The Marketing Operations Guide to Web Conversion Optimization
For most companies, organic search is the largest source of traffic and lead volume. It all comes from the website, an asset that is owned. However, the vast majority of effort (and money) is actually spent getting them to the website – not worrying about how to convert them. In addition, if you are thinking about how to convert them more effectively, are you doing it in a way that actually supports the business in creating demand, or are you just capturing an email address?
This is where Web Conversion Optimization (WCO) comes in. WCO is a little different to conversion rate optimization (CRO) which is a method to increase the percentage of visitors to a website that take a desired action on a webpage or more specifically convert into customers. Web Conversion Optimization takes a broader view on conversion – and ultimately considers what is going to assist the business in creating demand.
“Web Conversion Optimization is the systematic approach driving greater contact acquisition and demand from a website”
The Challenge is Actually Who Owns Web Conversion – and Why?
- Does the web team own it? After all, they own the website and UX
- Does the marketing operations team own it? They own the data that is captured and where it is stored
- Do the global campaign owners own it? The forms capture leads for their campaign
- What about regional and field marketing? They also capture leads specific for their needs
- Or even the analytics team? They want insight on customer behaviour to inform the business
What Content are you Leveraging?
How Easily can your Team Deploy Forms?
Where are your Forms?
How Easy are Your Forms to Use?
How Big are the Barriers to Conversion?
Are you forms Global?
How Actionable is your Submission Data?
How Connected are your Web Forms?
How Compliant is your Data?
Do you Measure Form Performance?
Do your Forms Measure ROI?
Do you Perform Ongoing Testing?
A detailed understanding of these four areas and how they apply to your own organization is essential to improving your WCO, discovering new insights and ensuring a healthy return on your investments.
By analyzing your current web conversion rates and optimization practices, we can estimate the projected uplift in leads you can expect from working with GatedContent.com.