The possibilities for creative promotions are
limitless with Real-Time Marketer
Here’s an excellent case study of real-time marketing in action. Location-detecton is used to boost revenue at zero cost. It’s also a good example of how Monetate’s Real-Time Marketer empowers clients by providing improved site access, flexibility, and measurability.
ModCloth and the Foreign Fashionistas
As you may know, Modcloth.com is one of the hottest web sites in the world of indie fashion. However, when we applied Monetate’s SalesMap™ technology to the site we found that 20 percent of site traffic was converting poorly. Further SalesMap™analysis revealed that this traffic was indicated from outside North America. Modcloth was popular overseas but very few “foreign” visitors were actually buying.
We discovered that although ModCloth was happy to process overseas orders and ship internationally, this was just not obvious from the site. The reason? ModCloth was more focused on domestic sales and reluctant to use up scarce web site real estate with messaging that was just for international visitors.
The solution was to create a set of Monetate campaigns that displayed messaging about international shipping in the form of banners and overlays, but only to visitors from locations outside North America. This type of segment-specific targeting gets the point across without blocking out space on the site. For added effect, campaigns targeted visitors by country, letting them know that Modcloth was happy to ship to their location. The results? Measured against a control group, this campaign produced, from the targeted segment:
- 100% lift in conversion rate
- 100% lift in revenue
- 167% lift in new customer acquisition
Bear in mind that this segment was fully one fifth of the entire site traffic and these campaigns were not “offers” of free or reduced shipping. The campaigns simply served a relevant message to the appropriate traffic segment. That segment’s revenue doubled, and more than two and a half times as many visitors were converted into new customers, without the retailer having to cut prices, give up space on the site, or give something away.
When you do it right, this type of location-based marketing can produce very impressive numbers (we recently saw a 300% increase in country-specific sales volume at one of largest retail clients). Of course, very few forms of marketing are guaranteed to work in all cases, so we advise testing of messaging and promotional campaigns using a control group or A/B tests. If the tests prove positive you can then drop the control group, go with the winning campaign, and maximize your lift.
To discuss this strategy, or any of the many ways in which real-time marketing can grow your business, feel free to contact us.