The authors describe a series of design experiments used to optimize Faceook targeting and retargeting to buyers of travel insurance. Using different creative for different micro-targets, the authors raised prospecting sales lift by four times and retargeting sales lift by 60%.
Key findings included:
- Cross device exposure clouded campaign interpretation, because almost no one purchased travel insurance on a phone or tablet. Instead, they made purchases on desktop.
- Age did not determine click thru rate, but under thirty-five and over sixty-four rarely purchased.
- Android users rarely purchased, probably because of correlated demographics.
- Only the tightest one percent lookalike targets (to prior purchasers) were identified; the author conduced rapid creative testing to optimize the lower part of the sales funnel.
- This testing identified three user groups with different needs:
- Baby Boomer Moms sought spa like features
- Outdoor Enthusiasts sought adventure
- High Earners protected their investment
- Authors determined that very different creative worked best for each different micro segment.
- Authors favored designed experiments over A/B testing for its ability to rapidly test multiple conditions.