When should you invest in Conversion Rate Optimization? I asked a Competitor

It’s a big question. “When should I invest in conversion optimization for my website?” Even though I’ve been preaching the benefits of CRO since 2006, I don’t consider it an obvious decision. Instead of telling you what I think, I asked a competitor to tell you, just to keep me honest.

We have answered the question, “How do I pick a conversion optimization consultant,” before. We’ve also told you where to go and get your CRO budget. Now we answer the question of “when” is the right time for conversion rate optimization.

If I’m going to truly help you improve your online business, I have to help you answer this question. The problem is that I have a conflict. It’s easy for me to say, “Hire my company, Conversion Sciences.”

It’s my fiduciary duty as the Managing Partner. Getting new clients is one of the goals of this podcast and why we spend so much time and money on it.

I am eminently qualified to answer this question because of my years of experience, BUT I’m NOT going to be the best source of information on this because I am biased.

So I did something crazy, something that arguably violates my fiduciary duty to my company.

Don’t tell my partner.

Getting a second opinion on Conversion Rate Optimization

To help make you better at investing in conversion optimization services, I did something I may regret.

I invited a direct competitor onto this podcast. Why would I, after all of my investment in producing and marketing this podcast, offer a platform to a competitor?

Because you need a second opinion. Rather than make you go out and find it, I’m going to provide it to you right here on the podcast.

I believe that if I help you answer this question, you will make a better decision. I also believe that our reputation, our brand value and our track record make our brand strong. Strong brands can take risks, especially those that can benefit their customers and prospects.

There are a LOT of websites that need conversion optimization. There is plenty of business to go around.

To help you make the decision about buying conversion optimization services, I didn’t choose some slouch conversion optimization agency spewing best practices. Jon MacDonald is the founder and President of conversion optimization agency called The Good. He has been doing this almost as long as I have. I have to tell you, I was surprised at how similar our two approaches are.

And Jon’s path is very similar to mine.

“If you’re not getting the traffic and engagement to even prove your product is sustainable, then you really shouldn’t be investing in optimizing.”

When you get back to the office…

I recommend that you get an understanding of how small increases in your conversion rate can affect your income.

Search for “Conversion Sciences Calculator” using your favorite search engine.

There you can enter your average monthly traffic, the number of conversions you get, and the value of a conversion — either the transaction order value or the value you’ve placed on a lead or subscriber.

If you aren’t sure, don’t worry. You can play “what if” with the numbers after entering your name and email.

It’s the first step toward understanding if your business is ready for conversion optimization. If you like what you see there, you can schedule a free conversion consultation on our website.

Now go science something.

Brian Massey
2 replies
  1. Ole Gregersen says:

    Hey Brian – yet another great podcast. I’m telling everybody in Denmark to check it out. I’ve been listening to this episode twice – which is rare – but since I’m a consultant myself, its very rewarding to hear how others work, even though is in the states, not in my small market.
    Goes without saying that my approach is also similar, though I struggle with getting clients to commit for more than short projects. I also enjoyed the “best practices are for beginners” quote. Though that is hardly true, there is a truth in it. I think it’s more a question of maturity in the website and in the organisation. Then again, best practice can be many things. Is Baymard Institute best practice? It is to me, yet 75% of all ecommerce website can learn from it, and they are not beginners.
    Look forward to your next show already.
    All the best from Copenhagen, Denmark

    • Brian Massey says:

      Thanks for the kind words, Ole. Glad you’re enjoying the show.

      Best practices are great for generating hypotheses. We’re not saying to ignore them. But you should back them up with research specific to the audience you serve.

      Resources like Baymard are great for changing the way people look at websites. Most designers and developers think visitors are logical. They usually are not. Things that are obvious to the developer are not to the visitor. Crazy people.

      Glad to have you as a listener!


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