Performance marketing means results
Conversion rate optimisation is a data-driven marketing tactic. It’s a part of what marketers call performance marketing. When the top management is asking you to justify your choices of marketing programs, you need data to support your arguments. The CRO specialist is capable of providing them because that’s included his job description. That’s what he has to deliver.
If you pay for data, then use it
The data analysis specialists have the responsibility to track the achievement of the KPIs withing the marketing department and to generate insights. But the research is a recurring task, and you need someone in the team to use the information provided by the people who make this research. No matter what, you should not pay someone to analyze data just for the sake of it. If you don’t use the information, then you’re throwing away money on the window!
What’s great about the CRO specialist is that he/she cannot work in any other way than with data and KPIs. Unlike the other complementary marketing tactics, CRO needs frameworks, clear procedures and disciplined people to handle it.
Business goals are the most important
Knowing how goals, objectives, and KPIs work together will help to create a CRO department. The CRO specialist will help you acquire the target for the established KPIs, by tracking them and constantly reporting. When something’s not working, he has to report the anomalies to you and work on stopping or readjusting some actions.
You need to remain competitive
Surely, you cannot do personalization if you haven’t optimized the website and don’t have an on-going procedure for optimization. To embrace personalization, you need a dedicated team to doing CRO the smart way.