Home Improvement Experience Optimization Campaign
To drive and capture demand at the bottom of the purchase funnel, this client leverages a mix of both direct response and awareness media tactics.
The Challenge
Coming into 2016, maintaining a diverse media strategy was of paramount importance – with both the U.S. presidential election and Summer Olympics taking inventory from all media sources, it was crucial to ensure this client’s digital media plan was positioned to drive incremental leads at efficient costs.
The solution
Experience Optimization
To battle increased competition, Collective Measures focused specifically on testing and optimizing display media campaigns to increase efficiency and impact. In effort to maximize success, Collective Measures not only produced performance-based creative designed to resonate with the target audience, but developed an A/B testing strategy that informed the next iteration of optimizations and identified future optimization opportunities.
Through ongoing testing and data analysis, it was possible to understand which campaign variables and design elements most significantly impacted performance.
The results
Within a single test and a short testing period for display and remarketing, results included a 67% improvement in leads and a 17% improvement in click-through rate.
With new performance baselines established, further iterations of the tests were ready to be implemented.
