Geotargeting Experience
Phase 1:
Homepage banners - Feature the Wall Art category with City Landmark designs. (Results: a few cities saw conversion rate lifts, others flat.)
Top 10 Cities to CafePress
Phase 2:
Homepage banners - Featuring a mix of product categories, with topics relevant to each city. (Results: Once again, a few cities saw conversion rate lifts. San Francisco was one winner – it’s no secret we like our reusable tote bags!)
Phase 3:
Global Fixed Footer - "Trending in Your Area" product recommendations - displayed to users on their 1st, 2nd and 3rd page clicks (then disappears.) Products were hand selected to feature affinity based topics. (Outcome: Flat results.)
PHASE 4:
Global Fixed Footer - Instead of hand selected merchandise, next I used actual product sales by city. (Results: The Chicago segment resulted in a 12% conversion rate lift; the rest of the cities saw no lifts.)
Phase 5:
Product Page Recommendations - The fixed footer may have been too intrusive. I moved the module into a product grid on the product details page. (Results: Flat, no change. Product details page is perhaps too far into the buy funnel for this kind of recommendation.)
Assumptions / Learnings: More tests are tentatively planned, but after 5 tests and no "gains" it was time to move onto other types of targeting.
CLIENT: CafePress.com
Aug - Nov 2013
SCOPE: Ideation, creative assets, build and execute tests, analyze findings
I used a 3rd party testing platform (Monetate) to target users by location. Goals were to 1) determine which page in the buy flow would best support this targeting and 2) figure out "how" to merchandise to a users location - would specific product types or specific topics resonate better.
Assumptions / Learnings: After 5 phases, we didn't see a clear signal from geotargeting. More test ideas are in waiting, but it was time to investigate other types of targeting.