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.
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:
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.
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:
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:
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.
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.
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.
KlientBoost.com 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.
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:
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.
{my_company}’s conversion rate optimization services will deliver the following results for {client_name}:
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
| $13,970 |
{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}:
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 |
To take advantage of this proposal and proceed with the project as outlined, {client_name}’s next steps must be to:
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.
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].