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Optimise the business not just the conversions | Conversions Matters
Optimise the business not just the conversion rate CRO as a discipline is experiencing the same issues that SEO experienced a few years back where the initial remit of the industry was too narrow to achieve the results that were being requested. If you want to double the revenue your organisation returns from its online presence than merely optimising your web site/app is not going to deliver the results you want. When people judge your business they are judging more than your site they are judging your organisation as whole. So if the site is great but you take a week to deliver their goods when you said two days that's a problem. If you deliver a damaged item and it take weeks for a refund/replacement then that s a bigger problem. Negative publicity will spread much faster and wider than good publicity so it is imperative your customer service is up to scratch. One company that constantly finishes at the top of the table for online customer service is Amazon. That is no fluke they