The Portfolio Trap – Why 'Pretty' Doesn't Mean 'Profitable
I’ve interviewed three consultants. They all showed me beautiful 'Before and After' screenshots of sites they've worked on. How do I know which one will actually move our conversion rate?
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It’s great they have polished case studies, but screenshots alone don’t prove impact. Ask each consultant how they measure success—look for clear metrics like uplift in conversion rate, A/B testing methodology, and statistical significance. Request specific examples with numbers, not just visuals. Also, understand their process: research, hypothesis building, testing, and iteration. A strong candidate will talk more about experimentation than design. Finally, check if they align with your business goals and traffic scale. This guide on choosing a cro consultant might help you ask the right questions.