Conversion—Not Just for Web Teams Anymore
CMOs and their teams are starting to realize that there is only so much optimization they can do around the marketing spend to drive website traffic without looking at how those visitors are converting on the website—but they're waking up slowly.
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Popular Questions
Why is conversion not just for web teams anymore?
Conversion is influenced by every interaction that moves a prospect toward a decision, not only by website design or development. Sales conversations, customer support, follow-up messages, product demonstrations, and onboarding can all increase or reduce conversion rates. Teams should identify the actions they control and improve the next step in the customer journey.
How can non-web teams contribute to conversion?
Sales teams can document common objections, while customer service can share the questions customers ask before buying. Marketing can use those insights to create clearer emails, offers, and educational content. Operations and product teams can also remove delays, confusing processes, or unnecessary steps that prevent prospects from completing a purchase.
What should businesses measure when conversion extends beyond the website?
Track more than clicks and form submissions by measuring qualified leads, booked calls, proposal acceptance, purchases, repeat orders, and referral activity. Connect these metrics to the customer stages where different teams have influence. Reviewing the full path reveals whether a website change, sales interaction, or service improvement is creating the strongest impact.
How can a company build a shared conversion process?
Start by mapping the customer journey from first contact through purchase and retention. Assign an owner to each stage, define the desired customer action, and agree on a small set of measurable targets. Hold regular cross-functional reviews so teams can test changes, share results, and address obstacles instead of treating conversion as a web department responsibility.