Depesh Mandalia

About Depesh Mandalia

You’re (still) not tracking CPA properly and here’s why

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker (1838-1922). Are we any closer to answering that fully in 2017?

Calculating CPA (cost per acquisition, also referred to as CPL – cost per lead) is a challenge. But tracking the cost of your first acquisition point (which may be a lead or a customer) is essential in understanding marketing channel efficiency and equally marketing-mix efficiency.

How and why you should tame the CRO beast

Conversion Rate Optimisation (CRO) is the process of understanding pain points associated with a conversion path (e.g. from click to sale, lead or other important business metric) and creating test hypotheses from which to create incremental growth.

If you analyse incoming traffic sources, device usage and perhaps other segments like country of visit, recency, bounce and exit rates via your analytics tool, you’ll quickly discover some interesting data points. 

How to use discounting without harming your business

Not all discounting strategies have to result in doom and gloom for your business. I wouldn’t advocate discounting to simply drive sales, but to be part of your marketing strategy.

Think of the long-term impact of your discounts and promotions. Is is sustainable? Can you grow your business without discounting?

One-size doesn’t fit all with discounting strategies and you should test and learn to maximise profitability and revenue.

But do so with one eye on the perception and future growth of your business.

merchandising

Five basic tips on merchandising and conversion

Merchandising a website takes many forms and is often considered separate to conversion management, but they are in fact deeply integrated.

If you’re selling a physical product which requires delivery then merchandising activities could evolve around the category, product, range, accessories and indeed delivery itself.

If you’re merchandising a less-tangible product like a service or piece of software, you could merchandise a need, benefits, the service, related products as well as payment options.

Having been asked a few months back to create a presentation on basic merchandising tips I felt compelled to share them with fellow marketers.