In this episode we focus on how to nail your 2023 paid strategy. This is the second of a 2-part series where we take a look at a broad range of topics that will be important to get right in the upcoming year. We will look specifically at what to consider when hiring external vendors, how to optimize your conversion rate and why first party data collection is going to be key.

Topics Covered

Hiring external vendors vs. in-house

• The importance of team size and resources for how you make decisions
• The quarterback model of one internal person managing lots of partners
• External vendors can give you insight into the market and are learning faster than in-house
• Why partner experience can help you avoid costly mistakes
• Complexity of managing multiple stakeholders and communication challenges

Conversion rate optimisation & AOV improvements

• Monitoring your funnel steps and minimizing leakage
• The sunset of Google Optimize
• How landing pages, product pages and other parts of your site interact to drive conversion
• How to make sure you pick the right setup for your size and resources

First party data collection

• Is Email still the king of retention and engagement?
• How to engage leads using discounts and increasing user commitment
• Asking the right questions to effectively market to your list
• The importance of a real email nurture programme
• Lead forms vs. landing page and the quality vs quantity trade-off

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