CRO Agency

How to Choose the Best CRO Agency in 2021?

November 02, 2021

As there are so many conversion rate optimization (CRO) tools available today, it’s easy to think that anyone can pick up the latest software and transform their business. The right tools in the wrong hands can cause all sorts of damage, and running a successful CRO strategy requires more than a bit of software.

In reality, conversion rate optimisation is more complex than the software providers tell you, and achieving things like statistical significance can be a real challenge (without it, your tests are useless).

CRO agencies exist to handle the technical aspects of conversion rate optimization, so you can focus on what you do best while your business converts more traffic into solid leads and paying customers.

We explore the best CRO and landing page optimization agencies in the UK in this article, so you can make the most of your existing traffic.

Conversion Rate Experts

Conversion Rate Experts is one of the most experienced and trusted conversion optimization companies in the UK. With offices in London’s Regent Street, New York’s Park Avenue, and Hawkesyard Hall in Staffordshire, it boasts almost as impressive a list of real estate as its clients.

In addition, this is the only agency on our list to have won the Queen’s Award for Enterprise for innovation – specifically for codifying the scientific methodology that companies like Google, Facebook, and Apple now utilize to improve websites.

Conversion Rate Experts, as you might have guessed by now, is a CRO agency specializing in high-end brands. The company emphasizes that it only works with companies generating over $250,000.

cro agency what is it
cro agency what is it

PRWD: Data-driven CRO for large businesses

We are a Manchester-based digital agency that specializes in conversion rate optimisation, user research, user-centered design, and all things data. CRO tests and design changes that have a positive impact on conversion rate optimization require all of those things.

The PRWD Company is a relative old name in this industry, having been founded all the way back in 2004 but founder Paul Rouke was quick to recognize the importance of optimising websites.

Optimizely utilizes enterprise CRO platforms, including Optimizely, VWO, AB Tasty, Adobe Target, and Qubit, to test and implement design changes that will convert more traffic into leads.

Currently, PRWD is one of the top CRO agencies in the UK, mostly dealing with large enterprises, however it’s certainly more approachable than Conversion Rate Experts for startups with financial backing and ventures with lots of potential.

Conversion: A CRO focused on rapid business growth

It was one of the first conversion optimisation agencies that focused exclusively on optimising web pages for better results. While it is a modern CRO agency, it was one of the original “pure” conversion optimisation agencies. As one of the fastest-growing tech companies in the UK, Conversion was named a Deloitte Fast 50 winner in 2015, recognizing it as one of the fastest-growing CRO agencies founded in 2007 by Stephen Pavlovich.

To put it another way, conversion is all about growth. This is one agency that scales its own business by scaling the growth of others, and that is pretty much what you want from your CRO agency.

The other great aspect of Conversion’s rapid growth model is that it is willing and able to work with SMEs and help they reach that all-important next level.

Freshegg: User-centred conversion optimisation

While Freshegg may sound like a young startup, it is one of the UK’s oldest CRO agencies (founded in 2000), and it continues to win awards. Freshegg’s ethos is focused on the customer experience when it comes to conversion optimization, which is why it works with some of the biggest B2C brands around, including Helly Hansen, John Lewis, and Bacardi.

In addition to working with B2B brands, Freshegg also works with public services like the NHS and the Open University, winning awards all over the place.

How Is Conversion Rate Optimization Done? 

Marketers use a variety of CRO strategies. The LIFT model, A/B testing, and multivariate testing are some of these strategies.

Let’s take a look at how each of these strategies works.

A/B testing 

The A/B testing method involves testing variables against each other to determine which is the most effective.

Marketers create landing pages with discounts and ones with free shipping to determine which one to use. These two pages are tested against one another to see which one consumers respond to better.

CRO must conduct A/B testing in order to identify which strategies work and which don’t. By doing so, businesses are able to improve their conversion rate optimization strategies. Don’t think A/B testing is essential? More than 77% of marketers use A/B testing on websites to increase conversion rates.

Performing Multivariate testing 

A/B testing and multivariate testing are similar. Contrary to A/B testing, which tests entire pages against one another, multivariate testing tests smaller sections of a page.

For example, marketers can test the performance of two headlines on one page to determine which one will drive the highest conversion rate. A professional can do this while evaluating two different headlines for a second page. In addition, they can test the entire two pages with their headlines against each other.

As with A/B testing, this approach is crucial to ensuring even the smallest elements are converting at a high rate.

The LIFT Model 

A popular CRO framework is the LIFT model. Test your landing pages through the eyes of your web visitors with this framework, which reveals 6 vital conversion factors.

An A/B test using the LIFT model and a multivariate test using its theory. Marketers can conduct a hypothesis using the LIFT model and then test their hypotheses using A/B and multivariate testing.

In the LIFT model, there are six conversion factors:

  1. Value proposition:There is the potential for CRO. How great is your value proposition for your target audience?
  2. Relevance:Does your landing page address the needs of your website visitors?
  3. Clarity: Is your call to action and value proposition clearly defined on your landing page?
  4. Urgency:Do your visitors feel like they have to act immediately?
  5. Anxiety: How stressed are your website visitors about taking action?
  6. Distractions:Do your landing pages contain any elements that may steer visitors away from your desired action?
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