Hiring a Conversion Rate Optimization Consultant? Ask These 10 Questions

1. What’s your approach to identifying conversion bottlenecks?

Every consultant has a process. They should be able to walk you through it, step by step. Look for someone who combines qualitative (user behavior, surveys, interviews) and quantitative (analytics, heatmaps, drop-off rates) data.

2. What’s the most surprising insight you’ve uncovered in your past work?

This is a good chance to see if they supply a textbook answer, or if they’re able to provide an answer that reflects an ability to listen deeply and think creatively. Great CROs uncover unexpected patterns that directly tie to revenue, whether it's an overlooked UX element suppressing AOV or a messaging mismatch that’s stalling high-intent traffic.

3. Do you do the implementation or just strategy?

You’ll want to know whether you’re hiring a strategist, a designer, a developer, or all three. Be cautious of teams that hand over a strategy doc and walk away. Implementation gaps are where most momentum dies. (We handle everything from insight to execution, so you’re not stuck chasing freelancers mid-project.)

4. How do you prioritize tests and changes?

Prioritization should reflect your actual business goals, not generic benchmarks: If they say "we test everything," that’s a red flag. You want someone who knows how to model potential lift, estimate impact, and weigh confidence vs. risk. The best CRO partners will also ask about your north star metrics, whether that’s net-new customer acquisition, AOV, LTV, or subscription retention.

5. How do you know when a test is “done”?

Prioritize answers that include statistical significance and minimum sample sizes, while demonstrating a healthy respect for the limits of testing when traffic is low. Bonus points if they know when to call a test early for business reasons, say, a major promo period or a product launch window, and how to balance rigor with momentum.