Promotion Optimization

OBJECTIVE:
A global consumer electronics company wanted to build awareness of a new service using online promotions to drive consumers to participating retailers.

CHALLENGE:
The company had online marketing program in place but mid-campaign reports showed less than acceptable results. The online advertising placements that promoted the service experienced slightly above average click-thru activity, but the program's conversion rates still performed well below expectations. Prior program optimization attempts had little to no impact.

SOLUTION:
E-centives analyzed the user experience of this client's existing online program and learned that since multiple vendors were involved in its execution, actual user drop-off points were difficult to determine. In response, E-centives developed a streamlined and integrated promotion delivery process, with unified user experience tracking throughout each step of the process, enabling program evaluation at every stage.

E-centives then developed and tested varying content to determine the optimal messaging approach. Different user experience flows for promotion delivery were developed, tested and analyzed, incorporating exit surveys. The solution provided a dynamic user registration system, which presented different registration questions based upon answers to preceding questions. E-centives' systems gathered data from every touch point and presented program results through actionable online reports.

RESULTS:
The program's conversion rates improved significantly, due to an efficient technical execution and improved user flows. Robust, real-time reporting enabled quicker results evaluation and optimized program performance. As a result, new consumer registration increased measurably, as did overall banner ad conversions. Moreover, the knowledge gathered from this program enabled our client to modify its online media plan in order to better reach the right audience.

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