What is a Freelance CRO Specialist?

CRO or ‘Conversion Rate Optimisation’ is all about increasing the percentage of users who perform a desired action on your site. That action could be booking a demo, clicking ‘add to cart’, filling out a form, purchasing a product, and so on. At a human level, CRO is all about understanding what drives users to buy something or what stops them from clicking a link. It’s all about reducing friction in the user journey.

A Freelance CRO is the specialist spearheading your company’s CRO approach. They’re in charge of developing and overseeing a strategy from start to finish. This can vary from user research to test implementation to result analysis to iteration. Freelance CROs use data to create a seamless customer experience that encourages action and ultimately leads to a higher conversion rate. 

Why hire a Freelance CRO Specialist?

How many times a week does your boss ask about conversion rates? If you just thought ‘all the time’, we’re not surprised. Conversion rates are one of the most important metrics in business today. It increases revenue per visitor, decreases customer acquisition costs, and provides more opportunity to gain and retain customers. 

Kind of a big deal. So, wouldn’t you want to have someone on your team who specialises in bringing that conversion rate up? Sounds like a no-brainer. 

A Freelance CRO is highly-skilled and analytical. They’re comfortable running extensive A/B tests based on user research, looking at the results, and iterating on those results to drive more conversions. Freelance CROs will only add value to your team. Their specialised skills directly impact your company’s bottom line and they can create more opportunities for your company to grow and flourish. 

What does a Freelance CRO Specialist do?

Freelance CROs are the stewards of your company’s plan of action for conversion experimentation. They lead the team in conducting user research, analysing a customer’s behaviour on the site and developing a testing strategy based on their findings. A Freelance CRO uses their knowledge of behavioural science and analysis to inform their decision-making. 

Their job is to develop a strategy and execute on that strategy. They use both qualitative and quantitative data to create various tests and experiments, and lead their team in implementing those tests, consistently analysing the results. Their research may include things like heat maps, user interviews, and website surveys. Freelance CROs work with their team to examine the data and use the learnings to inform what they do next. At the end of the day, a Freelance CRO’s main concern is whether that conversion rate continues to grow.