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In this webinar, we’ll explain how Publishers Clearing House used real-time web personalization to achieve a 36% increase in site engagement in just 30 days. We’ll also share how their marketing team uses personalized messages based on visitor behavior and A/B testing to convert unengaged visitors to engaged customers – and how they keep them engaged.
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HOW PCH.COM USES REAL-TIME
WEB PERSONALIZATIONAND TESTING TO OPTIMIZE CONVERSIONS.
/
BRIAN ROGERSDIRECTOR OF CUSTOMER
SUCCESS
SPEAKERS.
ARTHUR SWEETSEREXECUTIVE VICE PRESIDENT, CHIEF CUSTOMER OFFICER
Evergage enables marketers to increaseconversions using real-time visitor persona and intent data to personalize the digital experience for every visitor.
All without IT.
WHO IS EVERGAGE?
WHO IS PCH.COM?
The company calls attention to its products by providing site visitors with chances to win valuable sweepstakes and instant prizes.
. Five million new registrants per year
. More than 5.8 million UVS per month
. Database of more than 10 million customers
HOW PCH.COM WORKS.
OPTIMIZATION GOALS.
.Convert more visitors to customers
.Increase the engagement of players
.Retention
WHAT IS REAL-TIME MARKETING?
WHICH OF THE FOLLOWING QUALIFY AS REAL-TIME MARKETING?
PERSONALIZINGCONTENT or creative
in response toCUSTOMER INTERACTIONS
76% RESPONDINGto customers inthe CONTEXT of theirWEB INTERACTION
74% RESPONDINGto trends and specificCURRENT EVENTS insocial media
68%
TRIGGERED EMAILS
54%ENGAGING withprospects + customerson SOCIAL MEDIA withcontent and offers
49%Mobile apps
with GEOFENCING
42%LIVE website chat
66%
36% Mobile Communications such as SMS
5% Other
PERSONALIZE EXPERIENCES.
. Define the personas who visit your site
. Identify visitor’s persona based on behavior
. Determine challenge for personas
1. Engage visitor based on their persona and challenge
DEFINING PCH.COM PERSONAS.
ENGAGED VISITOR
UNENGAGED VISITORCustomers who had visited two or more times, but had not yet played a game or entered a sweepstakes
Customers who had played one or more instant win or sweepstakes
DISCOVERING HOW TO REACH OUR UNENGAGED VISITORS.
EXPERIMENT 1.1: ENGAGING WITH A TOP BANNER.
OBJECTIVE: Convert unengaged visitors into engaged customers
PRIMARY RESEARCH QUESTION: Will a simple but attention-grabbing header convince unengaged visitors to play a game?
TEST DESIGN: A/B split test
EXPERIMENT RESEARCH NOTES:
TEST DESIGN: RUNS FOR 7 DAYS.
UNENGAGED REPEAT VISITORMessage drops from top after 2 second delay
PCH.COM: CONTROL.
Hey there, Speedy! Don’t leave yet! We have winners every day, MichaelB – Play now and you could be one of them!
UNENGAGED MESSAGE VARIATIONS.
Hey there, Speedy! Don’t leave yet! We have winners every day, [user name] – play now and you could be one of them!
FREE Money! Daily WINNERS Guaranteed! [user name], how can you say no?
Is it a Bird? Is it a Plane? No, it’s [user name] coming and going SO FAST! Slow down & play awhile – it could win you BIG CASH!
Money! Money! Money! We’re giving it away, [user name] – Play Now!
We saw you left without playing last time, [user name]. Don’t you want to win?
Don’t leave without playing our $2,500.00 Instant Win Scratch Cards, [user name]! A BIG WIN could be just a few clicks away!
36% lift in engaged users Compared to the control
ENGAGING THE UNENGAGED: RESULTS.
Initial test shows strong results, but they are only valuable if it can be repeated…
SIZE%
ENGAGED
Control – No real-time messaging 152,634 14%
Treatment – Real-time messaging with in-line banner
273,198 19%
Lift 36%
!
EXPERIMENT 1.2: ENGAGING WITH POP-UP.
OBJECTIVE: Convert unengaged visitors into engaged customers using a different presentation of the messaging
PRIMARY RESEARCH QUESTION: Can we improve on results of round 1 by using a pop-up instead of a banner?
TEST DESIGN: A/B split test
EXPERIMENT RESEARCH NOTES:
TEST DESIGN: RUNS FOR 7 DAYS.
UNENGAGED REPEAT VISITORMessage pops up in the center after two second delay
-1.3% lift in engaged users Compared to the control
EXPERIMENT 1.2: RESULTS.
Experiment 1.2 wasn’t working, so it was stopped after 4 days.
SIZE%
ENGAGED
Control – No real-time messaging 94,270 20.8%
Treatment – Real-time messaging with lightbox pop-up
118,977 20.5%
Lift -1.3%
!
WHY DID THIS TEST FAIL?
OBJECTIVE: Convert unengaged visitors into engaged customers
PRIMARY RESEARCH QUESTION: Can the results from the first test be repeated?
TEST DESIGN: A/B split test to validate the results of the first test
EXPERIMENT 1.3: ENGAGING WITH A TOP BANNER.
EXPERIMENT RESEARCH NOTES:
UNENGAGED REPEAT VISITORMessage drops from top after two second delay
TEST DESIGN: RUNS FOR 7 DAYS.
UNENGAGED VISITOR MESSAGE VARIATIONS.
Hey there, Speedy! Don’t leave yet! We have winners every day, [user name] – play now and you could be one of them!
FREE Money! Daily WINNERS Guaranteed! [user name], how can you say no?
Is it a Bird? Is it a Plane? No, it’s [user name] coming and going SO FAST! Slow down & play awhile – it could win you BIG CASH!
Money! Money! Money! We’re giving it away, [user name] – Play Now!
We saw you left without playing last time, [user name]. Don’t you want to win?
Don’t leave without playing our $2,500.00 Instant Win Scratch Cards, [user name]! A BIG WIN could be just a few clicks away!
15% Lift in engaged users Compared to the control
EXPERIMENT 1.3: RESULTS.
The header worked so well again we let it run for another 16 days
SIZE%
ENGAGED
Control – No real-time messaging 279,135 21%
Treatment – Real-time messaging with in-line banner
413,134 24%
Lift 15%
!
KEEPING OUR VISITORS ENGAGED.
OBJECTIVE: Increase engagement of current and engaged visitors
PRIMARY RESEARCH QUESTION: Will a simple but attention-grabbing header convince current players to play more games?
TEST DESIGN: A/B split test
EXPERIMENT 2.1: ENGAGING WITH A TOP BANNER.
EXPERIMENT RESEARCH NOTES:
ENGAGED REPEAT CUSTOMER& GAME PLAYERMessage drops from the top after two second delay
TEST DESIGN: RUNS FOR 7 DAYS.
As an active player, we know you want to win, MichaelB! Don’t forget to go for your $10,000 Bonus Today!
ENGAGED VISITOR MESSAGE VARIATIONS.
As an active player, we know you want to win, [user name]! Don’t forget to go for your $10,000.00 Bonus Today!
We’re glad to see you back again today, [user name]! A smart player like you knows what it takes to WIN BIG – Keep it up!
Get your game on in a big way today, [user name]! Go for big prizes with our Instant-Win Games and you could win a serious fortune!
Want to win big cash, [user name]? Make sure you play ALL our Instant-Win Scratch-offs for your shot at $1,000.00 or even $2,500.00 right on the spot!
Did you know that we have winners every day, [user name]? Keep playing like you do and you could be one of them!
That $10,000.00 Bonus could be yours today, [user name]! Go for it now!
40% Lift in games played Compared to the control
EXPERIMENT 2.1: RESULTS.
Engaged visitors playing 40% more is game changing. This experiment was extended from 1 week to 1 month.
SIZEAVG.
PLAYS
Control – No real-time messaging 206,257 15.5 Games
Treatment – Real-time messaging with in-line banner
517,579 22 Games
Lift 41%
!
OBJECTIVE: Increase engagement of already-engaged visitors
PRIMARY RESEARCH QUESTION: Will a “bubble” message work as well as the top banner messaging to convince current players to play more games?
TEST DESIGN: A/B/C split test
EXPERIMENT 2.2: ENGAGING WITH REAL-TIME MESSAGING.
EXPERIMENT RESEARCH NOTES:
ALREADY ENGAGED VISITORMessage pop up in the center after two second delay.
TEST DESIGN: RUNS FOR 7 DAYS.
Treatment 2: Real-time messaging with bubble pop-up
Treatment 1: Real-time messaging with in-line banner
EXPERIMENT 2.2: ENGAGING WITH REAL-TIME MESSAGING.
18% Lift in games played Compared to the control
EXPERIMENT 2.2: RESULTS.
Multiple messaging options to increase engagement from engaged users is crucial.
SIZE AVG. PLAYS
Control – No real-time messaging 533,925 19.4 Games
Treatment 1 – Real-time messaging with in-line banner
913,561 23 Games
Treatment 2 – Real-time messaging with bubble pop-up
928,338 23 Games
Lift Versus Control 18%
!
.43% Lift in Time On Site
.46% Lift in Total Engagement
OVERALL RESULTS OF REAL-TIME OPTIMIZATION EFFORTS.
12% Lift in Revenue per 1,000 Visitors
OVERALL RESULTS OF REAL-TIME OPTIMIZATION EFFORTS.
KEY TAKEAWAYS.
.Real-time marketing doesn’t have to be complex
.Focus messaging to be customer-centric
.Let personas drive your testing
Q&Awww.Evergage.com/Blog
Free Real-Time Personalization Resources:
www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
For additional questions email [email protected]
twitter.com/evergage
linkedin.com/company/evergage
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