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Case Studies
Site+1 Drives Conversion and Revenue
Challenge
A Fortune 500 company looked to [x+1] to help them decide how to best select
from their over 16 different offer, message, and behavioral creative pieces to
promote on their website. How should they select the best offer, product, and
layout to maximize relevance among potential customers, thereby driving conversion?
Solution
[x+1] deployed Site+1, a solution that screens audiences and enables impressions
to be targeted towards the audience most likely to convert. This optimization
approach enabled the company to continually increase average revenue per user
(ARPU). Site+1 drove conversions by selecting the most relevant offer, product,
and layout to show each potential customer.
Test
By utilizing POE™, [x+1]’s continuous, audience-based, predictive
marketing platform that utilizes automated, real-time decision-making, [x+1]
first conducted a learning period in which they observed customer behavior and
interaction with each of their 16 creatives and collected data. Equipped with
this comprehensive data, a model was built to predict customer behavior. This
type of dynamic targeting enables a decision to be made in real-time to select
the best ad/product/offer/message for a given modeled audience cluster, thereby
increasing both relevance and conversion.
Results
Through optimization, the company:
- Gained an incremental 5,000 orders per month
- Yielded a lift of over 35% in conversion volume over business as usual
Additionally, optimization significantly increased revenue by driving overall incremental monthly ARPU by over
$600,000.
The results were a clear indication to the company that automated dynamic targeting and personalized differentiated creative drives lift on conversion.
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