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Who owns Conversion Rate Optimisation in your company?

“Who owns the website?”

It’s a simple question, but one that is difficult to answer. I couldn’t say for sure, when I was asked it this week. If you asked the same question to people from different departments across your organisation, I expect you’d get many different answers. The majority of which would be along the lines of “I/we do”.

Perhaps the answers differ because each department has a different understanding of the question. IT builds and maintains the product/website, so they own it. Sales are selling the product, so they own it. Marketing are promoting and attracting the customers, so they own it.

So if it’s hard to answer the question at such a general level, how do you answer the second question:

Who owns conversion rate optimisation?

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Posted in Business Performance, Conversion Testing

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