Increasing Campaign ROI

Ecommerce and Analytics

One of the more commonly overlooked areas of digital campaigns is conversion optimization. This focuses on engineering media content and continuously updating this content through the use of A/B testing and customer persona updates.

Key areas of my experience include:

customer ads targeting
classifying key campaigns
identifying content mismatch
creating customer personas
convenient checkout (UX)

Analytics is an important part of the Paid Ads optimisation and helps improve the Click to Conversion Rate for both Facebook and Google Ads.

Customer Personas

Worked on customer personas for multiple brands in various industries and marketplaces.

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The benefits these customer personas provided were:

further refine demographic segmentation of ads
create targeted ad copy, identify ad hooks
remove any barriers to conversion based on content

Where I am not directly managing the setup and execution of the digital ads, I am able to help drive optimizisation for all ads based on my strong ability to understand data using Google Analytics. Integrating these data sets with others from Adwords and Facebook allow me to guide the ads team in their planning process.

Campaign Performance

Creating reports to guide digital ads teams with content optimiztions and A/B marketing strategies.

Key Campaigns/ Optimizations:

create higher conversion landing pages
refining campaigns, create more accurate goals and targetting
visualize demographic groups and segment behavior
map traffic flow by campaigns to understand customer flow
identifying pages where retargeting ads would prove beneficial

This type of optimization helps both paid ads campaigns as well as any social media or influencer campaigns we may have. It’s also an important method for content marketing.

Optimizating Landing Pages

Managing the development of content, websites as well as copywriting are skillsets that enable me to help brands lower bounce rates by an average of 10%, helping improve ‘add to cart’ and ‘go to checkout’ conversion rates.

Using GA and heatmap analytics to identify pages with high bounce rates and then evaluate why customers are choosing to leave without further browsing and if they have engaged with the content. This allows me to put in place a thorough A/B content testing plan for improving conversion/click to conversion rates.

Convenient Checkout (UX)

Utilizing a key strength of customer empathy, to view and evaluate content from a customer’s perspective. Identifying areas of content confusion, low motivators /drivers to conversion, barriers, and under-performing Click to Action (CTA) buttons.

Creating goals for different types of conversion i.e sales, newsletter signups and/or downloads of files, able to implement final conversion goal and identify path/funnel stages customers use to get there, thereby identifying underperforming stages and plan further optimization.

The use of sales goal funnel also enables me to better craft abandon basket emails and make them more personalized based on the product, time/day and stage of abandon cart, further increasing a site’s conversion rates.