Conversion optimization services: great help or money drain?

 

You are standing on the edge of a cliff, looking into the mist below and about to jump into the unknown. Honestly, this is how many people feel when they start reading about website optimization, conversion rates, site analytics, unique value proposition, search engine optimization, bounce rates, and a dozen of other buzzwords for website marketing.

When I get to the edge of new territory like that, my first reaction is to call in the experts. I could spend hours and hours learning this on my own, or I can hire a professional and let her do the dirty work. Are conversion optimization good CRO campaign  for you?

Implying?

For most small business websites, the goal of optimization is to increase your online sales and / or increase your flow of leads online. There may be minor conversion events on a website (sign up for a newsletter or download a white paper), but for most small business websites, these are ways to engage with and nurture leads until they buy or request an appointment.

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Since the goal is to convert more visitors into customers, you need to look at your website from your customer's perspective. What will drive more visitors to become customers? How do you design your website so that it is easy for them to access the information they want quickly and easily? Who is your target audience and how do you engage them? How do you write so that your ideal clients feel like you're speaking directly to them?

Getting external help

First, let's take a look at the benefits of conversion optimization services. Someone who specializes in website optimization will not only know the best practices for improving conversion rates, but will also know when they don't apply to a given situation.

Even if you had a lot of experience in optimization, you are so familiar with your own website that it is almost impossible for you to see where your visitors are confused or frustrated.

Because small business owners learn quickly, you can't literally learn to do everything yourself. The older you grow, the less time you have and the more you will need to find qualified help.

Things to keep in mind

Second, let's look at some drawbacks. The first problem is choosing a reputable service. The Internet is full of people who will design, build, maintain and optimize websites. Take time to research service offerings.

Another problem is to check the quality. It's often intimidating to hear someone recite a series of jargon-filled explanations when you have no idea what the buzzwords mean. There will be a lot of trust here, so be sure to choose someone you can really work with.

The best solution is probably a combination of doing serious research, asking for recommendations, and a little self-education about optimization so you can get the most out of the company you ultimately hire. You will be able to understand their explanations and benefit more from their contributions if you have a working knowledge (even just an introductory one) of website optimization.