A/B testing drives increased engagement and ad revenue
E-commerce
- Analytics
- Digital Strategy
- Marketing
- Product Strategy
Background
One of the travel industry’s most enduring brands, Frommer’s asked DAP to find an innovative approach to better monetizing their website traffic. Furthermore, they wanted to optimize the performance of their email marketing campaigns.
Discovery
Our in-depth examination of Frommer’s content analytics clearly indicated that fundamental changes in the layout of their popular slideshows would lead to better engagement and more ad revenue. We also reviewed historical email campaign data and conducted staff interviews, which uncovered overlooked opportunities to increase conversion rates.
Solution
DAP executed a series of A/B tests on Frommer’s article pages that confirmed replacing slideshows with long-form, listicle-style articles would keep readers on the page longer. Next, we incorporated high-impact inline ads within the content, generating previously untapped revenue potential. Additionally, we articulated a performance-focused strategy for enhancing email campaigns.
- Designed a reporting framework for engagement and revenue KPIs
- Established solutions to validate test hypotheses
- Incorporated analytics into emails
- Provided assistance with switching email providers
Results
5.2ximprovement in time on site
39%increase in Effective Cost Per Thousand Impressions (eCPM) revenue
200ksubscribers receive the newly optimized email campaign
