Optimize your DTC ROAS via constant testing Manbir Sodhia, VP of Growth Marketing at ŌURA

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2y ago 38:33

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Why would you spend more when you can spend less for better results? That’s the question Manbir Sodhia is constantly asking himself. As the VP of Growth Marketing at Ōura, his goal is never to stop improving his ROAS, which he does by treating every campaign like an experiment. Manbir is constantly running various forms of tests. He’s got standard A/B, multivariate, canary, and a lot more, but his big focus is incrementality.

And when it comes to getting customers down the funnel, Manbir has also got a keen eye on the customer journey. He’s pushing conversions by optimizing the customer experience via qualitative data from tools like Fullstory.

Main Takeaways:

How Manbir is utilizing incrementality to increase his ROAS
Why a variety of tests is optimal and which types you should know about
How to optimize the user experience to improve your funnel

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