Legal business documents can be quite confusing and controversial at the same time. The Conversion Rate Optimization (CRO) contract is not any different. Any business process that involves an agreement between parties will require attention to detail on all clauses, addressing each requirement on its own.
However, drafting a contract need not be a repetitive process when you use a template. Luckily, you can get a professional CRO contract template online. You can choose to work with this template. If you feel up to it, you can work on your model that represents your business image. Either way, there are essential clauses that need to be addressed with care if you don't want the client to withdraw from the agreement.
The CRO contract should address the parties involved exclusively. You should be clear on who on your team will be working on the digital marketing project. For example, if the person handling the daily tasks isn't the same person who presented the initial offer and the contract, make sure that this detail is made clear in the contract. This precedence manages expectations since the client will know who to call for the project's details. This move also avoids blindsiding the client with surprises. Some organizations will have an influential person handling the business proposal stage to win the client's confidence. However, this will affect the client's faith in your business ethics because they will feel blindsided.
When managing the scope of work and deliverables section of the CRO contract, keep it simple. Make sure the clause is as friendly as possible without complicated legal jargon. It is possible for the client to be overwhelmed by details and stipulations to the extent of them pausing the process.
As far as the process and deliverables are concerned, remain firm. Avoid giving guarantees. Make sure you stick to your company's code of ethics when you are asked to include a process with which you aren't comfortable. Make sure that the methods you agree with don't violate search engine guidelines or put anyone at risk. Clients often seek assurances on ranking and traffic converted; however, it's widely known that nothing in digital marketing is guaranteed. Thus the more technical and legal your deliverables are, the more your service and campaign results will be judged. Make sure the conversation revolves around the client's business goals and not the accurate number of conversions as they are not the entire picture. Show them how they can also increase their ROI with existing traffic.
This step is the opportunity for you to reiterate what you had shared about your company. This clause establishes a unique perspective and value to the relationship. The CRO contract should contain enough information on your company and your novel strategies in case there is competition. Until the client seals the deal, never imagine that there is no competition at that stage. A referral or "friend-of-a-friend" proposal may show up on the client's desk, thus changing the game altogether. Take this opportunity to make a final pitch, or to remind the prospective client on why your company offers the best solution.
While this article touches on these three key clauses that should be handled keenly, more provisions constitute your contract. The numerous provisions may give the impression of a purely legal document, but the CRO contract is more than that; it is a crucial document that cements your business relationship with the client. Thus make sure the client sees what's in it for them. Make sure that the pertinent issues are addressed, and roles have been defined clearly. This clarity gives an impression of good organization within the company, making the whole process smoother.