There’s a lot of talk in the direct-to-consumer (DTC) world about ad campaigns not converting and delivering low return on ad spend (ROAS). The landscape has required brands to focus more on developing relationships with consumers before they convert, which starts with awareness (i.e., top-of-the-funnel advertising).

In part two of a three-part video series on how DTC leaders can strategically drive revenue, Sam Baker, owner of Sam Baker Consulting and a Women in Retail Leadership Circle consultant member, discusses why your DTC campaigns may be underperforming and why that might be a good thing. She discusses how the DTC space is changing, why your first campaign may not be successful, how to approach this kind of testing, and utilizing testing effectively to grow your brand and ROI.

DTC leaders can learn more by downloading Baker’s free whitepaper, Optimizing DTC Marketing Through Strategic Testing. This whitepaper is designed for DTC leaders who want to learn how to uncover their brand’s unique, winning formula, and that testing is the way to uncover that formula.

Baker transforms underperforming e-commerce sites into powerful selling tools. She helps her clients generate double-digit incremental revenue each year. Baker’s e-commerce background includes web optimization at Abercrombie & Fitch, digital marketing at Vera Bradley, and consulting clients such as Under Armour and Intercontinental Hotel Group. Her consultancy specializes in A/B testing, UX improvements, and retention and acquisition strategies.

View part one of Baker’s three-part video series, DTC Leaders: What You’re Getting Wrong About KPIs, here.