The relationship between Branding & Conversion?

I recently got this question and it has been in my head for a very long time because it is very delicate: Here is the full question: Should the brand be subject to the “tyranny of the designer”? And, if conversion rate optimization data is available as a result of statistically valid experimentation, should not the designer’s aesthetic sensibilities and ego be secondary to customers’ preferences? The person I talked to said; the brand is important - but only to achieve company goals. Unfortunately, graphic designers often use ‘the brand’ to mean ‘my artistic preference’, and the result is an artistically-clever but functionally-frustrating experience. What do you think? What is your experience with this?

My Answer:
What a great question! I have direct experience with this battle between Sr. management, graphic design and online sales. It’s a communication, reward/bonus/motivation issue.
Issue:
- Sr. mgmt – Need brand but we also need more sales

- Graphic design – I want it (e.g. advertisement) to show my artistic abilities and creativity

- Online sales dept. – Need to increase conversion rates to make my bonus and sales quota

Big issue and very hard to fix. Here is my approach and how I solved it: (Remember it’s stems from a communication’s and reward/bonus/motivation issue. Why people come to work?)

First of all you need to separate bonus programs so that sales and marketing (graphic design) are separate. They both need to get bonuses but based on different criteria.

Run A/B testing on “in-house” designed ads vs. outsourced designed ads. Do the outsourced ads so no one knows about it but do follow the brand guidelines. Make the online sales team run AB split testing for a day or so just to get enough sample data to see the effect on sales.
Present findings (hopefully you have proof) to Sr. Management and show on black and white what made more money. Now you are cooking with gas.

This is a very risky approach and you can step on many toes but my successes within online sales and conversion is as follows. At the end of the day it is the bottom line that counts – Did the company make or lose money? Once you have the hard data on what has worked, showcase it professionally and be delicate about it. No one has done anything wrong. BE DIPLOMATIC!!

You (as the online sales guy) are simply helping to fix the situation but it might not be perceived as so. You need to show that there are 3 or more concerns at stake (like I listed above). These 3 teams must communicate with each other or you might as well close shop or get a new job. This might sound like a rather “harsh approach” but it is a difficult situation. Sr. Management must adress it quickly.

Remember it boils down to bonus ($$$) and what motivates people to come to work. Makes things pretty or make money? Can we do both? Yes you can! Team work!!