Do you need a conversion rate optimization consultant? Here is how to decide

Quick Answer: If your website gets traffic but struggles to convert visitors into customers, a CRO consultant might be the solution. They bring expertise to improve conversion rates, identify issues your team might miss, and deliver faster results.

Key Signs You Need Help:

• Falling Conversion Rates: High traffic, but few sign-ups or sales.
• No In-House Expertise: Your team lacks CRO skills or tools.
• Business Growth or Website Updates: Scaling or redesigning can expose conversion challenges.
• Slow Results: Current efforts aren't moving the needle on conversions.

Why Hire a CRO Consultant?

• Cost-Effective: External experts cost ~$120,000/year vs. $250,000+ for an in-house team.
• Faster Results: Consultants deliver insights in 30 days, compared to months of team training.
• Proven Outcomes: Agencies see 21% more success than in-house teams.

Aspect	In-House Team	External CRO Expert
Cost	$250,000+ annually	~$120,000 annually
Time to Results	3–6 months for training	Productivity within 30 days
Expertise	Limited to team experience	Cross-industry insights
Resources	Additional investment needed	Comprehensive toolkit included

Next Steps:

1. Assess Your Needs: Check if your team has CRO skills and tools.
2. Review Your Website: Identify issues like slow load times, poor navigation, or weak CTAs.
3. Hire the Right Consultant: Look for expertise in data analysis, A/B testing, and user behavior.

Even small improvements in conversion rates can lead to big revenue gains. Start by evaluating your current performance and decide if an expert could help you achieve faster results.

6 Signs You Need CRO Help

Your Conversion Rates Are Dropping

Falling conversion rates are a clear sign that it's time to focus on Conversion Rate Optimization (CRO). A smooth checkout process is crucial - about 87% of online shoppers abandon their carts if the process is too complex . Another red flag is high website traffic that doesn’t translate into conversions.

"If you write website copy for everyone, then it's for no one." – Luke Perry, CRO expert, Convertcart

Lots of Visitors But Few Sales

If you’re seeing plenty of visitors but not many sales, your website might have design or usability issues. Here are some common problem areas:

Issue	Target Benchmark	Potential Problem
Page Load Speed	Pages should load in 2 seconds or less	40% of users leave if it takes more than 3 seconds
Mobile Performance	60% of e-commerce happens on mobile devices	53% of mobile users abandon slow-loading pages
Site Navigation	Keep it simple and intuitive	40% of users leave if navigation is confusing
Search Functionality	Good search can improve conversions by up to 2.5×	Visitors may leave if they can’t find what they’re looking for

Spotting these issues can help you decide when it’s time to bring in CRO experts.

No CRO Skills on Your Team

Even if your website runs smoothly, a lack of CRO expertise on your team can hold you back. Without the right skills, improving conversions can feel like an uphill battle. For reference, the average U.S. conversion rate in 2021 was 2.8% overall and 5.2% for e-commerce . Achieving or surpassing these benchmarks often requires specialized knowledge.

"If your in-house team can't improve conversion rates over time or you've been facing a years-long plateau, it's time to look to an outside source. This doesn't necessarily mean your team is uneducated, but they may need a fresh perspective to break through." – David Ciccarelli, CEO Lake

Interestingly, businesses with more than 40 landing pages generate 12× more leads than those with just a handful . Bringing in experts can turn underperforming pages into powerful lead generators.

Check Your Current CRO Work

Review Your Team's CRO Knowledge

Take a close look at your team's expertise in Conversion Rate Optimization (CRO). Effective CRO relies on a mix of skills across different areas. Here's what to evaluate:

Skill Area	What to Look For	Impact on CRO
Technical Skills	Data analysis, A/B testing, development	Supports precise testing and execution
Design & UX	User research, empathy mapping, wireframing	Builds user-friendly experiences
Strategic Planning	Test prioritization, program management	Keeps optimization efforts on track
Soft Skills	Communication, stakeholder management	Secures team alignment and support

Your team should be curious, think critically, and know how to turn user behavior into actionable strategies. If there are big gaps in these skills, it might be worth bringing in outside experts.

Once you've reviewed your team's knowledge, it's time to look at your testing methods to identify more areas for improvement.

Check Your Testing Methods

Examine your current testing process to see if you're missing opportunities or need additional expertise.

• Technical Implementation
  Audit the technical side of your site by checking:
  • Page load times on various devices
  • Mobile responsiveness
  • Navigation flow
  • Broken links or error pages
• Data Collection Methods
  Ensure you're using tools like:
  • Heatmaps
  • Session recordings
  • Analytics dashboards
  • Multivariate testing

Also, keep an eye on key metrics to assess performance:

Metric Type	What to Monitor	Target Benchmark
Macro-conversions	Sales, sign-ups, major goals	Industry-specific baseline
Micro-conversions	Add-to-cart actions, page visits	Track improvement over time
User Engagement	Click-through rates, scroll depth	Compare against your historical data
Form Performance	Completion rates, abandonment	Match or exceed industry averages

Even when tests don't go as planned, they can still provide valuable insights for refining your strategy. If your team finds it hard to keep testing consistent or lacks the tools to gather detailed data, working with a CRO consultant could help bring the structure and expertise you need to level up your optimization efforts.

How To Work With a Conversion Rate Optimization Consultant

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When to Hire a CRO Consultant

Sometimes, your team’s expertise and testing methods might not be enough. Here are key moments when bringing in a CRO consultant can make a big difference.

During Business Growth

Growth often brings new challenges for conversions. Companies that are expanding quickly - like startups scaling up or businesses reaching major revenue milestones - can benefit from external CRO expertise. These consultants can help set up strong conversion systems and advanced strategies to handle the demands of scaling. Growth often reveals hidden issues that need to be addressed early on .

Before Product Launches

Launching a new product? This is a critical time to involve a CRO consultant. They can help ensure your product gets off to a strong start by setting up effective conversion strategies and testing systems. Take Bartesian, for example. Before launching their cocktail machine, they worked with a CRO consultant to improve pre-launch landing pages, refine messaging, and streamline the conversion process. The result? A smoother launch and better user feedback. Interestingly, agency-led optimization tests have a success rate of 33.3%, which is higher than the industry average .

During Website Updates

Updating your website? This is another key moment to call in a CRO consultant. Redesigns and updates can be tricky, and mistakes can be costly - like bounce rates jumping by 32% if page load times increase from one to three seconds . A CRO consultant can help with:

• Aligning design changes with user behavior
• Maintaining or improving site performance during updates
• Keeping effective elements while fixing weaker ones
• Using data-driven testing to guide decisions

With CRO tools and strategies delivering an average ROI of 223% , getting expert advice during website updates can be well worth it.

Pick the Right CRO Expert

Choosing the right CRO consultant can make a huge difference - top-performing sites convert at 5.31%, while the industry average lags at 2.35% .

Key Skills and Experience to Look For

A skilled CRO consultant needs both technical know-how and strong interpersonal abilities. They should be proficient with tools like Omniconvert, Google Analytics, and Hotjar and demonstrate expertise in these areas:

• Data analysis: They should be able to interpret complex data and derive actionable insights.
• A/B and multivariate testing: Experience in designing and running experiments is essential.
• UX knowledge: Understanding user behavior and design principles is critical.
• AI tools: Familiarity with AI-driven solutions for optimizing conversions.
• Industry expertise: They should know your market and audience.

"Being able to empathize with the customer is a quality of a CRO. This is mostly seen in JTBD interviews, being able to understand their fears and anxiety, read meaning into what they're saying and bodily cues too." - Anwar, Conversion Rate Expert, Invesp

Once you confirm their skills, dig deeper into their approach by asking targeted questions.

Questions to Ask Before You Hire

When interviewing CRO consultants, focus on uncovering their methods and real-world experience. Here are some areas to explore:

Category	What to Ask
Methodology	How do they approach research, testing, and optimization?
Resource Needs	What team involvement or extra costs are required?
Mobile Strategy	How do they optimize for mobile users?
Success Metrics	How do they define and measure project success?
Past Challenges	What tough projects have they tackled, and how?

Check Their Track Record

After the interview, review their previous work to confirm their expertise. For example, Apexure helped a UK-based tax rebate company increase its conversion rate from 4.33% to 6.09% through focused landing page optimization and A/B testing .

When evaluating past results:

• Request case studies: Look for detailed examples with measurable outcomes.
• Seek testimonials: Client reviews and direct references can validate their work.
• Check industry experience: Ensure they’ve worked in your sector.

"CRO specialists have access to a lot of tools that provide quantitative data. What separates the specialist from the not-so-good ones is how much they're able to drill down into the data to understand behavior i.e., their analytical skills." - Isabela, Conversion Rate Expert, Invesp

Next Steps

Before You Decide

Before bringing in a CRO consultant, take a moment to evaluate these key areas:

Assessment Area	Questions to Consider
Performance Metrics	Are your conversion rates falling short of industry standards?
Internal Resources	Does your team have the skills to handle data analysis and testing?
Budget Allocation	Is your ROAS underperforming despite solid traffic numbers?
Technical Readiness	Do you have the tools and infrastructure to support changes?

This evaluation helps determine whether immediate action is necessary or if your team can address some gaps internally for now. A comprehensive CRO audit can also give you a clear picture of your current performance, helping you develop data-backed hypotheses and get the most out of any consultant you hire .

If your analysis uncovers weaknesses, consider starting with these focused strategies to address them.

Taking Action

Use your evaluation as a springboard to implement practical steps for improving conversions:

• Refine Website Basics
  Speed matters. Reducing page load times by even one second can lead to more conversions . Make sure your site's design aligns with your brand while offering a seamless user experience.
• Focus on High-Impact Changes
  Tackle areas that directly influence conversions. Simplify sign-up processes, emphasize clear CTAs, create engaging content, and use pop-ups strategically .
• Track and Document Progress
  Keep a detailed record of all optimization efforts. This will provide valuable insights for future CRO initiatives and help consultants hit the ground running.