As a co-founder of an eCommerce startup in a highly competitive industry email database , I quickly realized that we had to move beyond the basics of marketing optimization and test some advanced techniques to improve our ROI.
After much trial and error, we found few tactics that were really effective. Although our startup did not survive, the learnings I took away from our extensive experimentation and optimization were priceless. In this post, I will cover some of the techniques that worked really well for us.
Before I share these tactics, I would like to point out that it is crucial to achieve a high level of alignment between your marketing, engineering and product teams. Your engineering team should understand marketing and your marketing team should understand the technology. In today’s world, technology plays a significant role in marketing optimization and it is important for your teams to have that common perspective. All marketing channels are not equal. Visitors from different channels (or campaigns) are typically in different stages of purchase cycle and have different aspirations.
For example, visitors coming from your affiliate channels that focus on coupons are more likely to be interested in exploring discounted products. On the other hand, visitors coming from Display channels such as Facebook might need some inspiration and education before you barrage them with pricing and transactional information ceo email list . Many marketers spend a good deal of time optimizing the initial landing page to make sure it is relevant to the campaign that brought the visitor.