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Closing the Loop on ROI: Paid Marketing + CRO

Duration - 40 minutes

Key Takeaways

  • Consider implementing a strategy where customers who have bought bundles or box subscriptions are further sold other one-time products. This can increase Average Order Value (AOV) and customer interaction.
  • Experiment with different types of bundles and A/B testing to see what works best for your customers. This can involve changes in UI or the types of products offered in the bundle.
  • Use videos to promote the benefits of your products. This could involve a short video detailing a customer's journey using multiple products over a few months. This can help potential customers visualize the benefits of purchasing a bundle.
  • Leverage influencers to promote your products on social media. This can help reach a wider audience and increase brand visibility.
  • Continually test and refine your strategies based on data and customer feedback. This can help ensure that your strategies are effective and meeting your business goals.

Summary of the session

In the VWO webinar, Gary Marx from Roundbarn Labs, a Senior Director of Conversion Rate Optimization, shares his insights on coordinating paid marketing and Conversion Rate Optimization (CRO) for higher returns on ad spend. He discusses the importance of getting users through the funnel quickly, using tools like VWO for creating responsive versions of websites, and eventually developing dedicated landing pages.

Gary also recommends five tests based on different channels, which he suggests are crucial for businesses to focus on. The webinar concludes with a Q&A session, where Gary addresses questions about prioritizing development tasks. He suggests aligning requests with business goals and demonstrating how these requests can contribute to achieving these goals, such as increasing the return on ad spend. The webinar was interactive, encouraging attendee participation and fostering a conversation around the topic.

Webinar Video

Webinar Deck

Top questions asked by the audience

  • How does the data studio picture work with customer behavior around ITP, cut cross-device behavior, and the attribution for the paid social and Facebook.

    - by Andreas
    So attribution would be a whole other conversation that we could do a webinar all by itself. There are some fantastic tools, and we do some great data analysis with our business intelligence analytics ... team. In Google Data's, studio photo here, we are focused on the last touch attribution here, but you'll notice we have prospecting and retargeting for this funnel here. So it's taking a look at both the first touch, and then retired and getting you just to come back after they've seen it. Really good question.
  • What tips and tricks do you have to get the the developer in IT department to prioritize your A/B Test? Even though we have a great hypothesis and, a high score method, it's hard to get the department create to a variant, considering I don’t have the required JavaScript and web developer skills.

    - by Andis
    Okay. The business goals are a really great place to focus on if you're making a request that's in support of the business goal. Let's say we could talk about ROAS here with an example. If we wanna in ...crease the return on the ad spend on the marketing team from 5% to 5.6%. Then the request to have a developer do something in order to support that goal would be worth x amount of dollars to the company. When we're looking at the revenue for paid and the way that they pitch it, this is part of that setting of expectations. Okay. We need the following resources in order to deliver this ROAS. that's part of our pitch as well. And that goes into pricing, that goes into telling them how it's staffed up, the coordination, all those things. It could help out very much with your developer. But if you have a spending budget, and you need a certain amount of revenue, but can't achieve that revenue without the support of a developer, then outlining what those tasks are for the developer and how much they would drive potential value for the company could be a way of selling people on it. Otherwise, for a tool like VWO, there are ways to use it without having a developer or getting even a budget to hire a developer from outside. That can work in VWO so that they're making changes only on the front end as the page loads rather than pushing code to the back end. which some clients and some organizations may have more challenges with.


Disclaimer- Please be aware that the content below is computer-generated, so kindly disregard any potential errors or shortcomings.

Divyansh: Hi. Hello, everyone. Thank you so much for joining the VWO webinar where we always try to upgrade and inspire you with everything around experimentation and conversion rate optimization (CRO). I’m your host, Divyansh. I’m a marketing manager at VWO, a full-funnel website experimentation platform. ...