The Conversion Maturity Model & Optimizing Your Website

But have you ever stopped to think about how that process happens and how well your own company is doing today? That’s what the Conversion Maturity Model is all about — it defines that journey and shows how a company matures, acquires leads and becomes more profitable.

In a recent article for Website Magazine, author Tim Ash, explained the process of Conversion Rate Optimization in useful detail. He used the metaphor of how with humans develop, comparing it to how businesses mature, too. First, “infants must first learn to flop before they can crawl, crawl before they can walk, and walk before they can run. ”

You get the picture because here’s the catch, the same idea applies to Conversion Maturity Model. Your company’s optimization also will begin with a crawl, learn to walk, and eventually sprint. Expecting anything otherwise is unrealistic but that doesn’t mean you should get pessimistic or give it up if you’re still at the crawling stage. After all, we all need to start somewhere and there’s always room for growth no matter what stage your company is experiencing. With hard work, focus and dedication you can change all that and keep growing.

Here’s a look at the Conversion Maturity Model and a few of the characteristics associated with each stage.

Stage 1, Un-Optimized

  • There are no full-time formal positions devoted to CRO
  • Employees have no training of any kind in CRO
  • Sites are mostly static content
  • Web analytics does not cover all web properties & campaigns

Stage 2, Basic Optimization

  • Some full-time non-management positions are devoted to CRO within certain departments
  • A few additional employees have some informal training in CRO
  • Sites are mostly in commercial content management system
  • No qualitative or quantitative diagnostic tools are used company-wide

Stage 3, Intermediate Optimization

  • There is a formal CRO team with full-time positions and a manager within a specific department (not strategic)
  • CRO team members have periodic formal training in CRO and are given the opportunity to get additional informal training
  • Marketing focus is on profitable traffic acquisition and conversion
  • All websites are in commercial CMS

Stage 4, Advanced Optimization

  • There is a formal stand-alone CRO team with full-time positions and a manager which reports to the CMO (or higher) and sets strategic CRO priorities company-wide via a formal intake process
  • CRO team members have regular formal training in CRO
  • Marketing focus is on increasing profits over the lifetime of the customer
  • All websites are in commercial CMS and integrated with marketing automation and traffic acquisition

Ash also argues that awareness and practice is the key, such as learning to develop and executive your marketing and web strategies.

Want to find out more about where you and your business fit in the CRO spectrum? Contact us today for a FREE web assessment!