Your marketing staff.
Good testing and optimization focus on a single goal: Reducing the cost of acquisition for every transaction. Your current marketing team is focused on finding the traffic and targeting visitors in the most cost-effective way. So the marketing team should have the power to get more out of their marketing spend by testing and targeting.
"Marketing should decide what their goals are, what variables they're going to test, and how long the tests should run," says So Young Park, Director of eCommerce and Direct Marketing for A&E and the History Channel.
Whether they are acquiring customers through paid search, SEO, general branding, affiliates, or otherwise, your marketing staff should be asking not only how much each lead costs, but how many of those leads the site can convert. An inseparable part of this equation is whether you are showing the right offer—in the right way—to these leads.
Organizations that optimize the offer and its presentation to specific prospects in order to maximize its effectiveness stands to gain the most from testing.
For example, an email marketer deals not only with the creative and product selection for the email, but is often required to depend on his own "gut" to figure out what should be included. A simple testing strategy can simplify the choice of the most effective offer and improve the email's performance.
Wherever you are sourcing your leads, the natural questions should be "how much" and "how many." When marketers control the buy and optimize the offer, they win.
