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5 Online Marketing Tactics I Learned From My Previous Startup

February 10, 2017

By Today’s Industry Insider


As a co-founder of an eCommerce startup in a highly competitive industry, 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.

Tactic 1: Customize Website Experience Based Upon Visitor Personas

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. 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.

But what about optimizing the rest of the website based upon the visitor’s context?

We found that making subtle changes to the entire website content based upon visitor’s persona (associated with the marketing campaign) resulted in over 20% increase in conversion rate. For example:

  • Automatically changing the product sorting algorithm on category pages based upon the type of the campaign that brought the visitors (e.g. automatically showing highly discounted products on top of category pages if the visitors came from “deals & discount” focused campaigns).
  • Automatically “injecting” dynamic content through out the website based upon the visitor persona (e.g. Showing “Trendy” and “Lookbook” content to visitors coming from Lifestyle oriented Display FB campaigns).
  • Dynamically updating the homepage banner sliders based upon the visitor persona (e.g. if the visitor came from “discount” focused campaign, automatically show the “Sale” focused homepage banner as the main banner).

You don’t need to invest in a highly sophisticated personalization technology to implement these dynamic capabilities. In our case, we used Google Tag Manager to setup above rules to update dynamic content throughout the website. Here are some steps to implement dynamic content for your website visitors using Google Tag Manager:

  • Come up with 4 or 5 distinct personas that represent your target customers. (See example below)
  • Once you have the personas defined, tag every campaign and Ad Set with the appropriate persona. For example, if you use UTM tracking for your marketing campaigns, you can pass an extra variable in your URL …read more

    Source:: Kiss Metrics Blog