As a foundation of the project, we were provided with detailed market research and segmentation analysis that identified five distinctive personas for the German market target audience.
In order to assess the effectiveness of each persona, they were evaluated regarding their volume and value share of the market to ensure that each chosen segment was measurable and large enough to warrant a tailored approach.
Testing personas & tailored content
Through analysing the target group profiles and their preferences, we then developed a messaging framework that addressed their needs in order to craft messages that resonated most strongly with each audience along the funnel.
These tailored messages were then tested for effectiveness using complex A/B testing. This was also aimed at establishing the feasibility of the defined personas in practice.
Apart from tailored content, the campaigns further tested a number of different channels, formats and design approaches for their effectiveness with each persona.
Owing to the strategic approach, the learnings drawn from this process also inspired Western Union’s overall strategy regarding landing page redesign.