The Results Achieved
By understanding their prospects better than ever before, armed with detailed information about their likelihood to purchase, Footasylum was able to focus on creating seperate messages for each group, specifically designed to spur conversion.
Looking at the ‘high propensity to convert’ segment, Footasylum saw a 27.5% increase in conversion rate, when comparing the segment that received the dedicated campaign against the control cell. This showcased that with more customer information and the right messaging the marketer was empowered and able to deliver far more relevant communications to individual prospects.
Finally, looking at the segment of prospects that the model identified as less likely to convert, Footasylum doubled sales (115% increase). Being able to identify those less likely to purchase and introducing communications that aimed at nurturing rather than converting, unlocked the potential of this segment and empowered the marketer. The Predictive Modeller made this an option.
As simple as it sounds, identifying these two groups and tailoring specific messages to tempt them, has proven to have a massive impact.