Companies should have someone dedicated to improving conversion rates as it will make lead generation more cost-effective, an industry expert has suggested.
Linus Gregoriadis, research director at Econsultancy, made his comments following research by RedEye and Econsultancy, which indicated that 70 per cent of client-side companies had seen improved conversion rates in the past year.
He highlighted the importance of having someone taking the lead on conversion and was surprised to find that 40 per cent of respondents in the survey do not have anyone in this role.
"If an organisation has someone directly responsible for conversion they are more than twice as likely to have experienced improved conversion rates in the last 12 months," Mr Gregoriadis explained.
RedEye chief executive officer Mark Patron claimed that in terms of cost, improving conversion by ten per cent can be more effective than spending ten per cent more with a search engine such as Google.
This week, industry specialist Dave Laverty told a Marketing Sherpa summit that adding special offers to a website can lift lead generation.
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