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Make your Business Case for Conversion Rate Optimization



Being confronted by the task of making a business case for the implementation of conversion rate optimization in your company can be daunting if your CEO is not familiar with CRO (or most things digital). However, we explore the steps you can take to make this exercise easier and to gain the sign-off you need for proceeding.

Keep it simple and concise

Be careful not to make your case using jargon your bosses will not understand. Rather keep the business case simple and short. In most cases, your reader will only glance at the many points, so making an extensive report would be counterproductive. More so, confine your report to an executive summary, a background section, a definition of the project, a statement of the business requirements, a conducting of an evaluation, an offering of a balanced option, a statement of the strategic alignment, and most of all, a declaration of the benefits. Also, give the correct conversion rate optimization. All this can be obvious to you; however, it should be set out as clearly and concisely as possible.

An example of how to define conversion rate optimization: conversion rate optimization encompasses the actions you take to optimize your website (and its various landing pages) so that visitors will take the actions you seek. In other words, you make sure that the user has the best possible experience so that they will want to convert and not jump off your website to another. If they move away, you probably lose a client, and you can’t afford this to happen in the face of tough competition.

The main elements of conversion rate optimization

Make it practical. Remember now – your boss may be smart but possibly not totally clued up on CRO. The process must therefore be facilitated for both him and you to navigate easily. In essence, CRO is a complex process and does not have a straightforward journey. Instead, there are various elements at play, each influencing the outcome. Let’s discuss the main elements you should take note of.

The benefits of conversion rate optimization

A good conversion rate optimization means a savings of both money and time. This also means growth for the business. As you understand your customer better, you can enhance your strategies to meet your goals. Nevertheless, as you are improving the functionality of your site, you are making it easier for the user to use – the knock-on effects are enhanced marketing return on investment and better user experience.

In essence, enhancing the CRO means improving the main elements affecting the functionality and user experience. These elements are, for instance, landing pages, the website copy (which includes the tone and style and using correct headline types), adding compelling call-to-action, having a clear and easy-to-follow site structure, adding forms to capture leads and the best page speeds for both desktop and mobile. Much of these will also relate to optimizing your SEO for a better ranking on search engines like Google.

Time to make your case

Clearly indicate the benefits of applying CRO. Remember to add in some examples, so it reads like a story. Your employer will understand it better and think about your words, so avoid jargon. In addition, what is useful after you have provided your well-presented business case study – is to add one or two case studies to support your proposal. Most will not read these case studies, but having them attached will strengthen your argument (well, it will impress them).

Time to wrap it up

Presenting a business case for conversion rate optimization is not that easy. You know the benefits of how the company can increase their sales and boost customer engagement and customer loyalty, but you need to translate this into simple and jargon-free words that the decision-makers will understand. Also, your presentation should be concise, but remember to be prepared to answer the odd question. Adding a case study can help since you can refer the decision-maker to a section of the study to prove your point. Once you can explain CRO in simple terms, you will notice an ‘a-ha’ moment amongst your audience. At that point, they will see increased profits, happy shareholders, and greater market share. You got this – go and present your best. If you need any additional information, we are here to help you. 


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