Building a Conversion Optimization Team For Success!

Don’t Run CRO Techniques On the Fly – Create a Team, Strategize and Deploy – Eight out of 10 marketers find it very or somewhat challenging to perform conversion optimization or CRO effectively.

According to a survey done by Transaction Agency, CRO entails a complete and detailed understanding of several key components to get it right and start seeing actual results.

Testing cosmetic edits on your portal to identify the best-performing content that improves conversions is a great starting point. Besides, having access to CRO tools and technologies alone will not give you success.

If you want to drive serious lead generation from your portal, you need a multi-skilled team to formulate solid CRO strategies and execute them to accomplish greater ROI.

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Why Do You Need a Dedicated Conversion Optimization Team?

Since the CRO process is very methodical and resource-oriented, you need to ensure that you have a well-equipped team with diverse skill sets to drive the desired results.

Many companies lag behind without a structured approach to optimization underpinned by clear and defined metrics.

Almost two-thirds of 63% of companies in a survey state that they do not have a well-defined conversion optimization strategy in place.

The implementation of a structured and effective CRO strategy begins with an essential element – the team you build to oversee the optimization efforts. Having a dedicated CRO team in place whether in-house, outsourced or in a hybrid model, will ensure to lay a solid foundation with the potential to transform business.

Building an Ideal CRO Team to Improve Portal Performance

A conversion optimization project requires a strong alliance of people with distinct skill sets in the team who can apply their niche expertise to specific spheres of action.

Here are the necessary skillsets the team should possess to deliver results:

UX Specialist – A user experience or UX specialist is the one that comes up with creative changes in the portal according to the audiences’ needs and expectations.
Digital Analyst – The job of the analyst comprises digging deeper into the website’s overall performance, spotting trends, and providing inputs to the UX specialist to implement changes. The analyst also captures and tracks the performance of the changes.
Qualitative Research Analyst – While the digital analyst possesses the number-crunching skills to identify what is going wrong in the portal, the qualitative research analysts intervene to find the reason behind what is wrong in the portal. They employ tools such as surveys, the voice of the customer, user testing, etc. to qualitatively evaluate website performance.
Statistician – Conversion optimization efforts should involve thorough user research on the portal to determine its usability and alignment with your audience goals. The statistician tabulates all user responses to arrive at conclusions.
Web Developer – The web developer develops, tests, and deploys all the necessary functionalities in the portal.
Usability Experts –These experts come up with a conversion optimization guide and hypothesis to boost portal usability.
Copywriter – A copywriter is essential to make necessary content changes in the sections of the web pages and drive performance.
Psychologists – They play a pivotal role in ensuring that the hypothesis and strategies formulated are backed by evidence and clear insights after analyzing user behavior and how they interact with the website.
Functional Experts – The distinct platforms you may have to manage pieces of your website including CMS, analysis tools, testing systems, etc. require people with requisite skill sets to take responsibility for those systems in line with the conversion techniques.

One of our clients wanted to measure customer satisfaction as part of conversion optimization. We deployed a special CRO task force with the above skillsets to administer a survey. The psychologist was in charge of finding influential variables that would impact CSAT, our digital and qualitative analysts drafted highly relevant questions and handed over the response to the statistician.

The statistician analyzed the responses and found improvement areas which were then communicated to the UX designers, web developers, and CMS executives. Once the changes were implemented, another CSAT survey was rolled out to track performance and it was discovered that over 94% of visitors were happy about the changes.

CRO is not a one-man job or a one-time event. It requires special skills and continuous efforts that can only be made possible with a specialized team. The above list of skillsets is by no means, a definite one. You may re-organize, augment, minimize or hire on a contract basis as per the project needs and requirements.

Partner with Conversion Optimization Specialists

If you don’t have the necessary resources in-house or think it may be challenging to put together a dedicated team, you can opt for professional conversion optimization consultants who already have the required expertise and skillset to implement the right CRO strategies.

They can help you put together the perfect CRO team, fill the gaps in your current CRO initiatives with specialized skills and a fresh perspective that can make a difference.

Do you have a team with such diverse skillsets to drive conversions? What do you think are the essential components of a successful CRO project?

We’d be delighted to know your thoughts. Write to us at marketingfolks@xerago.com.