You probably (or definitely) have heard this saying before: More is more. The truth is, in the business world, that’s almost always true. More leads, more sales, more revenue — it goes without saying that all of that is good stuff. 

But of course, we did just say “almost” always. What if we told you the reverse could be the case when it comes to your marketing investments?

Less can be more when it comes to any aspect of your sales funnel. With a bit of tweaking, just about every piece of your existing digital content can be reworked to streamline your conversion process and help convert would-be clients into long-term customers. However, like everything in marketing, the things that look simple on paper aren’t always that straightforward once it comes time to bring them to life. 

Good news: A conversion optimization consultant is exactly the person who can help.

Conversion Rate Optimization: What You Need To Know

Before we introduce you to your new partner in all things conversion, it’s probably best to take a step back and go over what conversion rate optimization actually means.

Conversion rates are simply the percentage of users who complete a certain action. On a social media ad, that may be clicking “learn more,” whereas a landing page may have a contact form for website visitors to fill out. An eBook landing page may have a button to download the eBook and … well, you get the point.

Most marketers work hard to drive traffic toward their brand’s website. In turn, the hope is that this traffic is converted into a qualified lead that finds its way directly into the sales funnel. However, in the ultra-saturated market we find ourselves in today, that may not be enough.

Increasingly, teams are starting to look toward their existing assets and current traffic to find a way to do more with what they already have. 

And with that, we’ve reached our hot topic of the day: conversion rate optimization.

Conversion rate optimization is the process of enhancing your company’s website to increase the number of leads you generate. There are a number of ways to achieve this, including: 

  • Conducting A/B testing on your existing pages to find out what is and — maybe more importantly — isn’t working.
  • Building automated workflows that trigger emails and other outreach strategies based on recorded user behavior across all of your digital channels.
  • Optimizing high-traffic blogs and landing pages that are producing low conversion rates.
  • Enhancing pay-per-click campaigns to more effectively move prospects through the sales funnel.
  • Aligning your social media strategy with your sales goals for a more cohesive approach.
  • … and more!

The strategy and the exact path you’ll take to boost your conversion rates may vary, but the ultimate goal is the same for every team: driving qualified leads, increasing revenue and acquisition costs. Thus, doing more with less — all while laying down the foundation for long-term, sustainable growth.

Now you may be wondering, “I already have an SEO strategy — do I still need to worry about conversion rate optimization too?”

Short answer: Absolutely.

Long answer? We’ll kick that off with a question for you, dear reader. Which is more important: getting your target audience onto your site or converting those users into customers?

As marketers, we definitely like both.

While search engine optimization and conversion rate optimization may share a third of their names, the similarities end there. The key difference between the two digital marketing tactics comes down to their respective end goals. While search engine optimization focuses on what gets your customers to your website, conversion rate optimization focuses on what they do once they’re actually there. 

Still following us? At the end of the day, the most effective marketers combine SEO best practices with a conversion optimization strategy to create relevant, high-quality content that engages readers and ultimately converts them into customers.

Fortunately, you’re about to meet the person who knows exactly what that will look like.

OK, So What Does a Conversion Optimization Consultant Do?

Unlike some other roles out there, a conversion rate expert is basically exactly what it says on the tin. 

Like we discussed, driving traffic to your website is just one part of the puzzle. Consider a conversion optimization consultant to be your go-to source when it comes to finding the missing piece and creating a complete picture of your customer journey. 

Often, consultants work with their clients over a period of several months, establishing the right strategy for your brand’s unique needs. After the “get to know you” phase, your consultant will dive into the data, scouring information about your target audience, how your site is currently performing and what may potentially be standing in the way of your funnel. 

Once your consultant knows your brand like the back of their hand, the fun begins. Generally, the partnership can be broken down into 3 key phases: 

  1. Strategy: After you’ve decided what success will look like, your consultant will present the strategies and tactics they’ll use to get you from point A to point B.
  2. Activation: It’s go time. The team will start making adjustments to your website, which can include sweeping changes to your overall user experience all the way down to more specific adjustments such as optimizing certain pieces. 
  3. Optimization: This one is kind of a given since it is in the name and all. A good digital marketing consultant will provide ongoing support, testing out your new strategy and tweaking as needed using analytics.

Remember: No matter what stage of your conversion optimization journey you’re on, a consultant is here to help. Whether that means first identifying which part of the business could use a little tweaking or determining what a “little tweak” actually looks like, they’ve got the know-how to make it all happen. 

When Should My Business Focus on Conversion Optimization?

Just about every business with an online presence can benefit from a reimagined CRO strategy, but there are some telltale signs that yours is in need of a tune up:

High Traffic, Low Results

Stop me if this sounds familiar: Your team members are certified experts when it comes to getting your brand’s name out there. Your website marketing efforts seem to be paying off, and customers are flying through the awareness stage as well as the research phase, and you’re seeing consistent traffic across all of your new content. 

And yet, despite those wins, your sales team is stuck chasing outbound leads and you’re not seeing much conversion activity.

Yup, it’s time to bring in your secret weapon: a conversion optimization pro.

Sneak a Peek at Your Competitors

For our number-loving folks out there, another useful way to determine whether your conversion rate could use a boost is to look at your industry average. Although a “good” rate varies pretty significantly by industry, a quick search online will tell you that 2% to 5% is the norm. 

While your competitors aren’t likely to be publishing their numbers, industry reports and publications will help you get a better understanding of where you fall within your specific niche.

Compete Against Yourself (Past You)

Your direct competitors aren’t the only ones with a conversion rate you should be looking out for. Introducing your top rival: you. Well, past you.

Be sure to record your own conversions over time. Compare how those numbers vary across each month and whether you spot a significant trend from quarter to quarter. If you’re noticing a change for the worse and you haven’t made any direct adjustments to your conversion strategy, a consultant can help pinpoint exactly where things went awry.

How Do I Find an Experienced Conversion Rate Optimization Consultant?

A word of caution: Not all conversion optimization specialists are made equal. Like any partnership, it’s important to take the time to vet your options and find the best one for your organization’s unique needs. 

As you set your sights on the best conversion optimization service for your brand, keep these considerations in mind:

  • Past experience: Look for a partner who not only has experience with brands similar to your own, but also who can provide case studies and testimonials.
  • A proven process: Although a conversion rate optimization consultant should tailor their go-to strategy so that it aligns with your goals, be sure to ask what their standard process may look like. As we learned today, kicking things off with a proper discovery session can make all the difference when it comes to achieving your goals.
  • Collaborative experience: A conversion rate expert is an extension of your own team. You’ll want to partner with someone who you can easily see working with over the long term, as it will take at least a few months to start seeing results.

Just like that, you officially know what conversion optimization is, when it’s time to ramp up your own CRO strategy and how a consultant will help you start seeing the results you’re looking for. Now, if only we had an example of what a copy-based, conversion-optimized call to action might look like.

Oh, wait.

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Amanda Ciarci is a senior writer and editor at Brafton. When she isn’t busy overusing the em dash, she can be found playing with her cat, drinking pots of coffee at a time or finding her next concert to attend.