It’s difficult to juggle and boost conversion when social media especially is geared towards boosting visibility but does little to support CRO. Which is where industry professionals come in: both in the form of a CRO agency and freelancers who specialise in turning audience members into customers.
The challenge with having so many different marketing platforms available to businesses is that the goalposts keep moving. Social influencers and creators strive for high engagement and a high following, while traditional business models can receive a huge engagement but none of that really matters unless the social audience becomes paying customers.
Why is CRO Not As Easy as Businesses Think?
So many marketing outlets are geared towards creating great content and making that content as visible as possible. But visibility isn’t enough for businesses that operate a traditional model and sell via a website.
Sure, you can use social media selling tools to sell directly, but in order to boost the Conversion Rate of your website, you need to look beyond the quality of your social posts and marketing activity and consider the next step of the journey.
Unfortunately, this is where many businesses fall short. They leave their website as it is and simply pop a link to their site within their marketing – failing to nurture the user beyond clicking through to the site.
This culminates in a high bounce rate.
An agency, or freelance professional who deals with CRO, will renew the focus on the full journey and take a step back to consider the customer journey as a whole – not just carrying users to the website and dropping them there, but continuing to guide them through to purchase.
The Value of a CRO Freelance Professional
A freelance professional is typically a single individual who will deal with you directly, delivering frequent updates and a high level of communication. Freelancers are often flexible and, when you find the right match for your business, can become a reliable addition to your team who can pick up additional tasks with ease.
While the skill level of freelancers will vary hugely, when you find one who delivers work to a high quality, they can be extremely valuable. Because a freelancer typically specialises in a specific service or area of business growth, identifying a CRO freelance professional will infuse a layer of skill that you wouldn’t otherwise have within your team.
Why We Recommend a CRO Agency
Freelancers may be flexible, with tangible skills in specific areas of business growth, but they lack the broad perspective that you get with a CRO and digital agency.
Because Conversion Rate Optimisation is so heavily reliant on a wide angle look at the business, considering the different customer journeys and steps from discovery to marketing and finally the website journey, we tend to see the best strategies encompassing a wide range of different focus areas.
When you work with an agency, you benefit from the skills of and access to the graphic design team, marketing specialists, copywriters, and customer experience analysts. All of these different areas make up a truly sustainable CRO strategy – giving businesses a wealth of experience and the well-rounded approach that a freelancer may lack.
Because of this, working with an agency tends to offer more value – and unlocks the potential of additional services to support the initial CRO brief.
Boosting Your Business CRO
If you want to turn a high social following or great marketing strategy into paying customers and tangible business growth, then you need to work on your CRO plan.
Contact the Mitchell & Stones team to learn how we make CRO the heart of all our services and to discuss availability for your business.
