Seamless User Experience For More Customer Visits In Store Heres How
Management Summary
In this blog post we will show you a best practice example of how we achieved a 132% increase in consultation appointments for kitchen purchases for our customer XXXLutz – with display ads and a seamless user experience!
And this is how it works:
1. Define target group
To efficiently address potential customers, we have created a mix of target groups with a high willingness to buy and interest targeting. In addition, we have created Similar Audiences based on the available data – i.e. target groups that have very similar characteristics to the users who have already registered for a consultation appointment.
2. Test messages
In the second step, we tested various messages along the funnel stages within a campaign. This is how we learn which topics interest users the most and can then derive the top topics that we then focus on further down the line. In our customer’s case, the most popular topic quickly became clear: the online kitchen configurator. This is an important touchpoint in the customer journey and supports users in kitchen planning. With the help of the kitchen planner you can design your dream kitchen from over 311,000 possible designs in just a few steps.
3. Create dynamic content
In order to address interested users in the consideration phase, we have brought the kitchen configurator directly into the advertising material. With just three clicks you can select the desired style, color and shape of your dream kitchen in the display ad and then, based on your selection, one of 440 kitchens will be displayed – completely dynamically. In this way, users are shown a personalized kitchen tailored to their preferences.
4. Offer a seamless user experience
In order to create a flowing user experience, potential customers can directly continue their kitchen configuration on the landing page by passing on the data to the site and register for a consultation appointment in the branch.
5. Don’t be forgotten
And in order to remind potential buyers of their dream kitchen, ads in remarketing are dynamically adapted to the user’s on-site behavior and banner configuration, so they only see the kitchens that match their ideas.
6. Think about reporting and continuous optimization
With a targeted budget, we were able to create an Always On campaign that exceeded the goals of more registrations, more reach and a personalized approach to users. The messages and advertising materials were continuously optimized through continuous insights and learnings from the campaign.
We would say the result is impressive:
132% more consultation appointments on the landing page
48 advertising materials with up to 440 dynamizations
Conclusion
Listen to your data! The creation of the data-driven dynamic creatives enabled us to display the ads directly, rule-based, programmatically and by combining Google data and our own 1st party data we were able to achieve maximum efficiency.
… and we were even able to receive the WebAd Gold in the data-driven advertising category for this always-on campaign! You can find the winning video in the Success Story.
