2019s what your conversion rate optimization agency is doing, you have no need for them. But sadly that\u2019s what\u2019s happening with some CRO agencies out there.<\/p>\n
Clients are not stupid. They cycle through CRO agency after agency looking for breakthroughs. But what they get are the same \u201ccase study\u201d ideas over and over again.<\/p>\n
\u201cCase study\u201d test ideas are the standard best practice ideas<\/i> we see over and over in agency case studies online.<\/p>\n
Ideas like:<\/p>\n
If all you\u2019re getting from your conversion rate optimization agency are ideas like these\u2026Then you should fire them.<\/p>\n
Clients don\u2019t need a conversion rate optimization agency for the basics. Any semi-competent marketer can do best practices optimization.<\/p>\n
And if you don\u2019t 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.<\/p>\n
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\u2019s the case, then what are you paying for? There\u2019s no deep meaningful thought behind any of that type of work. It\u2019s just implementation.<\/p>\n
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.<\/p>\n
As a conversion rate optimization agency owner it\u2019s embarrassing. Personally I think it\u2019s sad if implementation is the only value a CRO agency is delivering. Am I wrong? Do you feel the same way?<\/p>\n
Good CRO agency cannot do conversion optimization by using a checklist of standard test ideas.<\/p>\n
If the hypothesis is: Scarcity will increase conversion, you should be embarrassed to call yourself a CRO expert.<\/p>\n
So what\u2019s missing? What\u2019s wrong with just implementation if that\u2019s the hard part you struggle with?<\/p>\n
What\u2019s missing are the deep insights\u2026the learning.<\/p>\n
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.<\/p>\n
What\u2019s 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.<\/p>\n
But most of all\u2026 Innovation of your marketing that is guided by a conversion rate optimization point of view.<\/p>\n
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