Marketing R&D: How to Solve Your Conversion Rate and Cost Per Acquisition

I’ve been chatting with several investor friends on Shine’s progress over the last few months and how we’ve been doing during COVID-19 crisis. One thing that they are surprised by is our continued traction in revenue, margin, and lowering customer acquisition costs.

I’m often asked, How did you achieve those results?

My response is extremely bland and boring along the lines of daily metrics, testing ads, split testing, new creative. This is the same answer google brings up when searching on how to improve conversion rate and lower cost per acquisition. So, I’m going to use this post to explain not what we do but how we do things and why we do it.

What is Marketing R&D

Everyone understands what product and technology R&D is. Engineers and scientists trying new things to find the next big product for a company to sell to its customers. Investors look at R&D expenses to understand how the company is reinvesting in future growth and profits. It is well understood that product R&D costs will yield revenue and profit at a future date.

Now let's look at marketing. People think marketing costs as very short term investments that should yield immediate results. Many investors expect to see all marketing costs…