We do like to make things complicated.
We see something simple and feel like its missing something. It’s been a while since we launched this, we should probably do an upgrade; customers expect new features; some bells and whistles would be nice.
Tell me, what couldn’t be improved with some extra bells and whistles??
Turns out an awful lot.
“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?
Does your Search specialist input into the briefing of your creative agency for your next print, TV or radio campaign? No? How about your Email marketer?
Probably not and why would they? That’s offline. These guys focus on clicks not branding, right?
In many businesses there is a distinct line separating the Online (technical) marketers and the Offline (creative) marketers. And that’s a big mistake.
It’s an unwritten law: spend big £/$ on a TV campaign and your website traffic will go through the roof.
Your overall cost per visitor will naturally follow suit. So how do you get more out of the traffic you’re buying in?
The answer is pretty simple – conversion rate optimisation. Test and tweak your pages and processes until you can get more people doing much more of the things you want them to do.