| |
 |
Case
Studies | Offer Testing |
Offer Testing –
Food Marketer
Goal: The objective was to identify a highly compelling online
consumer offer that attracted consumers and encouraged purchase
for a food product.
Methodology: Our method was to test three banner executions
that were delivered to three unique groups within the target audience.
• Cost Savings: Save 20% On Your Next Purchase
• Educational: Learn About The Healthful Benefits
• Free Trial: Click To Receive A Free Sample
By Mail
The success criteria for this project were the click-through rates
on the various banners and follow-up market research among the responders.
Results: The results were a 1.87% click-through rate on the
cost savings offer, a 2.86% click-through rate on the educational
info, and a 3.09% click-through rate on the free trial.
What did we learn?
Every marketer should tailor their consumer offer based on what
they are specifically trying to achieve. In this case, the cost
efficient “educational info offer” worked virtually
as well as the more costly “free trial offer”. In some
cases, a properly designed informational offer may be all that
is needed to achieve successful results at a much lower cost!
|
