Case Studies

Contextual banners

For an Edtech company, StudySmarter, the goal here was to improve micro-conversions on a subject page that increases traffic on towards a sign up page.

The original banners were giving generic reasons to sign up. By using data stored in the data layer we tapped in the context of the page and added that to the copy in the banners in the variation up for validation.

This change saw a 7% increase in CTR with 95% confidence. 

Speed camera subscriptions

TomTom offers customers an up-to-date Software As A Service in the form of a Speed Camera notification on their Sat-Nav (GPS).

This service offers a database update of mobile and fixed speed camera locations, allowing them to be aware of the latest, most current points at which fines can be imposed.

The new design/campaign page was tested using neuro-marketing (EEG) to identify the joy, attention and frustration metrics in the subconcious mind, iterations made, then a/b tested and released. 

Shopper in wrong locale

Looking into the quant data, we'd seen that a large portion of traffic located in countries not supported by the visited  basket page URL (in this case, the UK) the idea was to redirecting some of the traffic, before hitting the checkout flow, in the case of the test, Germany. This optimisation aimed to get people into the correct website from the get-go, via a IP look-up, detecting which country they are in. 

Adds-to-basket in that locale increased and drop off in the UK basket decreased, as expected.

This experiment was a huge revenue driver and the solution went on to be implemented in the customer help section of website, which also suffered from the same issue
 

Comparison tables

We've performed a lot of research into comparison tables. TomTom.com didn’t have any until we began running A/B tests back in 2018.

The results were significant, so this was rolled out, globally. Also included some iterations here and an example of the data from Hotjar to give us indication of what was being interacted with. 

Again we’ve used EEG testing and saw presenting Sat-navs in this table format actually saw attention and joy increase.
 

Humanising Content

Humanising content really does seem to improve conversion when it came to TomTom’s SatNavs.

Having tested multiple email sends using face and name then seeing email metrics give us big significant results, a comparison video seemed like the natural next step.


Ever the adventurist, I jumped at the chance to see if my persuasion tactics also work in person. Not one to brag, but we did see a healthy tick in the sales figures. 

The photography on the landing pages and emails was done at home during COVID!