Most internet marketing projects, including conversion optimization A/B testing or Multivariate testing, will require the IT (Information Technology) or IS (Information Systems) department to get involved. For marketers, this can often be an uncomfortable step for several reasons. Marketing and IT have different:

• Objectives. IT is responsible for mission-critical systems and has a successful day when technical status quo prevails whereas marketing isn’t successful unless something dramatic happens that causes a whole lot more people to buy.
• Personalities. IT sometimes views Marketing as frivolous, flightly and irrational (which they sometimes are) and Marketing can’t understand why IT is so risk-averse and introverted.
• Communication. Marketing thinks optimistically about hordes of people piling onto the website and crashing the servers while IT dreads the same scenario.
• Time orientation. Marketing measures the implementation of initiatives with days and weeks whereas IT may spend a majority of their time on infrastructure projects that will take months or even years to complete.

So, how do you as an online-savvy marketer get the IT department on your side to implement Conversion Optimization?

Here are our top tips for moving your project onto the front-burner.

1. See it from their perspective.
   As in any sales engagement, begin with empathy. If they sense that you understand their situation and support them in ensuring their critical systems are secure, you have a better chance of getting their support.
2. Get them involved early.
   The IT department has a lot of demands on their time and may not want to be in on the website planning meetings, but there are good reasons we always recommend having them in on our Kaizen Method™ sessions. At least, if they’re involved early they can decide how much involvement they want to have and can identify technical issues early, potentially saving time.
3. Get buy-in from the VP level or above.
   As with any major project, senior level support can be a determinant of success or failure. Even better if you can get senior buy-in from Marketing/Sales and IT.
4. Change only what’s necessary
   When we’re starting our first A/B or multivariate testing round with a client, minimizing the technical impact is always a significant consideration. We know we can solve any technical implementation challenge, but it’s even better to avoid them with planning.
5. Buy a drink and be a friend.
   You may not think you have a lot in common with your friends in IT, but you may learn a few things if you allow yourself. This should not be as much about getting your project implemented as genuinely connecting with someone else. Making the effort will give you insights that will help you be a more effective bridge between departments and asset to your company.
6. Bring in support.
   In a company with an over-worked IT department it often helps to bring in technical implementation services for individual projects. Specialized experts can also answer technical questions and bring assurance with a history of successfully implemented projects. If you tell IT, “It’s simple to install.” you probably won’t get the same response as if an expert can demonstrate how similar technologies have worked for others.

The payoff for Conversion Optimization usually produces incredible return on investment but the technical challenges, although deceptively easy to solve, can encourage inertia and stall progress. The importance of strong working relationships between Marketing and IT should not be underestimated so that these important projects are given a chance to overcome obstacles.

Note: If you’ve been considering increasing your conversion rates with page content and layout testing but don’t know where to start or have hit technical challenges, our conversion optimization experts would be happy to help.