Now that you’re in the thick of your media campaign, don’t sit back and wait for the sales to come in. You still have plenty of work to do.
You have to monitor your results. You need to see which pages on your site are receiving the most visitors. Which ones are like Astroturf in the Sahara – they stand out and are getting tons of attention? Which ones are standing in the corner of the party alone, with no one to talk to? Are your site’s links working properly? Which of your media buys is giving you the best bang for your buck?
Then it will be time to tweak. You’ll want to give a thought to multivariate testing and see which components of which pages have the better content variation. Your split tests will help you determine if, for example, a “Buy It Now” button gets you more sales than a “Download Here” button (or vice versa). And if the “Buy It Now” is the clear winner, does the button do better if it’s at the top right of the web page or at the bottom middle?
Are some banners or ads performing better than others? Are all your placements converting equally or are some pages / placements converting better? If so, reallocate your budget to those however be sure you are confident that you have seen enough data to reliably make these decisions.
Do the monitoring and tweaking once, twice, three times. Then do it again. Keep doing it until your campaign is over.
And then you’ll look at your results. I’ll talk about that in my next post.
About Hartland Ross
Hartland Ross is an online marketing strategist, entrepreneur, and founder and president of eBridge Marketing Solutions - an online marketing agency and consulting firm catering to technology companies.
An expert in the principles of marketing, strategy and business development, Hartland began his entrepreneurial career in the building materials industry as a successful franchise owner and operator. He followed this up with a stint in the pulp and paper industry before landing positions with two different internet marketing startups in the online advertising sector. He then took his online success and moved on to become VP of Sales and Marketing for a national training and development company.
Considered a pioneer in the online world, Hartland has been working in the sales and marketing of web based technology companies since 1999. He is well recognized and regarded in the hosting industry and to date has worked with over 150 web hosting companies providing business growth, marketing strategy and industry direction advice and recommendations.
With 15 years of business development experience, plus over 10 years experience in working specifically with technology companies, Hartland is a sought after speaker and online authority who is often interviewed and quoted in various industry related case studies and articles.
Corporate philanthropy is also top of mind for Hartland who believes it's important to give back to his community. Hartland is a past board member of Young Entrepreneurs Association and is an active mentor for Junior Achievement helping our youth become the business leaders of tomorrow.
A graduate of UBC, Hartland holds a Bachelor of Science degree and a Master degree in Business Administration with a focus on Business Strategy.
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