I’ve been thinking about this a lot over the last two years since joining a conversion optimization agency where our number one goal is to deliver business growth. The usual marketing metrics uncover the view that marketing is generally perceived as a cost centre rather than a profit centre. So should marketers be more accountable for generating business growth? It requires a change in mindset but the alternative means your existing metrics may be holding the business back from growth.
What’s been most revealing and perhaps concerning, is the number of marketers still new to the idea of conversion optimization. Perhaps the common misconception that it’s all about improving conversion rates is at fault here; whereas in reality, it’s about driving business growth through insights and testing. What would be the point in increasing conversion rates to only increase return rates resulting in a loss of profit to the business?
This lack of accountability for business growth amongst marketers hit home last month when we sponsored Marketing Week Live; the vast majority of people we spoke to didn’t understand what Conversion Optimisation was.
Seeing the business impact CRO has delivered for our clients, we’ve set out to inform and educate the wider industry about the growth opportunities right in front of them. For those already testing, we share strategies to mature their process, to get the best results and grow faster.
Want to know more about Conversion Optimisation?
You can watch YouTube videos and tutorials here.