Phase 1 – Onboarding
In the first phase, we do;
- Audit & Fixes
- Finding Opportunities Research based on existing data
- Prepare a 3-month execution plan
Phase 2 – Figuring Out Period
1. Run Experiments to find
- Hero product
- Winning creatives
- Profitable Funnel
2. Profitable Funnel
TOFU (Top of Funnel) -> Drive Traffic
- Purpose – > Figure out the relevance of the audience without the intent of the conversation
- Benefit – > It’s cheap traffic
MOFU (Middle of Funnel) -> Encourage “Add to Cart” actions
- Purpose – > Figure out the audience without the intent of buying. Retarget them with the specific campaign to pursue for sale.
- Benefit -> Profitable audience-building process
BOFU (Bottom of Funnel) -> Push for “Complete Payment” actions
- Purpose -> Figure out why the customer is not paying even after adding the product to the cart.
- Hint -> It happens because of a lack of trust in the brand. We fix this by increasing trust signals.
3. ROAS Optimisation
1. Campaign Optimization
This is art and science we love to do to increase ROAS by combining
Hero Product X Winning Creative X Profitable audience
2. Average Order Value
- Increase average order value (AOV) to increase ROAS
3. Retention Marketing
- Upsell, Cross-sell, repeat sale to increase ROAS
4. CRO Chain
- There is a hidden chain of events that can be optimized for CRO (Conversion Rate Optimisation). Its a secret that a few experts focus on.