The CRO Proposal Template That Turns Reluctant Clients Around

What's in This Template?

  • The ideal proposal structure to get you noticed and shows your value
  • Persuasive example content that shows how to communicate pain points and tie them to company goals
  • The persuasive pricing framework used by top agencies
  • And more!

What makes a good CRO Proposal?

Conversion Rate Optimization is an incredibly important service in the digital marketplace.

It’s also poorly understood. If you tell a client that they really need to work on their CRO, they’ll probably nod thoughtfully, send you away, do a Google search, and wonder why you’re so nuts about Croatia.

A winning CRO proposal doesn’t just promote your agency’s services. It promotes CRO itself.

Besides that, the proposal must lay out your process, terms, and client benefits in language simple enough that Dilbert’s manager could wrap his pointy head around it.

If that sounds daunting, don’t worry—stay with us through the end, and you’ll find a CRO Proposal Template that will make the whole proposal process easy and fast.

The Principle Features of a CRO Proposal

Of course, you won’t know what specific CRO action you need to take until you get hired and have access. But you can present the client with attractively packaged explanations of what Conversion Rate Optimization is and how your agency does it.

You’ll also want to note how hiring you will make the client wildly successful.

To accomplish all of that, your proposal should include:

  • Introduction to CRO - The client team you’re working with might understand CRO intimately. But there’s a good chance some administrator in the approval chain does not. In simple terms, describe what CRO is and how it can improve the business.
  • Goal - What conversion rate are you aiming to achieve? How will it be measured?
  • Plan - What is your agency’s process? This usually consists of an initial audit, access, and action/reporting.
  • Access Required - Any tools or personnel on the client side you will need access to: FTP, analytics, etc.
  • Budget and Fees - The cost of your services, preferably packaged in an easy-to-swallow "bundled pricing" layout.
  • Legal / Terms and Conditions - Any language in the proposal that might be ambiguous should be fully clarified here. Also any legal qualifications.

As you’re addressing each of these elements, remember to always focus on the client benefit. The ultimate goal of CRO is to get more visitors into the sales funnel, so clearly articulate how each piece of the process contributes to that goal.

Questions To Ask the Client Before Writing a CRO Proposal

There’s some critical information you’ll need to get from the client before you can even begin with a proposal.

Success is rated differently in different industries, so you need a good understanding of how the client sees success, and how well they understand their current sales funnel. Reaching a mutual agreement of what success looks like and how it’s measured is essential for a happy business relationship.

Here are a few things you’ll want to find out from the client:

  • What is the current conversion rate, and how is it measured?
  • What is the definition of conversion: online sale, phone call, filling out web form, etc.? What is it the client is ultimately trying to get visitors to do?
  • What is the industry average conversion rate? Alternately, what are the conversion rates of some competitors?
  • What tools does the client use to build, run, and analyze the website?
  • What client-side personnel must your agency communicate with to work effectively?

What NOT To Do When Writing A Conversion Rate Optimization Proposal

Clear communication and focus on client benefit are the hallmarks of a successful CRO proposal. Here are a few mistakes that can really get in the way of those goals:

Reliance on Tech Talk

Conversion Rate Optimization? A lot of managers don’t even know what a ‘conversion’ is.

Terms like ‘split testing’, ‘bounce rate’, and ‘test hypothesis’ are useful shorthand when you’re talking with somebody who knows the language. But for a web marketing novice, it’s jargon.

Take great care when using CRO terminology. Make sure you’ve boiled down and identified the concept previously in the proposal.

If there’s any way you can reference a concept without any jargon at all, do it.

Focus on CRO Markers Rather Than Business Goals

All of your efforts are geared towards getting site visitors to click a button. Or fill out a form. Or call a phone number.

Except they’re not.

Your focus should be on getting sales for the client. Improving conversion is the How, not the Why.

For any action you describe, note how it will promote the business goal of getting more sales.

Not Guiding the Client Through Your Process

The client needs a basic understanding of what it is you’re proposing to do.

Of course, you shouldn’t get overly technical. But CRO is a mysterious field to many, and some clients might think you’re selling them on something unnecessary.

It’s your job to walk them through what you intend to do, from initial audit to end-of-contract web funnel design. Make them comfortable with it, and show them the incredible benefits that CRO offers.

Additional Resources has an article that is more about the CRO process itself than proposal writing. But it talks a lot about keeping the focus on business goals.

Angela Stringfellow has a blog post on Unbounce that’s all about demonstrating the value of CRO to clients who don’t know what you’re talking about.

Start with these resources, and you’re well on your way to crafting CRO proposals that will win over the most CRO-illiterate clients.

Preview: CRO Proposal Template

CRO Proposal Template Cover Image

{client_name}’s Needs

Clients Needs

In today’s competitive market, {client_name} needs to use smart strategies to make the most of its website traffic and limited budget. The right conversion rate optimization services will help:

  • Turn more of {client_name}'s website traffic into leads and paying customers
  • Make decisions to increase {client_name}’s conversions based on data and strategic testing instead of unfounded assumptions
  • Create long-term, systematic improvements to {client_name}’s conversion rate for months and years to come

If {client_name} doesn’t invest in a conversion rate optimization solution tailored to fit its needs, it risks losing customers and traction to savvy competitors. A low conversion rate strains {client_name}’s limited budget because it forces {client_name} to spend unnecessary time and money generating more traffic to make up for inefficiencies.

Delivering Results

{my_company}’s conversion rate optimization services will deliver the following results for {client_name}:

  • Increased return on investment on paid and search traffic – Taking your current conversion rate and traffic levels into account, just a 2% increase in conversion rate will get you an average of 70 more customers per month. That increase can also make paid traffic campaigns profitable where they wouldn’t have been before, and it will allow you to spend 3 times as much on ads to rapidly scale your business. You’ll continue to see these benefits for months and years to come.
  • Increased conversions across the board – Building a reliable pipeline of leads and customers is the best way to ensure sustainable business growth. We’ll implement strategies that get you more leads and customers at every stage in your marketing funnel. Our plan both fills your funnel and guides people towards the bottom of it.
  • Developed and implemented a conversion rate optimization plan – A lot of businesses know they need to improve their conversion rates, but they don’t have a clue where to start. We’ll develop a comprehensive plan for you that balances short-term wins with long-term growth. Then we’ll execute this plan while you focus on the other areas of your business.

Our Comprehensive Conversion Solution

To meet {client_name}’s needs, as outlined above, we recommend the following services as part of this project:

Comprehensive Conversion Analysis

{my_company} will use analytics data to assess what {client_name} is doing well, which areas are underperforming, and why. {my_company} will combine this data-driven approach with qualitative research and surveys from {client_name} leads who didn’t convert into customers for even more insight.

Development and Implementation of Conversion Rate Optimization Plan

Based on its initial conversion assessment, {my_company} will develop strategies to optimize {client_name}’s conversion rate. {my_company} will outline these strategies in a meeting with {client_name}’s team. Then, after answering any questions and with {client_name}’s approval, {my_company} will execute the conversion rate optimization plan for {client_name}.

Ongoing Testing and Improvement of Conversion Rate Optimization Plan

{my_company} will design and implement a series of A/B and multivariate tests to continuously optimize {client_name}’s conversion rate over a six-month period after the launch of the conversion rate optimization plan. Insights from these tests will allow {client_name} to make strategic conversion decisions based on numerical evidence instead of intuition.

Conversion Rate Optimization and Increased Profitability Solution
  • Comprehensive conversion rate analysis – We’ll use a combined numerical and qualitative approach to assess your current conversion performance. This assessment will give us insight into which aspects of your business are converting well and which can be improved.
  • Conversion rate optimization plan development – We'll use the insights we gather from our initial conversion analysis to design a conversion plan personalized to suit your needs. This plan will detail systematic actions we can take to make short-term and long-term conversion improvements; we’ll deliver this plan to you at a strategy session with your marketing team.
  • Conversion rate optimization plan execution – After we have your approval on our proposed conversion optimization plan, our team will put the plan into action for you. We’ll continue to improve this plan for six months following implementation through a series of A/B and multivariate tests to squeeze even more conversions out of your traffic. You will have the option to extend plan management and optimization for additional six-month periods.

Why Choose {my_company}?

Why Choose Company

{client_name} wants to excel in every aspect of its business, but it can’t afford to waste time and resources chasing down leads and customers. That’s why you want a company like {my_company} to help streamline your website into a more effective conversion platform. Our expertise, resources, and deep commitment to our craft make us the ideal choice to meet {client_name}’s conversion needs. We’ll bring the following strengths to the table in our work with {client_name}:

  • {my_company} improves end-to-end conversion rates – A lot of conversion rate optimization agencies focus only on turning leads into buyers. Our team believes this is a limited way to look at conversions. Our strategies focus on improving end-to-end conversion rates; we help you get more leads, customers, referrals, and make your relationship with existing customers even more profitable.
  • {my_company} incorporates qualitative lead research – We use data to identify the areas in which you’re underperforming, and we conduct qualitative research for insight into why that’s happening. This hybrid approach helps us make better hypotheses and tests, and allows us to improve your conversion rates faster and more effectively.
  • {my_company}’s team includes designers, engineers, and CRO experts – Conversion rate optimization is part science and part art. Our team leverages artistic and numerical talents to deliver the perfect combination of aesthetics and effectiveness. You get the best of both worlds: a beautiful, easy to use website focused on turning visitors into leads and customers.

Project Timeline

Should {client_name} choose {my_company} to execute this solution as proposed, our timeline for this project is as follows:

Phase Activities Completion
Discovery Data-driven and qualitative analysis of {client_name}’s current conversion performance and analysis of potential areas for improvement. 07/31/XX
CRO Plan Development Development of a comprehensive conversion rate optimization plan to improve {client_name}’s end-to-end conversions; delivery of plan to {client_name}’s team. 08/31/XX
CRO Plan Implementation and Testing Implementation of conversion rate optimization plan; six months of strategic A/B and multivariate testing to continually improve conversions. {client_name} has the option to extend testing and optimization services for additional six-month periods. 02/28/XX

Next Steps

To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:

  • Accept the proposal as-is
  • Discuss desired changes with {my_company}
  • Finalize and sign the contract
  • Submit an initial payment of 50 percent of total project fee

Once completed, {my_company} will contact {client_name} to schedule a project launch meeting to make introductions and gather information before beginning the work.

We’re happy to make changes to project scope on {client_name}’s request at any time, but may be subject to additional billing.

Terms and Conditions

Once project fee is paid in full to {my_company}, any elements of text, graphics, photos, contents, trademarks, or other artwork furnished to {client_name} for inclusion in website are owned by {client_name}.

{my_company} assumes {client_name} has permission from the rightful owner to use any code, scripts, data, and reports are provided by {client_name} for inclusion in its materials, and will hold harmless, protect, and defend {my_company} from any claim or suit arising from the use of such work.

{my_company} retains the right to display graphics and other web content elements as examples of their work in their portfolio and as content features in other projects.

This agreement becomes effective only when signed by agents of {client_name} and {my_company}. Regardless of the place of signing of this agreement, {client_name} agrees that for purposes of venue, this contract was entered into in [STATE] and any dispute will be litigated or arbitrated in [STATE].