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. Coming into 2016, maintaining this 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.
To battle increased competition, Nina Hale (NH) focused specifically on testing and optimizing display media campaigns to increase efficiency and impact. In effort to maximize success, NH 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.
Improvement in leads
Within a single test and a short testing period for display and remarketing, results included a 67% improvements in leads and a 17% improvement in click-through rate.
With new performance baselines established, further iterations of the tests are ready to be implemented, and the client is poised for additional success throughout 2016.