Leveraging Data to Improve Ad Performance

We focus on Subscription to Conversion from people that sign up via our popup forms because these people are signing up willingly to unlock an incentive in consideration of making a purchase.

This group typically converts at a rate that is much higher than those that don’t subscribe for an offer.

If we can’t convince this group of people to convert, we’re going to have a hard time getting normal traffic to convert.

The goal of data collection is to understand the difference between what makes someone more likely than another to purchase from you.

Collect Zero Party Data across different parts of the journey to improve different parts of your customer journey.

Improving your Ads

The main expense for most ecommerce brands is their ad spend and their Cost to Acquire a Customer.

So we need to look at what makes a subscriber more likely than another subscriber to purchase.

On your landing pages, create a popup.

How to use data to improve your ads:

On your landing pages, create a popup form with an offer that's really good.

Use a Formtoro form so that you can ask a few questions and include a coupon code that's auto-applied to the cart.

Then ask a few questions with our live data collection.

"What about our ads made you visit today?"

and we ask

"Why are you in the market for our product category?"

Then we take those data points and look at what answers are driving the most revenue and conversion rates along with...this is important, this is the contextual information you need to make these decisions, this is the gap of most every software out there. (I'll keep screaming about this!)

"What matters most to you in our product category?"

Guess what ads we create more of?

People make marketing way harder than it needs to be, like miles harder than it needs to be, if you have this information, create these ads, have a good offer, and you're still not getting sales, you don't have a feasible business.

This is a closed feedback loop that hedges against most risk of testing and worthless spend.

It's not an attribution thing either, on the vast majority of paid networks you can't actually control who sees your ads, that's up to the platform.

Your goal is just to speak to the highest quality audience, with the proper messaging.

That's it.

If the messaging is good, it should work, if it aligns with what drives revenue and conversion but still isn't showing results, tweak the messaging within the parameters to unlock something better for the audience.

For a full breakdown of how you can leverage data, check out: https://youtu.be/LaDEcmTEoKE