Over the years, our team has worked with numerous companies across various industries to build quality eCommerce solutions by utilising our knowledge in relation to both eCommerce advantages and disadvantages. Working extensively across this area, there’s a pattern we’ve seen over and over again that initially, had us mystified. We couldn’t believe the lack of communication commonly taking place between an organisation’s IT and Marketing departments.

As digital strategists who have been weaving together marketing, commerce and technology solutions for years, we were quite puzzled. We know how essential it is for these two departments to work alongside one another in order to build solutions that deliver in both an operational sense and for the end user. Take eCommerce solutions out of the picture and at the very least, IT and Marketing departments need to be communicating to assess the advantages of a social media marketing strategy for the company. To say we were surprised by the lack of communication actually taking place is an understatement.

Often, when first liaising with new clients, they’ll ask us a very direct question:

Why isn’t our website converting as well as it should be?

In most cases, after assessing the situation, our answer remains the same and comes as a bit of a shock to organisational decision makers. Here it is:

Your website isn’t converting because your IT and Marketing departments aren’t communicating with one another effectively.

Here’s the thing, an effective online presence doesn’t simply boil down to how sleek and sophisticated a website looks. Of course, it’s definitely beneficial for a website to look great and take the end user on a customer journey that is effective and makes sense. It’s vital to understand that the back-end of any website is inherently complex and ultimately, is going to determine whether the site performs as required and expected. We’re not just talking about a simple web page here, it’s integral those involved in the process understand there’s a lot of complexity taking place behind the scenes in order to power the solution.

In any organisation, it’s essential that the IT and Marketing departments are working with one another and towards the same goals in relation to the business’ online presence. Too often, we see marketing professionals pouring all of their focus and effort into the front end of a website. Of course, given their expertise, this makes complete sense. A site that is attractive to an organisation’s ideal client is important, however, the back-end and its operational side should never be considered only as an afterthought. Another factor to consider is of course an organisation’s digital maturity as well as its budget. It’s incredibly important for both departments to be effectively communicating, not only so that they’re on the same page, but so that everyone has a solid grasp on what is actually realistic.

Are you reading this post as an organisational decision maker? Have you asked yourself this question far too many times: why isn’t our website converting as well as we expected? If this rings true, have a chat with your IT and Marketing teams separately and ask them how often they meet to discuss the various aspects of the organisation’s online presence. Put simply, if both teams aren’t scheduling in and attending regular meetings with one another, you’ve got the answer you’re searching for. Keep in mind, it’s always more difficult to adjust a solution that hasn’t been fully integrated afterwards, than to get it right to begin with. Taking a holistic approach before the commencement of any project is always ideal.

Here at Pronto Woven, we pride ourselves on delivering fully integrated solutions with the latest cutting-edge design. Trust and loyalty act as the pillars of our business. If you’re looking for an innovative digital partner that will take the time to understand the complexity of your business and can provide you with all of the services you’re after, contact us for an obligation free meeting.