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.