Who is responsible for making sure that your product is converting as many of your site visitors into customers?
Who actually tracks and is measured by site conversion performance? Find that person in your organisation and you have your answer.From one company to the next that person could sit in different departments. In my current organisation it is a Marketing person, but I wouldn’t be surprised if you told me something different.
The department doesn’t matter as much as the person. They need to have an inquisitive mind, a need to delve in and understand why. They need to understand cause and effect, and what makes people tick. They need to be excited about the concept of continuous optimisation and grin from ear to ear when their percentage points trek northwards.
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Conversion optimisation is at its most effective when a business and its people are working together to achieve it. Not wasting time about who owns it – that has been decided – but bringing together their talents and skill-sets in a coordinated movement to improve processes and designs in the areas they touch. So it’s a cultural thing too.