Five Questions that Smart Conversion Optimization Consultants Should Ask

Conversion optimization consultants need to be two things:  1) smart and 2) curious. In order to optimize website for more conversions, a consultant doesn’t just make changes. Instead, the consultant asks questions. If you are a conversion optimization consultant or want to do some CRO work on your own website, ask these questions. 1.  Who’s the audience? CRO is a small part of the huge industry of marketing. There is a lot of overlap in field of digital marketing. If there’s one thing that holds this unwieldy field of marketing together it’s this:  audience understanding. In order to be successful at marketing, the marketer must know their audience. Marketers accomplish nothing meaningful without first identifying their audience. The conversion optimization expert can “fix” a website’s conversion problems only if he or she understands the audience. The illustration from Moz below shows how the field of digital marketing understands itself in all its overlapping glory: 2.  What’s the value of the product or service? According to CRO big dog Oli Gardner, a “winning landing page” has five elements: