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Chapter 10  Change management

Q. How do you help companies build a business case for returns from CRO?

Karl Blanks, Conversion Rate Expert:

 It’s easy, we explain that CRO allows com-

panies to generate more revenue without spending more on advertising. It’s about 

getting a higher return from the existing ad spend. Unlike certain industries like public 

relations, the entire foundation of CRO is based on data, measurement and testing. 

You don’t need to present arguments when the data can do the talking for you. Once 

you measure the value of visitors, conversions and sales, then it’s simple arithmetic to 

show how, say, a 10% boost in conversions would help the bottom line.

Here’s another powerful  side-  benefit: when you optimise your funnel and bring in 

more revenues, you then have earned a luxury: you get to decide whether to pocket 

those profits or plough them back into even more advertising, thus distancing yourself 

even further from your competitors. It’s a nice problem to have.