Adding CRO as a service to our UX agency

My partner and I created a UX design agency in the first weeks of the pandemic. Good timing right?

We’ve been providing UX/Ui design services such the creation of MVPs (Minimum Viable Products) mainly, landing pages that converts (hopefully hah, since we didn’t provide any CRO services that time).

Two months ago, we applied for a CXL scholarship and we’ve been learning together for 8 weeks now.

In this week, I was focusing on how can we implement the conversion optimization services into our business. To be honest, I don’t think we can offer it out of bat to big companies since we don’t have case studies and testimonials as a proof of what we do. So what we’ll need to work with is small businesses. For small businesses, A/B testing isn’t really necessary and it actually can be harmful because it’s meaningless when there’s no statistical significance.

So, what does small businesses benefit from Conversion optimization? is it really for them? can their businesses generate more revenue because of CRO even though they don’t have enough traffic for A/B tests.

The answer is yes. As I’ve learn from the CRO agency course by Peep Laja in the conversion optimization mini-degree, we can do heuristic analysis and qualitative research for small business. Not A/B testing though.

That actually make sense and because we already have an experience with usability evaluation and some technical analysis of websites, it fits well with our business and I actually have seen this as a perfect sweet spot between the knowledge and experience we have as design experts, and the need from businesses for this service.

We’ve been thinking about this website audit service and we’ll be included in it.

This is what we’ll include:

  • Technical analysis of the website dedicated for conversion
  • Site Walkthrough
  • Heuristic Analysis
  • Usability evaluation

I’m a front-end developer before becoming a designer and I have a soft heart for fast websites so I know how to evaluate and suggest solutions that can improve the website performance (sometimes dramatically, some websites are just overdoing it). So the technical analysis? well, we’re good to go for that. The implementation? well, we won’t be providing this.

“ A low hanging fruit” Peep Laja says. Most of the time, it is actually.

For the heuristic analysis, we already have some tips and best practices we’ve seen. We also learnt some formulas from the CXL institute conversion optimization mini-degree. Two of them are so well done, the LIFT Model: six factors to increase your conversion rate and thee MECLAB conversion optimization formula that looks scary like a physics equation (Physics isn’t scary, it landed us on the moon): C = 4m + 3v + 2(i — f) — 2a.

We’ve also gained a lot of great knowledge about how to create copy that converts. We believe that every designer should have the skill. It’s so impactful for businesses, yet, not a lot of designers have it. So we’ll add copy analysis and copywriting to the redesigned deliverable for our new CRO service.

Usability evaluation is something we're really familiar with. We’re still humble and trying to learn more about it. We’ve already created a productized service named as “UX Audit”. A not so creative name huh? but we suspended that service until we do the minidegree as we were hoping that we’ll create a much more impactful audit with the knowledge we get from the CXL institute minidegree. It’s true that I’ve mentioned it a lot in this post, but everything I’m saying is an honest to god perception of reality.

What’s next and what has been difficult in the conversion optimization mini-degree so far.

I have 2 problems that I need some career advice for them.

Problem 1 :Data is meaningless if there’s no or little traffic. So how can we apply what we’ve learnt? should we apply it on our own website? should we create a product so we can get traffic and then apply all the knowledge we got from the program? the problem here I don’t a website with lots of traffic and that may take a while, probably a lot of time.

It’s true that there’s a Google Analytics demo account for the Google Merchandise store, but I want something I setup myself from scratch and review it. It feels like one of these “If you don’t have experience, you won’t a client and you won’t have experience if you don’t get clients”. For web design, you can just create projects with whatever idea that pops in your head. In conversion optimization, it isn’t the same thing obviously. You need the real shit (excuse my french), the real world data, you can’t make up data and insights from data.

Problem 2 : is that conversion optimization is a service that works best for big companies. A small lift in conversion can be of a big to huge impact for them. For me as a beginner conversion optimizer, what can I do? I don’t have the expertise to offer big companies this service. The problem with small companies is that they’re small. A lift in conversion may be beneficial but is it enough to pay me good money for it? or even just enough money so I can keep playing the long term game and get bigger clients eventually.

The CRO agency course is good but what I wanted more is that Peep Laja would focus more on people who just starting out. I mean if you’re already taking a minidegree about CRO, you will graduate so to speak with a junior level (in conversion optimization) even you’ve been an expert in UX design. So targeting the big companies don’t actually apply to us just yet. To be fair, he mentioned that we need to aim for that and probably start with small businesses with some remarks here and there about small businesses. He also mentioned productization. That’s interesting and can be very beneficial for people starting out so what I would’ve prefered is for him to focus more on that with some examples.

More of the review of the CXL minidegree in the future 4 and final weeks.

I design high quality websites and apps that converts.