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What are some typical indicators that website optimization should be a priority in your digital marketing strategy?

2 Answers
Erika Barbosa
Erika Barbosa
Observable Head of Growth MarketingNovember 10

I am of the perspective that website optimization should be incorporated as a priority (at least to some capacity) with all digital marketing strategies. I believe having a testing mindset is critical for growth. I do not recommend thinking about it as it relates to indicators for whether or not you should.

Furthermore, I recommend including a CRO program as part of your digital marketing strategy. Be mindful of what you test and how you gauge success, but the practice is critical for maximizing impact.

I hope this is helpful. Please feel free to reach out with any questions.

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Sheena Sharma
Sheena Sharma
Heap Vice President, Marketing Acquisition & GrowthNovember 9

I think that website optimization should be an ongoing priority if the marketing team has full ownership of the website. I've had web managers and developer agencies roll into my team in many of my past roles, and the reason for that was we really thought about the website as a key place to drive demand.

Some other indicators that would tell me that website optimization should be a priority:

  • You don't have a traffic > lead conversion goal

  • You don't have a goal for net new leads

  • You are spending more than 25% of your marketing opex budget on paid and you don't have a dedicated landing page strategy for paid

  • You don't regularly review your top 5 trafficked pages for conversion optimizations

  • You have low conversion on key product and solution pages

  • You get most of your conversions from your home page and not on key product or resource pages

  • You don't have a documented website CTA strategy

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