Above all, CRO requires an analytical mindset; it is necessary to be able to look at the data you have acquired and interpret what it is showing in relation to the rate at which customers/users convert on a site. Other core skills that are more important in this profession as opposed to other analytical roles include project management, collaboration and communication. Conversion rate optimisation requires the employee to work with other members of the team from Analytics, Marketing, Design and Development/IT. Therefore, they need to be able to project manage an end to end campaign at all stages as it flows through these various departments. As a result, they must also be able to collaborate with stakeholders from various backgrounds, amounts of experience, and levels of understanding – meaning communication skills are also pivotal.
A core part of the day to day responsibilities of conversion rate optimisation is conducting testing to find tangible, relevant insight in order to establish continuous improvements to the current system. These tests come in a variety of forms but include; UAT (User Acceptance Testing), MVT (Multivariate Testing) and A/B testing. Other areas they are often involved with include UR (User Research), UX (User Experience), content creation and analytics.
The rise of e-commerce has meant that there are now specialist agencies dedicated solely to CRO, servicing some of the biggest digital clients in the UK with their expertise. Even a small percentage increase can reap huge rewards given the sheer size of the reach that these businesses have, so the demand for this service is growing rapidly. E-commerce businesses are the most likely to have an in-house team focused on conversion rate optimisation, but whether it is a direct-transaction or lead-generation-based business model, CRO can benefit almost any team.
Software’s often used in CRO include: Google Analytics, Google Tag Manager, Optimizely, VWO, Abode Test and Target, HubSpot, Oracle Fatwire, Teamsite, IBM Mainframe, IBM Coremetrics, Maxymiser, SessionCam, Full Story, Bazaarvoice, PowerReviews, Lotus Notes, TrustPilot Business Hub, HP’s Visual Testing / Optimost, CrazyEgg, and Webtrends.