Every time you visit a website, you are asked permission to record cookies, right?

Ever wondered what that actually is?

Probably not, because who has the time, right? But cookies are one of the most important features on any website and help it stay afloat. Cookies are small packet of data that is dropped on your computer (with your permission, of course) and helps the website track your activity on that website.

This definitely sounds like someone is tracking what you do on the internet. This is why only about 23% of people responding to a survey in the UK said they would opt in to use cookies. 

In reality, cookies only track your activity on the website that dropped it. In addition, the activity that they track helps the website understand the behavior of all its visitors. With this understanding, they continually improve their design and user experience to cater to you even better. Moreover, when you shop on a website and add things to your cart; that too is only possible because of cookies.

The Confusing World of Conversion and Metrics

In essence, most of what happens on the internet and the effort that website hosts put in, is to gain conversions. A conversion is when a visitor to your website completes a desired action.

The action could be anything from a range of different possibilities. These possibilities can stem from a number of metrics. Perhaps your desired goal is to get more and more people to click on a link, you can create a metric out of that and mark it as a conversion everything a visitor clicks on the link. It is that simple.

But that is as far as it goes for simplicity in the world of conversions and metrics. As a website host, getting these conversions and metrics is complex and often frustrating. Among the many different techniques that different service providers use, one particularly important one is called custom branding.

What is Custom Branding?

Custom branding is a concept that not every website has to deal with. It mostly depends on the tool that you use to customize your website or include added plug-ins. In addition, there may be cases where the concept does not relate to websites entirely! In such situations, custom branding meaning may vary.

In context of a website, it refers to your efforts to customize the entire interface according to your brand identity. This will then only include your custom branding logo and brand colors rather than any third party’s. This is especially applicable in case of add-ins on the website.

The concept may also apply to industrywide software such as Power BI. In these cases, you can customize your dashboards with the color of your brand and include your embedded custom logo in all the reports.

Why Does it Even Matter?

But why is it so important to have the same colors and the logo everywhere? Why can’t you just keep things simple and use any free tools whenever you find them?

The answer is one word: Consistency.

According to a report by Lucidpress, a consistent brand presentation is known to increase revenue by up to 33%. In addition, it has also been found that about 70% people believe that consistent branding is highly important for communicating with existing customer. On top of all that, it has also been seen to have huge impact on employee morale.

Conclusion

In conclusion, it is evident that custom branding and having to buy logo which are customized  can have huge implications for your business. However, the concept is a little too much to wrap your head around for laymen. Still, no effort is too much when it comes to managing conversions!