Why is it that so many companies are willing to blow millions of dollars in CPA programs but not spend a penny improving conversions on their own sites? I’ve worked on perhaps two dozen DR assignments, and each client has acknowledged significant problems in their site buying funnel. Stuff like extra pages to navigate, or inconsistency in where the proceed buttons fall, or offers below the fold, or whatnot. And in almost every case, there was a singular lack of willingness to pursue improvements because “that isn’t our area,” or “that’s IT turf” or whatnot.
The result is that the volume made possible by an ad campaign plateaus much lower than it needs to because the CPA is hindered by horrible conversion rates.
All the banner optimization in the world cannot make up for an unnavigable site.
