I’m in a bit of a pickle, the owner of my company had a ‘brilliant idea’ to offer an extra service. I fundamentally disagree with this idea, but as a marketing manager I understand I am working for him and need to respect his decisions at some level. However, the more I think about it I disagree on this idea on a personal value level. On top of this I think we will lose at least 20-30% conversion. So I am also fearful that in the long-term I will put my own team and their jobs at risk. Do I know for certain we will lose 20-30% conversion no, I can’t prove it but I feel it in my marketing gut.
So what does he want to do? He wants to add an extra step in the checkout process that leads you to an external website he made, where you can use an extra service before you can buy the product we are selling. This extra service could add some value to the product but sending people to an external website is already a conversion killer and especially as a mandatory checkout step. We don’t have the ability to AB test as our website is custom-made by a developer team who don’t have the capacity to build an AB test option.
What should I do? The decision has already been made and the developers are already working on said ‘brilliant idea’.
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