How does company communication affect conversion?

How does company communication affect conversion?

If you are discovering the topic of conversion optimization (CRO), then starting to implement your strategy, you may face one problem. It is related to communication in the company. Let’s take a simple example. Let’s say you are the owner of a custom essay writing service. One day you decided to add some extra services to see if it has a positive impact on sales. Meanwhile, your website manager, writers, and sales manager are unaware of this change.

How do you think this will affect the operation of the entire website? Thus, even a good idea can turn into problems if communication is poorly established within your team.

Any changes you plan to make to the site will influence visitors, so there must be clear communication within your team. In the end, you are all in the same boat, and your goal is business development. In this post, you will find a list of steps you must take to build effective communication between your team members at different stages of conversion optimization.

Stage 1: Before starting split testing

When your CRO strategy is still under development, it might be a good idea to get your entire team involved in it. It will ensure higher engagement and active participation in subsequent phases. There are three main steps you can take before getting started:

1. Teach employees

Just because you’re a conversion optimization specialist doesn’t mean everyone else is.

2. Set goals

Let your team know the goals you plan to achieve as a result of the experiment. Are you planning to increase the time your visitors spend on the site? Or are you trying to define user behavior using two different versions of your landing page? State your plan clearly.

3. Check the results

It is a great way to make sure your ideas are rooted among your colleagues. Of course, some of them may miss some aspects of the experiment or misinterpret something. It is normal. Decide how often you will get in touch and discuss work points. This way, you won’t tire your team too much.

Stage 2: During the split testing

Great, your split testing ship is sailing. Now is the time to decide how often and by what means it is best to communicate with your team. Discuss the tool and frequency of discussion with colleagues. Check with them if they are comfortable participating in synchronous discussions such as video calls and online conferences. Or perhaps they prefer chats or email. You will be using a lot of information with your team – this step is essential for the entire communication strategy.

Stage 3: After the initial split tests

So you’ve done your first few split tests. Now it’s time to share preliminary results with your team.

1. Share your results

Do some preparation time to share your test results. After all, you want to show others the results of months of planning, discussion, and analysis.

2. Feedback

Feedback helps us to develop. Good feedback from the team will help you make adjustments and avoid mistakes in the future. To make this idea more effective, you can take the initiative by sharing your findings with the team. What did you learn from the test, and what areas do you think could be improved? It will be the gesture that will open the door for an active exchange of views.


If you imagine that your conversion optimization strategy is a ship, then your crew is its sails. Without the active participation of your colleagues, you will not be able to achieve results.  

Start by teaching teams and setting goals. It will enhance camaraderie, which in turn will make it easier for you to interact with them further without inconvenience.

While the tests are in progress, check the functionality with the team. If you missed an aspect, this step proves to be a lifesaver. Also, make sure you discuss which communication medium will work best for them and what frequency of discussion they expect.

In the final stages, think about the metrics that have proven to be the most significant and which you will display in the reports. Many of the results will be passed on to senior management, so this part becomes even more essential. After all, reports have been submitted, asking for feedback and discussing a plan for upcoming experiments.


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