What effect do your online campaigns actually have on customer behavior? Answering this question allows you to show the value of your marketing efforts, and focus on tactics that bring the best results.
Our latest enhancement lets you create control groups to accurately and easily track the sales uplift from any digital marketing tactic used, such as a specific email trigger, or a piece of dynamic content. So you can:
- Demonstrate the effectiveness of marketing initiatives.
- Discover which tactics help you meet your KPIs.
- Optimize marketing based on customer behavior.
How do control groups work?
You can now select a percentage of customers to be excluded from a specific type of marketing from the Fresh Relevance platform – such as triggered emails, web personalization and email personalization. The activity of these customers is compared against those exposed to the feature.
The difference between the control group and the exposed group gives you a good idea of how the feature impacts shoppers’ behavior.
The size of the control group can be adjusted by setting the percentage of customers who will be opted out from the feature.
Quickly see how the system is performing
Results are provided in a high-level report, including key metrics such as conversion rate, average session value and average order value.
Outcomes for the control group and the main group are shown side by side – so you can quickly see the improvement generated by each feature.
Compare the performance of each piece of content
To get the most out of control groups, you’ll need to compare performance at a more granular level. That’s where comparison reports come in. You can easily see which content is working best, without running specific tests or setting up different versions of content. This is a big help for time-pressed marketers.
Comparison reports let you drill down to compare the performance of multiple items – for example, different cart triggers or product recommendation SmartBlocks.
In addition to a detailed breakdown of KPIs such as purchase quantity and AOV, you can now see the overall uplift for the feature compared to the control group.
This enables you to pinpoint very quickly which content is already delivering great results, which features are ripe for optimization, and which content might need more tweaking.
Testing and optimization
Effective cross-channel personalization requires ongoing testing and fine-tuning.
Luckily, you don’t have to rely on guesswork to optimize campaigns. Control groups are a great addition to your testing and optimization toolkit – including real-time revenue-based reports, split testing and multivariate testing. We also offer a best-in-class optimization package to keep your triggered emails fresh.
