The Complete CRO Agency RFP Template: Ask the Right Questions, Hire the Right Agency
Sending out a Request for Proposal (RFP) to CRO agencies? Most RFPs ask the wrong questions — they focus on company history and certifications instead of methodology, results, and fit.
This template helps you evaluate CRO agencies on what actually matters: their process, their technology, their track record, and how they’ll deliver measurable revenue impact for your business.
How to Use This Template
- Customize sections 1—3 with your company and project details
- Send sections 4—8 as the questions agencies must answer
- Use the scoring rubric (section 9) to evaluate responses objectively
- Shortlist 3—5 agencies for follow-up presentations
Section 1: Company Overview (You Fill In)
| Field | Your Details |
|---|---|
| Company name | [Your company] |
| Website URL | [Your URL] |
| Industry | [eCommerce / SaaS / B2B / DTC / Other] |
| Platform | [Shopify / WooCommerce / Magento / Custom / Other] |
| Annual revenue | [Range] |
| Monthly website traffic | [Sessions/month] |
| Current conversion rate | [If known] |
| Primary conversion goal | [Purchase / Signup / Lead / Demo request] |
| Current CRO tools | [GA4, heatmaps, testing tools, etc.] |
| Previous CRO experience | [None / Internal / Previous agency] |
Section 2: Project Scope
What we need:
- Full CRO audit
- Ongoing A/B testing program
- One-time optimization project
- Strategy + recommendations only
- Full-service (strategy + design + development + analysis)
- Specific focus area: [checkout / product pages / pricing / signup / other]
Pages/flows to optimize:
- Homepage
- Product/collection pages
- Cart and checkout
- Pricing page
- Signup/onboarding flow
- Landing pages
Timeline:
- Desired start date: [Date]
- Initial engagement length: [3 months / 6 months / 12 months]
- First results expected by: [Date]
Budget:
- Monthly budget range: [Under $5K / $5K—$10K / $10K—$20K / $20K+]
- Annual budget range: [If applicable]
Section 3: Evaluation Criteria
| Criterion | Weight |
|---|---|
| Methodology & process | 25% |
| Relevant experience & case studies | 20% |
| Technology & tools | 20% |
| Pricing & value | 15% |
| Team & communication | 10% |
| Cultural fit & responsiveness | 10% |
Section 4: Agency Questions — Methodology
- Describe your CRO methodology from audit through test analysis. Walk us through the end-to-end process.
- What prioritization framework do you use? (ICE, SHIP, PIE, AXR, custom?) How do you decide which tests to run first?
- How do you incorporate behavioral science into your process? Which frameworks or heuristics do you use?
- What does a typical test hypothesis look like? Provide 2—3 examples from real client work.
- What is your typical A/B test win rate? How do you handle losing tests?
- Do you use Bayesian or Frequentist statistical analysis? Why?
- How do you ensure tests reach valid statistical conclusions? What’s your approach to sample size and test duration?
- Do you use any AI or automation in your CRO process? If yes, describe how.
Section 5: Agency Questions — Experience
- Provide 3 case studies from companies similar to ours (industry, size, or platform). Include specific revenue impact metrics.
- How many years has your agency been providing CRO services?
- Have you worked with our platform ([Shopify/WooCommerce/Magento/etc.]) before? Describe your experience.
- What industries do you specialize in? Where are you strongest?
- Can you provide 2—3 client references we can contact directly?
Section 6: Agency Questions — Technology & Tools
- What A/B testing tools do you use or recommend? Do you have partnerships or certifications?
- What analytics and research tools do you use? (heatmaps, session recordings, surveys, etc.)
- Do you have proprietary technology? Describe any custom tools, AI capabilities, or unique tech.
- How do you implement test variations? (Visual editor, custom code, server-side, or platform-specific?)
- How do you track and report test results? What does a typical monthly report look like? (Provide a sample if possible.)
Section 7: Agency Questions — Team & Communication
- Who will work on our account? Provide names, roles, and relevant experience. Can we meet the team before signing?
- What is your account structure? (Dedicated team, pod model, or shared resources?)
- How often will we receive updates? What does the communication cadence look like?
- What do you need from our team to be successful? What’s the expected time commitment from our side?
- How do you handle urgent requests or scope changes?
Section 8: Agency Questions — Pricing & Terms
- Provide a detailed pricing breakdown. What’s included in the monthly fee vs. what costs extra?
- What is the minimum engagement length?
- Are there performance guarantees or SLAs?
- What is your cancellation policy?
- Who owns the test data, learnings, and assets if we part ways?
- Are tool/platform licenses included in the fee, or are they additional?
Section 9: Scoring Rubric
| Criterion | Weight |
|---|---|
| Methodology clarity & behavioral science depth | 25% |
| Relevant case studies with revenue impact | 20% |
| Technology capabilities (AI, tools, innovation) | 20% |
| Pricing transparency & value | 15% |
| Team quality & communication plan | 10% |
| Proposal quality & responsiveness | 10% |
Tips for Getting Better Proposals
Before sending your RFP:
- Share your GA4 access (or key metrics) — agencies can give more specific recommendations with data
- Be upfront about budget range — this helps agencies scope appropriately
- Set a clear deadline for proposals (2 weeks is reasonable)
- Tell agencies how many others are receiving the RFP
- Ask for a 15-minute intro call before the formal proposal — it saves time on both sides
The Alternative: Skip the RFP
RFPs are valuable for large engagements ($10K+/month). For smaller budgets, consider:
- Start with an AI audit ($47—$99) — Get immediate, data-driven findings without the RFP process
- Run a paid trial project ($2K—$5K) — Test-drive an agency with a standalone audit or strategy sprint
- Evaluate based on results, not proposals — The best agencies prove themselves through work, not slide decks
Want to see what acceleroi would find on your site? Before writing an RFP, try our free AI preview audit. You’ll get real findings in 60 seconds — and a much better basis for evaluating any agency’s proposal.