Whose Job Is It To Convert?

Whose Job Is It To Convert?

Lemuel Galpo
Written by Lemuel Galpo
May 11, 2015

Improving conversion rate is a huge challenge for marketers and website owners. As a business owner, you have to think thoroughly on how you can maximize conversion. Having a reliable marketing organization with you is the key to implementing the most effective approach for your marketing and website building to become successful. But the question in most marketer’s mind is: Whose job is it to Convert?

Creative Thirst‘s Bobby Hewitt hosted a series of conversion rate marketing podcasts wherein he shared insights on how to turn more clicks into customers.

In one of his podcasts, Bobby discussed about whose job is it to convert. Obviously, it is everyone’s job to convert. However, what Bobby really meant is – what part of the marketing campaign is responsible for conversion?

Whose Job Is It To Convert

The Role Of the Marketing Organization

Working together as a team is important for conversion. If your team is not working together with a common goal and strategy, your conversion will suffer for it. The psychology of online sales is complex and we need more space to mitigate things like friction, anxiety, and align motivation and support.

This is why it is important to know the roles of each part of our marketing campaign. This way we know if it is working or not, and also if changes are needed.

In addition, you need to invest in a dependable set of tools which would greatly help in analyzing the website based on testing, data and visitors engagement. The report acquired from this tool is very important as it helps in understanding the needs of the customers and make the necessary changes.

Let’s assume the necessary tools and tests are all set and you are now ready to find out the results. Then comes the question, what part of the marketing campaign is responsible for conversion?

The Page That Converts

Measuring internet marketing success and website conversion success are two different areas. The role of internet marketing campaign is basically to generate traffic to a website while website conversion is another thing which is determined by the number of visitors that are converted into customers.

Website traffic is essential, but if that traffic does not produce paying customers, then it is virtually useless. That is why conversion is equally important.

[Tweet “41% of marketers are already using landing pages for their campaigns instead of their website”]

No traffic driving, well designed or written campaign can support a full weight and responsibility of conversion. It takes more than just that to fully optimize your conversion process. There are funnels to go through and steps to be taken. A process needs to be followed, thus:

  1. The role of conversion depends on the shoulders of your landing page. Most, if not all, of your potential customers go through the landing page of a website, making it the most important page in your marketing campaign.
  2. The traffic driver to the top of your conversion funnel is responsible for creating the initial spark of interest and desire. This is usually the initial point of most marketing campaigns.
  3. The measurement of success is the click through. Once a prospect is at the top of your funnel, it is the job of your landing page to start the conversion process; but if the motivation is not matched on both sides of the coin, then both sides will fail.

According to Hubspot’s article Why Landing Pages Are an Indispensable Part of Marketing by Pamela Vaughan,

If you could do one thing right now to drastically improve your lead generation efforts, it would be to use landing pages on your website.

A well optimized landing page is very crucial for conversion. This page is dedicated for specific targeting and it is designed to drive sales. If you find that your website is not giving you the desired results, don’t freak out and blame it to the tools you are using.

Re-evaluate the process and carefully analyze the errors so you can come up with a clear plan and new strategy. Hopefully, this gives you a better understanding of the important responsibility of landing pages in conversion. To know more this and more about conversion rate optimization, visit us at Convert.

Originally published May 11, 2015 - Updated April 15, 2019
Lemuel Galpo
As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of Convert.com's growth team and coordinates all writers, editors and illustrators.
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