Data Driven : Use That Data!
5 examples of data-driven calls to action in both the for-profit and nonprofit sectorsOctober 2013 By Geoff Wolf and Todd Von Deak
Data is usually spoken in the context of collecting and organizing data, queries to gain intelligence and reporting to measure various key performance indicators. One rarely hears about data prowess together with creative design and marketing calls to action. This can only happen when both the left and right brain meet together in a combined environment.
Left brains think in a linear fashion, and that is essential in marketing database work. The right brain is able to work in a totally different dimension, one that is anything but linear. When brought together, good things happen. The following are some examples of data-driven calls to action and design ideas that have resulted from a holistic approach.
Here are three examples of profitable data-driven calls to action existing within the for-profit sector:
Backorder Notification Upsell
During a recent query into order fill rates and backorders to learn more about why they were exceeding expectations, it occurred to the creative folks at the table that an opportunity exists for an upsell message on the backorder notification. As the backorder would have to ship on the company's nickel, why not offer a chance for customers to add merchandise without any additional shipping charge (with certain limits, of course). The offer became a triggered email campaign with a call to action for "Free Shipping - Add to Your Order."
The data-driven math revealed that any backorder that took advantage of the call to action would generate enough incremental profit to pay for the entire shipping cost of the backorder, and then some.
Website "Google" Gift-Givers Special
While reviewing the attribution data from a recent analysis, the data and design team noticed orders that came out of the matchback process with a Google search tag of some type had a significantly lower average order value (AOV) than those without these tags. The data was consistent for all types of Google search, brand and non-brand, as well as between those who received a mailing and those who did not. This suggested that an offer to all traffic recognized as Google search, as they were completing the shopping cart, would be a good test.
The design team thought a pop-up tactic would offer a good format for a call to action. Further analysis showed the key metric driving the difference in value was around the number of lines/recipients per order, which pointed to gift-giving, a basic driver of value for this brand. The call to action that resulted was "Ship 4 Gift Addresses for Only $9.95" and could be served up to a random nth selection of URLs as they completed their orders.