The agencies I talk to usually fall into a mixture of two camps:
Either way, their client will be understandably annoyed, getting grumpy from feeling that their time and money is being drained without clear results.
Skip collecting yet more marketing tools
These SaaS companies do a great job at persuading us that their tool holds the key, if only we’d pay them $_/month.
But, you probably have enough on your plate. There's no time to master another bunch of software that might not actually help or to spend 100 hours learning to navigate Google Analytics. Because even if it did generate a heat map or some other fancy output...it’s usually unclear how to actually make that information useful.
Instead, agencies I talk to need one person who can come in and tie all the pieces together. Someone to leave the client happy knowing their money was well spent.
Revealing and improving results
I offer a whitelabel CRO service to Bristol agencies running paid ads for clients. This comes in four main parts
Detection - making sure every purchase or enquiry is measured, along with partial goals such as whether visitors actually read the whole blog post.
Attribution - giving credit where credit is due, even if they switched from phone to desktop or took a month to purchase.
Technical - spotting anomalies in the data of where website behaviour/design is causing people to abandon their purchase.
Psychological - finding the fuzzier issues, such as not hitting visitor motivations or addressing their concerns and feeding that into the copy
Setup - using a suitable service to prep the test, running it in line with your ongoing PPC campaigns.
Analysis - crunching the numbers to ensure we're not reporting on flukes wins or bad data.
Test results - outlining the lessons learnt from each test and which can be more widely applied, all in client-friendly language.
General reports - relaying and automating the results from existing campaigns and the conversion performance of each.
Are you sending traffic to an underperforming landing page? I can perform a mini-audit that will check for obvious issues. This will include an assessment of:
[SPOILER: the issue's usually that the copy is bad. Just saying...]