Dusko Koricanac

In January 2024, I joined the eCommerce brand Swanwick Sleep as a marketing manager. Their flagship product, blue light-blocking glasses, could be seen on top athletes worldwide, including Tottenham Hotspur, Minnesota Vikings, New Orleans Pelicans, etc.

I implemented the internal processes to enhance efficiency, completed the team by hiring additional contractors, and established the specific goals for 2024. Our primary marketing channels were email marketing, paid ads (Google and Facebook), social organic (Facebook, Instagram, and TikTok), and affiliates. I implemented an analytic approach and also ran a series of A/B tests.

As a result, the brand owner’s annual goal of 10% was easily overachieved.

In January 2024, I accepted the offer from the brand Swanwick Sleep to analyze their marketing initiatives and improve results. My goal was to prioritize initiatives by their impact on revenue, fix them one by one, scale up, and then hire and train a junior to take over.

I took accountability for email marketing and spent three months implementing the best email marketing practices. I started with list cleaning and database segmentation, then created a promo plan for the entire year and set the targets by quarters and months. I crafted a professional-looking email template and improved the content and graphics quality. Additionally, newsletters were implemented, and the existing flows were improved through email automation.

During the SEO audit for the brand Hiccapop, I noticed that the bounce rate for mobile users on the home page was significantly higher than for desktop users. I conducted thorough research to analyze the cause of this discrepancy. I discovered the reason was the content block on the top of the page and the inability to see products without scrolling.

I hypothesized around that and created an A/B test where a test variation showed products on top and content moved down. The results were successful: the bounce rate for mobile users improved by 19.58% and the change also improved the revenue per session (RPS) from $1.34 to $2.37. Considering the unusual increase, I ran a validation test; it showed an even higher increase to $2.50.

Based on a quantitative analysis showing lower conversion rates from the pricing page compared to industry standards and the visual observation of the page elements, I created a hypothesis around the text block at the top as a possible cause. With that text block at the top of the page, product names and main call-to-action (CTA) buttons were only visible when scrolling on regular laptops. Since CTA visibility is one of the leading marketing postulates, I created my hypothesis around it. The variation page eliminated the text block and offered products and prices at the top of the page. As a result, after 1,000 unique visits to each variation, the number of button clicks increased by 35.06%.

As a marketing manager at Swanwick Sleep, I implemented an analytical approach to marketing and CRO as a separate discipline. The key criteria for every test were the significant impact on revenue, easy implementation, and precise tracking. The process started with analyzing the data and creating a hypothesis, then designing the variants, starting the test, and eventually analyzing the results after collecting the solid sample. All tests were well documented (link above).

This project involved working on a SaaS brand, PDF2XL, to analyze SEO efforts. After discussions with the brand owner, I learned that SEO had been deliberately neglected.

I tested a stereotype, performed an SEO audit, implemented a technical optimization, and deployed one brand new comprehensive content strategy. After only two months, the website’s organic traffic share increased from 12.59% to 23.16%. Also, the number of organic leads compared to the same period in the previous year increased by 43.87%.