In our earlier post about findings from the Kampyle CRO survey, we highlighted the disconnect between what respondents say about conversion rate optimization – that it is the most important marketing methodology today—and what they actually do: very little testing and optimization.
When we started to explore why this is so, it took about 5 seconds flat to start bumping up against resource limitations.
As an interdisciplinary and iterative process, CRO is tough to do well on a shoestring. Teams are generally led by marketing but depend on help from analytics departments, customer service and support, UX and designers, IT developers, copywriters and marketing writers. And that does not even begin to get into solutions for analytics, heatmapping, click-tracking, split and multivariate testing, funnel analysis and more.
All this leaves in-house CRO advocates in a classic chicken-or-egg bind: Without resources, how can they generate enough CRO wins to demonstrate that it is worth investing in conversion optimization?
Unless your organization is willing to dedicate resources to a CRO trial, the only answer is to bootstrap small successes into successively bigger wins that can’t be ignored. For better or worse, most companies’ digital processes and properties present many issues and problems that a single marketing professional, in just a fraction of her working hours can identify and improve.
So take a good hard look at your company’s website sales funnels, self-service options and other digital processes.
- Apply general knowledge of your business and dive deep into customer feedback to identify issues and hypotheses likely to yield fruit.
- Keep detailed records of hypotheses and results for every test.
- Document time and resources invested in optimization efforts and impact on KPIs.
- Calculate return on investment. Project the expected increase in annual KPIs from optimizing your funnel and divide by the cost of the CRO activity.
- Communicate significant results to business stakeholders to pique their interest and set off a virtuous cycle of encouragement and investment in skilled IT and creative personnel (or at least person-hours) dedicated to CRO initiatives.
To learn more about how to ramp up your CRO success, download the free Kampyle CRO Survey E-Book now!