What percentage of your website visitors, converting or not, leave your with a positive brand impression?

That’s as important a metric as conversion rate, albeit harder to measure. You can approximate it by talking directly with a sample of prospects, walking through landing experiences with them and encouraging their feedback. This sort of direct interaction—getting out beyond the keyboard—is a great way to build your intuition and empathy with different market segments.

It’s with this intuition that a brand champion should review your landing pages through the eyes of the customer. Ideally, this brand champion role is someone other than the conversion optimisation champion. Even if they both want the same thing—brand building and good conversion rates—it’s helpful to have the benefit of multiple perspectives.

Aim for a great conversion rate. But think of non-conversions as an investment in future conversions—an investment you make with good brand building. For any marketer who cares more about their business than myopic results of an individual page, that investment is crucial.

Contact acidgreen now as your first step towards creating a positive brand impression for your business.

< return to news