A lot of clients frequently ask us about the people aspect in digital technology and project delivery, especially in Conversion Rate Optimisation.
By now most business leaders have caught on to the fact that not much comes ‘out of the box’ and achieving ROI is hard, simply because tools are increasingly complicated to use, to implement or to integrate – even if they are part of the same brand family.
On top of that technical consulting resources are either costly or scarce and make CRO projects very expensive to run and to maintain.
It is even harder to train and retain staff. The ones that reach a high level of competency get either snapped up by the vendor or by a large enterprise’s digital team.
As a result of this many businesses have become dependent on external resources that drain the budget and consume the ROI – if there is any. Or they resort to a plan B because there is no money left.
But, there is a better way!
#1 First of all make sure you look after your team members who are chosen to run CRO and work with the technology.
Ensure they are trained and they understand the processes around CRO. You will need a cross functional team and every persons buy in as well as an internal executive sponsor who helps to ensure that CRO gets attention at executive and board level.
#2 Aim to create an environment where your team feels that they can handle the challenge.
Rather than a hero culture where only a select few, or external consultants, are up for the challenge. Small wins on an ongoing basis are more motivating and encouraging than a huge goal that feels intangible to most people on your team.
#3 Set yourself up to take considered small steps that produce results and wins and create an environment where CRO is ‘business as usual’.
Too many organisations are left with a plan B because they have either run out of money or they didn’t think about training and resourcing – or even worse – haven’t thought about internal processes and issues around risk mitigation (IT) and governance (legal).
#4 Consider that integrations and writing APIs [too early] takes time and costs money.
It can distract from doing basic A/B or MVT, which would easily eradicate your revenue leaks. Waiting is expensive too, especially if you have already bought the CRO tool.
#5 Integrating CRO tools with DMPs is a great idea in concept but…
Consider that you have to go through the same thought process as you did for CRO around why you do it, who is running it and what outcome do you want to achieve. On top of that, many businesses have a pile of CRM data they could use or simple retargeting would do the trick. I am not saying don’t get a DMP, just get the timing right.
#6 Most importantly make sure that you can work on an end-to-end experience, which is the heart of your business, your sales funnel.
It must be part of the CRO plan to increase your revenue. If you don’t know where you lose customers in this crucial process there is no point spending money on more software.
And…. Always remind yourself that CRO has to pay for itself!
Please contact me (Michaela) if you would like to know more or if you are interested in receiving a copy of the 5 level maturity model.
It can distract from doing basic A/B or MVT, which would easily eradicate your revenue leaks. Waiting is expensive too, especially if you have already bought the CRO tool.
#5 Integrating CRO tools with DMPs is a great idea in concept but…
Consider that you have to go through the same thought process as you did for CRO around why you do it, who is running it and what outcome do you want to achieve. On top of that, many businesses have a pile of CRM data they could use or simple retargeting would do the trick. I am not saying don’t get a DMP, just get the timing right.
#6 Most importantly make sure that you can work on an end-to-end experience, which is the heart of your business, your sales funnel.
It must be part of the CRO plan to increase your revenue. If you don’t know where you lose customers in this crucial process there is no point spending money on more software.
And…. Always remind yourself that CRO has to pay for itself!
Please contact me (Michaela) if you would like to know more or if you are interested in receiving a copy of the 5 level maturity model.