My wife and I recently purchased a LEED certified home. LEED certification is a way to objectively measure the resource efficiency of a structure. In the case of our home, its LEED certification means that it consumes less resources — water, electricity & gas; and is built more responsibly — local materials, waste recycling and fewer harmful chemicals — than most other homes.
Shortly after moving in, my wife said to me that the house made her want to be a better person. Our kids also became more focused on their impact. And I started looking at everything we were doing and asking if we were getting the most out of our consumption.
It was about seven years ago that I had these same feelings toward marketing and advertising. Once this passion for efficiency is awakened, it’s hard to imagine the old days — when accountability and efficiency were non issues, and resource consumption wasn’t part of the equation.
But just as natural resources aren’t unlimited, neither are those of a business. Wasted resources rob a P&L of fuel that can be used to increase revenue and create more productive jobs. It’s money, time and effort down the drain.
When you can increase the efficacy of your marketing, you increase the momentum of your business. We need to be accountable for our use of resources and we need to be able to defend our consumption as the best possible path to the growth and prosperity of the business.
Conversion rate is marketing’s way of objectively measuring the resource efficiency of campaigns. Just as LEED certification isn’t about tankless water heaters and solar panels, conversion rate isn’t about landing pages and personalization. This is about a mindset — a fundamental marketing belief — that we should be accountable to do much more with our resources; and that when we do, the business changes.