From unrealistic ROI claims to suspiciously low pricing and jack-of-all-trades syndrome, we break down the key indicators of a less-than-stellar CRO agency. Plus, discover three bonus yellow flags that warrant a second look.
Ensure your investment pays off by selecting a partner who truly understands conversion rate optimization.
If you find this useful and want some tips on interview questions to avoid the Red Flags, check out our Interview Checklist: Hiring CRO Expertise!
10 Red Flags When Choosing Your Next CRO Agency or Consultant
Unrealistic ROI Claims
Beware of agencies promising staggering financial returns with certainty. Be skeptical of case studies showcasing exact dollar figures in annualized revenue increases or stats since it is difficult to assign an exact revenue amount to CRO only.
Suspicious Pricing
If the cost is remarkably lower than anyone else, the quality and depth of service might be compromised.
Jack-of-All-Trades Syndrome
Be wary of agencies that claim expertise in all areas of marketing without clear specialization. Effective CRO requires focused expertise, not a superficial sweep of services.
Lack of Pre-Test Calculations
Question the basis for the number of tests an agency proposes each month. Look for agencies that provide detailed pre-test analyses and transparent methodologies.
Over-Promising Results
Promises that sound too good to be true often are. Seek a balanced approach, not one that is overly aggressive or risky.
Vague Objectives
Ensure deliverables and goals are clearly defined and directly tied to your bottom line.
Insufficient User Research
Opt for agencies that prioritize continuous, actionable research to inform their strategies.
Content Quality Concerns
Evaluate whether their content demonstrates genuine expertise or just fills space. The depth and relevance of content can indicate an agency’s real understanding of CRO.
Outdated Testing Practices
Steer clear of agencies stuck on simplistic or outdated testing methods such as relying on a million A/B tests with one change per test (a pro should be more complex), for example.
Superficial CRO Understanding
Test their knowledge with specific, technical questions about methodologies and statistics. Genuine expertise is evident when an agency can discuss advanced concepts comprehensively.
BONUS: 3 Yellow Flags to Consider
Overemphasis on AI Capabilities
We don’t see much use for AI in CRO - and they should NOT be the main selling point for an agency you’re considering.
Restrictive Contracts
Watch out for clauses that make you reliant on the agency for basic data ownership. While you don’t enter a partnership expecting it to end, make sure any future transition will protect your company and your data.
Non-Assertive Approach
Effective CRO requires bold, well-substantiated opinions—not just going along to get along.
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