Through extensive experimentation, we were able to design, test and deploy a range of pop-ups to segmented customers across the Target website.
The goal? Optimise newsletter performance and seasonal campaigns, improving web-form submissions, onward funnel flows and ultimately transactions.
With over 60M impressions delivered across 7 pop-ups and multiple iterations to optimise behavioural performance, this project resulted in an uplift in revenue across 9 months.
On-site performance for seasonal content and newsletter submissions was poor, with little awareness of key content outside the homepage throughout important periods such as Black Friday, Christmas, Father’s Day, ClickFrenzy and Christmas.
We were tasked by Target to increase awareness of the newsletter funnel and subsequently seasonal content.
Following our initial success with the newsletter pop-up, we expanded on this with a curated advanced behavioural pop-up solution for events, without negatively impacting the user experience.
Image source: target.com.au
Following an extensive review of quantitative and qualitative datasets for the Target website, we identified that the newsletter was severely underperforming. The placement on-page across the site was poor, resulting in low conversion rates, despite a strong value proposition of $10 off for new customers.
After successfully implementing pop-ups to drive newsletter awareness, we further utilised a pop-up template framework across other stages of the customer funnel, without negatively impacting the user experience.
Given the significant volume of traffic on the Target site, seasonal activity was not being pushed effectively outside of the homepage.
We decided to target returning customers across a range of seasonal content with specific pop-up messaging.
The challenge in having simultaneous pop-ups operating across the website and still delivering a positive customer experience, was solved by developing complex firing triggers and running mutually exclusive experimentation.
With the newsletter pop-up firing to new customers on their second pageview, we built the Father’s Day pop-up to fire to returning customers only on their first pageview, driving them into a specific landing page for Father’s Day products.
All targeting criteria were tested against a control group to ensure user experience, particularly engagement metrics, such as bounce/exit rate.
Across the Black Friday period, we ran both a returning customer pop-up, driving customers into the dedicated Black Friday landing page, and a personalised newsletter form, to drive sales during one of Target’s busiest periods.
We continued the iterative testing approach throughout Christmas by modifying our newsletter with Christmas copy and imagery and launching a competition for existing customers to win a $500 gift voucher.
The conversion rate optimisation (CRO) strategy included 7 pop-ups rolled out across Target's website, resulting in 60 million impressions over the 9-month campaign period.
Multiple iterations of the pop-ups saw the number of newsletter submissions increase by +1,200%, plus 60% more users going through to seasonal content.
Target also received substantial additional revenue as a result of the campaign.
These changes generated substantial additional revenue as a result.
“We have seen significant click-through rates on the eNews pop-up that we have implemented in partnership with Resolution Digital. The team has been a pleasure to work with and the turnaround times have been more than satisfactory.”
Sayan Mitra, Senior Digital Product Manager
Bay 7, 2 Locomotive Street
South Eveleigh, NSW, 2015
Level 6, 650 Chapel Street
South Yarra, VIC, 3141