Conversion rate optimisation by audience segmentation
The marketing team aims to reach annual targets such as ROAS in total and for specific campaigns, along with the total number of new customers. They have chosen a strategy to optimize the conversion rate by changing the landing page layout, redesigning elements, and purchase funnel optimization. They want to use data as knowledge about user segments to increase conversion by growing the chances of finding high-performing variants.
Togethe with team we were considering couple soulution to overcomne chalange
Segmentation and personalization were chosen due to:
- Result promising
- Alignment with team capacity
- Alignment with inventory
- Very little result from traditional approaches
- Necessity of raising team expertise in user behavior
My part of project was:
- Developing conversion rate calculation methodology to connect each experiment result to annual prediction results
- Building user segment based data collecting and transformetion process
- Ensuring intermediate calculations and results are correct and accurate
- Creating a dashboard to evaluate AB test results with the annual effect of implementation for the marketing team
Together with team we have reached
Takeaway
A more sophisticated approach might seem like an insurmountable difficulty with high risk. However, following a step-by-step approach and data-based design would pay off and lead to rising team expertise and business success.