Tailored ads were more attractive than generic creatives.
Our client, Western Union Germany requested a large-scale testing campaign to establish the best way forward with their digital strategy.
Areas of testing included:
Whether or not SEO and UX improvements would boost landing page KPIs.
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.
Another part of the testing campaign was to determine the effectiveness of driving customers through the funnel.
In approaching this question, we utilised previously reworked mid-funnel how-to landing pages and created keyword-optimized long-form blog content for both top of funnel and mid funnel. We then created full funnel social content to drive traffic to these long-form pieces.
By comparing the conversion results of the retargeted audience, we were able to establish the clear benefit of driving customers through an effectively designed funnel and uncover precious learnings from it. Such as:
The complexity of the campaign made it possible for us to discover the detailed and strategic learnings. These were some of the outcomes of the testing campaign.
It became evident that tailored ads for each audience segment were performing better. From that point on, we confirmed that tailored assets are worth the investment.
The middle of the funnel received the most traffic and a higher click through rate. With this information, we kept the mid funnel in mind, increasing ads for this content to propagate more transactions.
Our analysis showed that customers were more likely to respond to content where the visuals became recognizable. In addition to Western Union’s black and yellow color scheme, we implemented other unique visuals into the content that remained consistent throughout the campaign.
The result proved the impact of UX and SEO keywords optimization in combination with targeted ads. Key indicators that showcase the development of the entire funnel, such as click to conversion increased substantially.
Most importantly, we were able to narrow down the personas previously defined to two key personas that were most responsive to the tailored messaging. Moreover, landing page improvements lead to a rise in organic traffic through search and boosted click-through rates and transaction results from social posts.
The learnings derived from the Germany testing campaign successfully contributed to inspiring Western Union’s social strategy. This was reflected in our next campaign: the Western Union Nordics campaign.