tag:econsultancy.com,2008:/blog/authors/depesh-mandalia Posts by Depesh Mandalia from the Econsultancy blog 2017-04-11T13:05:00+01:00 tag:econsultancy.com,2008:BlogPost/68983 2017-04-11T13:05:00+01:00 2017-04-11T13:05:00+01:00 You're (still) not tracking CPA properly and here’s why Depesh Mandalia <p><strong>“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?</strong></p> <p>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.</p><p><a href="https://econsultancy.com/blog/68983-you-re-still-not-tracking-cpa-properly-and-here-s-why/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66655 2015-07-06T09:25:00+01:00 2015-07-06T09:25:00+01:00 How and why you should tame the CRO beast Depesh Mandalia <p><strong>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.</strong></p> <p>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. </p><p><a href="https://econsultancy.com/blog/66655-how-and-why-you-should-tame-the-cro-beast/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/66477 2015-05-26T09:55:23+01:00 2015-05-26T09:55:23+01:00 Pre-consideration marketing: the future, now? Depesh Mandalia <p><strong>Paid ads have historically targeted in-market consumers, but today's growing ad platforms are moving closer to passive consumers: the larger audience that are yet to make a purchase decision. </strong></p><p><a href="https://econsultancy.com/blog/66477-pre-consideration-marketing-the-future-now/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/64782 2014-05-05T17:11:02+01:00 2014-05-05T17:11:02+01:00 How to use discounting without harming your business Depesh Mandalia <p><strong>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.</strong></p> <p>Think of the long-term impact of your discounts and promotions. Is is sustainable? Can you grow your business without discounting?</p> <p>One-size doesn’t fit all with discounting strategies and you should test and learn to maximise profitability and revenue.</p> <p>But do so with one eye on the perception and future growth of your business.</p><p><a href="https://econsultancy.com/blog/64782-how-to-use-discounting-without-harming-your-business/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7978 2011-11-10T10:07:00+00:00 2011-11-10T10:07:00+00:00 Five basic tips on merchandising and conversion Depesh Mandalia <p><strong>Merchandising a website takes many forms and is often considered separate to conversion management, but they are in fact deeply integrated.</strong></p> <p>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. </p> <p>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.</p> <p>Having been asked a few months back to create a presentation on basic merchandising tips I felt compelled to share them with fellow marketers.</p><p><a href="https://econsultancy.com/blog/7978-10-basic-merchandising-tips-to-increase-sales/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p> tag:econsultancy.com,2008:BlogPost/7736 2011-07-05T11:02:00+01:00 2011-07-05T11:02:00+01:00 MVT: three things to consider before choosing a solution Depesh Mandalia <p><strong>For many, Multivariate Testing is an as yet untried website optimisation tool, but it isn't as complicated as it looks! </strong></p> <p>Here are three considerations for choosing an MVT tool.</p><p><a href="https://econsultancy.com/blog/7736-mvt-3-things-to-consider-before-choosing-a-solution/?utm_medium=feeds&amp;utm_source=blog">Read more...</a></p>