CRO: Optimise your website for conversions
CRO, or conversion rate optimisation, is the systematic process of improving your website or app to increase the percentage of visitors who complete a desired action – a conversion. This could be anything from making a purchase, signing up for a newsletter, downloading a resource, or requesting a quote.
Essentially, CRO is about making your website work smarter, not harder, to achieve your business goals.
What to look for in a CRO freelancer
A skilled CRO freelancer combines analytical thinking with a user-centric approach. Look for individuals with a proven track record of delivering measurable results. Check their portfolio for case studies demonstrating successful CRO projects, and pay attention to their communication skills – they should be able to clearly explain their methodology and findings.
Key skills and experience
- Strong analytical skills and experience with data analysis tools (e.g., Google Analytics, Mixpanel)
- An understanding of user experience (UX) principles and best practices
- Proficiency in A/B testing and multivariate testing
- Familiarity with heatmapping and user session recording tools
- Knowledge of various CRO methodologies and frameworks
Main expertise areas within CRO
CRO encompasses a range of specialisations. Consider your specific needs when hiring. Key areas of expertise include:
- A/B testing and multivariate testing: Designing and running experiments to identify the most effective variations of website elements.
- Landing page optimisation: Improving the performance of specific landing pages to increase conversions.
- User experience (UX) analysis: Identifying and addressing usability issues that hinder conversions.
- Analytics and data interpretation: Analysing website data to identify areas for improvement and track the impact of CRO efforts.
- Copywriting and content optimisation: Crafting compelling copy that persuades visitors to convert.
Relevant interview questions
Here are some questions to help you assess a CRO freelancer's expertise:
- Describe your CRO process, from initial analysis to implementation.
- Tell me about a successful CRO project you've worked on. What were the challenges and how did you overcome them?
- What are your preferred A/B testing tools and why?
- How do you measure the success of a CRO campaign?
- How do you stay up-to-date with the latest CRO trends and best practices?
Tips for shortlisting candidates
When shortlisting, prioritise freelancers who:
- Demonstrate a clear understanding of your business goals and target audience.
- Provide specific examples of their CRO successes, backed by data.
- Communicate effectively and are responsive to your inquiries.
- Possess a strong understanding of your industry or niche.
Potential red flags to watch out for
Be wary of freelancers who:
- Promise unrealistic results or guaranteed conversion rate increases.
- Lack a clear methodology or rely on guesswork rather than data-driven insights.
- Have a portfolio with limited or no demonstrable results.
- Are unable to articulate their CRO process clearly.
Typical complementary skills
CRO often works well in conjunction with skills such as:
- SEO (search engine optimisation)
- PPC (pay-per-click advertising)
- Content marketing
- UX/UI design
Benefits of hiring a CRO freelancer
By hiring a skilled CRO freelancer, you can:
- Increase website conversions and revenue.
- Improve user experience and customer satisfaction.
- Gain valuable data-driven insights into user behaviour.
- Optimise your marketing spend and improve ROI.
- Stay ahead of the competition and adapt to changing market trends.
Investing in CRO is investing in the growth of your business. A skilled freelancer can help you unlock the full potential of your website and achieve your business objectives.
