The benchmark bounce rate for businesses and industries is averaged at 50.59% in a report by CXL. If marketers just ignore this statistic, then they’re missing out on a lot of potential sales. However, when they do realize the need for optimization, it’s usually too late. It’s a lot easier to prevent losses than it is to make up for them, given that the entire optimization process is continuous – that’s why businesses should consider hiring a CRO consultant as soon as possible.

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Since marketing funnels change as audiences evolve, understanding the latest trends is essential for staying ahead of the competition. One of the best ways to adapt is to understand user behavior, which expert consulting services can help with. However, there’s more to CRO than just data analysis, so sit tight as we explore why businesses should consider hiring a CRO consultant.

By the end of this article, you’ll understand what a CRO consultant does, when you need one, and whether you need an agency level of expertise or a lone consultant.

What is a CRO Consultant?

They can go by different names, such as conversion rate optimization (CRO) experts or CRO specialists. But in a nutshell, these professionals specialize in helping businesses maximize their conversions by analyzing user behavior and using various techniques to improve the customer experience. In any conversion strategy success story, a CRO consultant will always be involved.

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CRO consultants develop the plans for the optimization process and oversee projects, including initial research, lead generation, implementation, and re-testing of the changes. They’re also responsible for providing reports to stakeholders about optimization progress and results. Simply put, the main goal of a CRO specialist is to obtain the best possible results for all your marketing efforts: more leads, conversions, and repeat customers.

What are the Exact Responsibilities of a CRO Consultant?

These specialists will go as far as turning your business into a goldmine. From comprehending your product/service to giving you a detailed analysis of your website, landing pages, and consumers, CRO consultants can give you an in-depth understanding of what works and what doesn’t in the entire buyer journey.

To do so, conversion rate optimization consultants engage in several tasks:

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1. Determining Issues with User Experience

A complicated user interface, conflicting calls-to-action, and other user-experience problems could be preventing your website from converting. A CRO consultant can help you identify these issues and suggest solutions to make the overall experience more pleasant. This requires data analysis done through heatmap tools, surveys, and A/B testing. Overall, one cannot deny the importance of a smooth user experience for conversions.

2. Formulating Strategies for Testing

Testing comes after the analysis phase. It’s during this stage that specialists craft solutions to address user experience issues and make sure strategies are in place for further user testing and optimization. CRO consultants also set the KPIs for these tests to track the progress and measure success in the elements improved.

3. Brainstorming for Test Concepts

Controlled experiments are the best way to draw conclusions about user behavior and make data-driven decisions. Conversion optimization consultants sit down with stakeholders and brainstorm ideas for tests that would be the foundations of optimization.

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4. Evaluating the Tests

Once testing has begun, the CRO consultant will oversee the entire process through the use of statistical analysis and data interpretation. They will spot patterns in the results that can be used to make decisions about optimization strategies.

5. Reports

At the end of the tests, a comprehensive report will be prepared that highlights what worked and what didn’t. Valuable insights will be shared together with future recommendations to keep the optimization process moving. Some of these recommendations may include further experiments to be done or changes in implementation, website elements, or customer experience.

6. Emphasis on Insights and Testing Strategies

At the heart of all CRO activities lies a focus on insights and testing strategies. The next steps of optimization are based on the results and analysis performed. CRO consultants will have a deep understanding of how to interpret patterns, identify trends, and formulate strategies for further optimization.

Overall, consultants can do wonders for your business by creating an effective user journey that leads to an increase in conversion rate. To give you a quicker glance at what they can do, here’s a table about what covers their scope of work and what doesn’t:

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When Should You Hire a CRO Consultant?

There are early signs that indicate it’s time to hire a CRO consultant. Your conversion rate optimization deserves a professional eye if you encounter any of these scenarios:

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1. Your Conversions Are Either Stagnant or Declining

A B2B CRO might be your right choice if you don’t see any improvements in the rate of conversions. A stagnant or declining conversion rate is a key indicator that your optimization efforts are not working.

Consultants deal with this issue by using data to identify the root cause. Once they have the answer, they develop strategies and solutions to ensure that your conversions start climbing again. As better conversion rates are the primary goal of any CRO consultant, B2B agencies can rest assured that the right specialist will be able to make a difference.

2. Inefficient Lead Generation

Obtaining leads for B2B businesses, such as inbound leads from website and landing page visitors, is a complex process that can all go to waste if not managed properly. Some of the reasons leads don’t convert into customers include the following:

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A CRO consultant will be able to identify these issues and create strategies that address them. The end result should be an increase in the number of leads generated from a website, as well as improved customer retention rates. In short, you buy the experience of a CRO consultant to ensure that your lead generation efforts are successful.

3. Landing Pages Don’t Convert

Your landing page is the first impression a visitor will have of your brand. This is vital when you are trying to increase conversions, as it’s the gateway into your sales funnel.

If you are running campaigns and not seeing the desired results, then it may be time to assess how effective your landing pages are. But it’s not that easy. Here a CRO consultant can help by analyzing the page design and user experience. They will look for any elements that may be causing friction or confusion for visitors and provide solutions that improve their journey through your website.

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Strict monitoring and understanding of landing page fundamentals, such as the headline, copywriting, and CTA buttons, are essential for conversions. CRO consultants have that beneficial knowledge for your website as a whole, helping you identify areas of improvement.

4. You’re Overwhelmed by Data Analysis

In today’s data-driven market landscape, companies have access to a wealth of information about their customers and potential prospects. From web tools like Google Analytics that track user behavior on your website to CRM systems that document customer interactions, the amount of data at our disposal is truly staggering.

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However, with so much data available, it can be daunting trying to sift through it all and make sense of what it means for your business. Understanding complex datasets requires both technical expertise and strategic thinking - something many entrepreneurs or small businesses may not possess in-house.

For instance, you might be seeing high traffic numbers but low conversion rates. Or perhaps visitors are spending a lot of time on one particular page but then leaving without taking any action – these scenarios require careful analysis to determine the underlying issues and how they can be addressed effectively.

This is where CRO consulting services come into play. These professionals are skilled at analyzing large volumes of data with the latest tools – like Tableau, SAS, and Google Analytics 4 – and translating them into actionable insights for improving conversions. They can help identify trends or patterns you might have missed and provide recommendations based on solid evidence rather than gut instinct.

5. You’re Not Sure How to Improve User Experience

User experience is a crucial factor that determines how likely visitors are to convert from your website and landing page. It pertains not just to the usability of your platform but also encompasses aspects such as site speed, mobile optimization, intuitive navigation, and engaging content.

Suppose visitors struggle with slow loading times or find it difficult to navigate through your site due to confusing layouts or poor design choices. In that case, they will likely leave without converting – no matter how compelling your products or services might be.

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For example, a study by Google found that bounce rates skyrocketed by 32% when page load times increased from one second to three seconds. Similarly, according to Forrester Research’s survey results, around 77% of customers think that valuing their time is the most important thing a company can do while providing online service.

A proficient CRO consultant can help improve these factors significantly. They have the skills and knowledge needed for conducting thorough UX audits, which involve critical evaluation of every touchpoint in the user journey from the landing page to the final conversion points.

6. Your Return on Advertising Spend (ROAS) Is Low

Noticing a consistently low return on your ad spend? Assuming you’re driving targeted traffic through well-crafted ads but still fail to convert these leads into customers, the problem likely lies within your site.

Visitors might be interested enough to click on your ad, but something about the webpage they land upon is causing them to abandon their journey before converting. This could be due to reasons such as irrelevant content, confusing navigation, poor design aesthetics, or lack of compelling CTAs.

Research by WordStream suggests that companies with more than 40 landing pages generate a whopping twelve times more leads than those with one to five landing pages. It emphasizes the importance of having multiple conversion-optimized landing pages tailored for different buyer personas and stages of the customer journey.

A CRO consultant can help identify potential bottlenecks that are hampering conversions despite high-quality traffic – they’ll analyze visitor behavior on your site using various analytics tools and suggest improvements based on data-driven insights.

7. High Bounce Rates & Low Time-on-Site

High bounce rates and low time-on-site are two metrics that indicate visitors are not finding what they’re looking for on your landing page and website, or worse – they don’t like what they see.

A high bounce rate means that a large percentage of visitors leave your site after viewing just one page, indicating a mismatch between their expectations (based on the source from which they arrived) and the reality of your site content. Meanwhile, low time-on-site suggests users aren’t engaging with your content or exploring it enough – both of these can severely impact conversion potential.

With the help of an expert CRO consultant, you can identify why users are bouncing off so quickly by leveraging analytics tools to track user behavior patterns alongside conducting qualitative research methods like user surveys or interviews for gaining deeper insights into customer preferences.

Here, tactics get designed specifically to reduce friction during final conversions.

8. You’re Not Seeing Results From Your Current Optimization Efforts

Even the most well-intentioned optimization efforts can fall flat if they’re not rooted in a solid understanding of your audience’s needs and expectations. If you’ve been making changes to your website or marketing strategies but aren’t noticing a significant improvement, it could be because you’re not focusing on the right areas or using ineffective tactics.

A CRO consultant can help by providing an objective review of your current efforts and identifying where improvements can be made. Their expertise lies in pinpointing why certain strategies might not be working and suggesting more effective alternatives that align better with user behavior.

Let’s take the example of a software company that has invested time and resources into redesigning its product landing page with no noticeable increase in free trial sign-ups.

A CRO expert may find that, while the new design looks modern and slick, it lacks clear information about how its product solves user problems or fails to address common objections potential users might have before signing up for a trial. Recommending solutions such as adding customer testimonials, explainer videos, or detailed feature benefits could turn around these underperforming metrics.

CRO Consultant or CRO Agency: Who Should You Hire?

When looking for an increase in conversion rate, hiring a CRO consultant or a CRO agency can make a significant difference. Both options offer valuable expertise and insights to enhance your website’s performance and drive more conversions. However, understanding the differences between the two will help you make an informed decision that aligns with your specific business needs. Let’s explore whether a CRO consultant or CRO agency is the right fit for you.

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- Range of Services Provided

One key consideration when deciding between a CRO consultant and a CRO agency is the range of services they provide. CRO consultants generally offer a more personalized approach, focusing specifically on your business’s unique needs. They work closely with your team, providing hands-on guidance and tailored strategies. On the other hand, CRO agencies, along with everything a CRO consultant offers, also offer a broader suite of services, including copywriting, design, and development. They can take your CRO strategy from start to finish, providing a comprehensive solution for your business.

- Experimentation Process

The experimentation process is a crucial aspect of CRO that can vary between consultants and agencies. CRO consultants typically adopt a more agile approach, conducting smaller-scale tests and iterating quickly based on the results. This allows for rapid optimization and adaptability.

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In contrast, CRO agencies often have access to a larger team and more resources, allowing them to conduct more extensive and complex experiments. They may have the ability to run multiple tests simultaneously, leading to more comprehensive data analysis and insights.

- Cost and Budget

Budget considerations play a significant role in deciding whether to hire a CRO consultant or an agency. CRO consultants tend to be more cost-effective for small businesses, as they often have lower overhead costs compared to agencies. Additionally, consultants often provide flexible pricing options, allowing you to choose services based on your budget and specific requirements.

On the other hand, CRO agencies might have higher costs due to their larger team and comprehensive range of services. However, it’s essential to weigh the potential return on investment when making your decision.

Suggested Read: Landing Page Design Cost Break Down: Comparisons & Solutions

- Access to Experience

Experience and expertise are vital factors to consider when choosing between a CRO consultant and a CRO agency. CRO consultants often have specialized knowledge in conversion optimization, honed through years of experience working on various projects. Their expertise can provide valuable insights and strategies tailored specifically to your business.

CRO agencies may have a broader range of experience working with diverse industries and clients, however. This broader exposure can bring fresh perspectives and innovative ideas to enhance your conversion rate.

Both CRO consultants and CRO agencies offer unique benefits, and the choice ultimately depends on your specific business needs. If you are looking for a personalized approach, hands-on guidance, and a focused strategy, a CRO consultant may be the right choice for you. However, if you need a more comprehensive solution, access to a larger team, and complete implementation of your CRO strategy, a CRO agency becomes a more appealing option.

How to Hire the Best B2B CRO Agency?

While a CRO consultant can certainly assist in identifying reasons behind underperforming landing pages, a CRO agency is better equipped to provide comprehensive solutions through the integration of redesigning, analysis, implementation, and optimization services.

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Looking for a reliable CRO agency to guide you through the process of optimizing your conversions? Look no further than Apexure. As a trusted consultant and implementation partner with an excellent track record, we have over eight years of experience helping B2B brands achieve their conversion goals through effective data-driven methods. If you want to discover how we can assist your business, don’t hesitate to get in touch with us today.

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About The Author

Waseem Bashir
Waseem Bashir,CEO

Founder & CEO of Apexure, Waseem worked in London’s Financial Industry. He has worked on trading floors in BNP Paribas and Trafigura, developing complex business systems. Waseem loves working with Startups and combines data and design to create improved User Experiences.

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