Forbes recently shared a story from David Gaz. He’s an agency founder and creative director who has been around the block. Sometimes that block is called “failure.” He recounts a clients paid media campaign going terribly wrong and shared what he calls the “Wheel of Fortune” marketing process.
The Formula:
- Develop a strategy.
- Apply this strategy to your ads.
- Apply your strategy to a landing page specifically created as a destination for the ads.
- Look at the heatmap and analytics data, and adjust.
The Second Spin:
- Adjust the strategy based on insights from the heatmap and analytics data.
- Apply the revised strategy to the ads.
- Apply the revised strategy to the landing page.
- Look at the heatmap and analytics data, and adjust.
- Then rinse and repeat.
The “Fortune” Takeaway:
It’s a formula that sound familiar, right? The thing is that so many marketers skip one or two of these simple steps due to budget or assumption. Especially when it comes to analytics.
Treat your analytics like a video game.
The heatmap shows you the parts of the page where people spend most and least of their time. The object of the game is simply to get people to scroll to the bottom of the page or click on buttons.
So to get people to do that, you’ll have to move the pieces of the puzzle around on your landing pages and messaging.
Just like Wheel of Fortune, you may have to start with guesses based on a topic before you’re ready to solve a puzzle. Either way, you make educated decisions as you go.
Check out the full article for more details from David and his experience in optimizing campaigns.
