Today, we’re thrilled to sit down with Milena Traikovich, a seasoned expert in demand generation who has dedicated her career to helping businesses craft powerful campaigns that attract and nurture high-quality leads. With a deep background in analytics, performance optimization, and lead generation strategies, Milena has become a trusted guide for brands looking to transform their digital presence into measurable growth. In this conversation, we dive into her unique approach to enhancing the customer journey, solving conversion challenges, and fostering collaboration in the fast-evolving world of e-commerce.
How do you define the importance of the post-click experience in a customer’s journey, and why do you believe it deserves more attention than it often gets?
I think the post-click experience is where the real magic happens. So many marketers focus on driving traffic—getting that click on an ad or a link—but what happens after someone lands on your site is what determines whether they stay, engage, or bounce. It’s about creating a seamless path from interest to action, whether that’s a purchase, a sign-up, or just building trust. If you ignore this part, you’re essentially leaving money on the table because you’ve spent all that effort to get them there, only to lose them due to a clunky interface or unclear messaging.
What strategies do you use to pinpoint the critical touchpoints in a customer’s journey once they’ve arrived on a website?
I start by mapping out every possible interaction a customer might have after landing on the site. This includes analyzing data from heatmaps, session recordings, and user feedback to see where people drop off or hesitate. For instance, is the checkout process too complicated? Are they abandoning their cart because of unexpected shipping costs? Each touchpoint—like a product page, a pop-up, or even an email follow-up—is a chance to either win them over or lose them. I prioritize optimizing the ones with the highest impact based on data and user behavior.
Many marketers focus on driving traffic but leave conversion to the client. How does your approach differ in turning visitors into loyal customers?
My approach is all about ownership of the entire funnel, not just the top. I don’t stop at getting someone to the site; I work to ensure that every step after that is designed to convert. This means crafting personalized landing pages, streamlining navigation, and using targeted messaging that speaks directly to the visitor’s needs. I also focus on post-purchase engagement—things like follow-up emails or loyalty programs—to turn a one-time buyer into a repeat customer. It’s about building a relationship, not just closing a sale.
Can you break down what you see as a common ‘conversion problem’ for brands, and how you typically help address it?
A lot of brands struggle with a disconnect between their marketing efforts and the actual user experience. They might have a great ad campaign, but when someone clicks through, the landing page doesn’t match the promise, or the site is slow, or the call-to-action is buried. I help by auditing their digital presence from the customer’s perspective, identifying friction points, and implementing fixes. This could be as simple as clearer copy or as complex as redesigning the checkout flow. The goal is to make every interaction feel intuitive and valuable.
As someone who designs strategic marketing solutions, how do you align a brand’s self-perception with the actual customer experience?
I often find that brands see themselves differently than their customers do. They might think their website or product is user-friendly, but the data and feedback tell a different story. I bridge that gap by diving deep into customer insights—surveys, reviews, and behavior analytics—and then presenting those findings to the brand in a way that resonates. I help them see their business through their customers’ eyes, and from there, we rebuild or refine their digital touchpoints to match customer expectations while still reflecting the brand’s core identity.
How do you encourage brands to shift their focus from their own perspective to prioritizing the customer’s needs when designing digital experiences?
It starts with education. I show them real examples of how customer-centric design drives results—higher conversions, better retention, and more positive feedback. I also use competitor analysis to highlight where others are succeeding by putting the customer first. Then, we collaborate on creating user personas and journey maps to keep the focus on who’s actually using their site or product. It’s about fostering empathy for the customer at every decision point, from layout to messaging, so the brand starts thinking, ‘How will this make their life easier?’
How has your background shaped the way you approach digital marketing and lead generation today?
My early career in analytics gave me a strong foundation in understanding data, which is critical for identifying what works and what doesn’t in a campaign. Over time, I’ve also learned the importance of storytelling and emotional connection in marketing, which I picked up from working on creative projects. Combining those—data-driven decisions with compelling narratives—has become my sweet spot. It allows me to craft campaigns that not only attract the right leads but also nurture them into long-term relationships with the brand.
Having worked in various roles across the marketing landscape, how have these experiences influenced your perspective on e-commerce growth?
Each role I’ve taken on has given me a different lens on the industry. Working in-house taught me the internal challenges brands face, like budget constraints and aligning teams. Agency work exposed me to diverse industries and the need for adaptability. Now, as a consultant, I see the bigger picture—how all these pieces fit together. This broad perspective helps me approach e-commerce growth holistically, focusing on scalable strategies that balance immediate wins with long-term sustainability.
When working with a brand, how do you decide whether to oversee an entire operation or just focus on a specific area of their business?
It really depends on the brand’s needs and readiness. I start by assessing their current setup—where are the biggest gaps, and what’s their capacity to implement changes? If they lack a cohesive strategy or team alignment, I might step in to oversee everything for a set period to get things on track. But if they have a strong foundation and just need help with, say, optimizing their email campaigns, I’ll focus there. The deciding factor is always where I can create the most impact in the shortest time while setting them up for independence.
You’ve talked about the power of collaboration in today’s e-commerce landscape. Why do you think partnerships are becoming so essential for growth?
Collaboration is key because no brand can do it all alone anymore. The e-commerce space is so competitive that partnering with complementary businesses—like a fitness brand teaming up with a health food company—can expand your reach and add value for customers in ways you couldn’t on your own. These partnerships create a win-win, where both brands tap into new audiences and share resources. It’s also a way to stay agile and innovative without overhauling your entire business model.
What advice do you have for our readers who are looking to improve their lead generation and e-commerce strategies?
My biggest piece of advice is to focus on the customer at every stage. Don’t just chase clicks—think about what happens after someone shows interest. Use data to understand their behavior, test different approaches, and keep refining. Also, don’t be afraid to experiment with partnerships or new channels, but always measure the results. Lastly, invest in building trust and connection with your audience. If they feel valued, they’ll not only buy from you but also advocate for your brand.
