MEASURE AND REFINE
With a perpetual beta strategy in place, optimization of the website never stopped. Email nurture campaigns, including discrete landing pages, were launched, monitored and refined. Marketing offers were tested, as was the language of each individual offer.
Metrics—website engagement, lead generation, and efficacy of marketing campaigns—were tracked on a weekly, monthly, and yearly basis within a Grafik-created reporting and benchmark scorecard. The results speak for themselves.
