Ask the question, what's working?
Written by Chris Barling
Thursday, 28 April 2011 00:00
It’s a sad fact that when it comes to marketing, the anoraks are in the driving seat. Although being creative is crucial, the way to success is to measure the results and put the next round of money where you got the most results last time. So measure everything you do, and try to find out where all your leads and customers come from.
When visitors buy from your site, make sure you post a question there asking how they heard about you, or use technology that tracks this automatically. As a general rule, you should use a quarter of your capacity for testing new ideas and variations.