During the past years the online doordrop has become more and more popular. In the Netherlands, 4.6 million people read an online doordrop publication. With the recent technology it is possible to personalize offers in a doordrop, for example with dynamic content.
Dynamic content is the same as personalized content. It is content that the visitor sees on the basis of his/her interests. The content matches the wishes and needs of the customer. Content can also be shown on the basis of environmental factors. Rain is coming? Then the visitor will see a raincoat in the online doordrop.
Personalized content can be used in two ways:
Personalized content can be created on the cover and on page in the online doordrop. The area in question is white and, based on interests, that area is filled with offers. By filling in the cover you use the online possibilities to be relevant.
"Maximizing the number of clicks starts with the cover"
COOP has done several tests with personalized offers, including one with a personalized cover. The range of the cover is the largest compared to other pages, just like the offline doordrop. Maximizing the number of clicks starts at the cover. The personalized cover was tested with a A/B test. The personalized cover was shown in the same week as the non-personalized cover: this made the effect measurable compared to the regular version. Based on the offer interests of the previous weeks, the algorithm predicted which offer to show for which visitor.
The dynamic cover had 10 variants. Including: crisps, cola, cheese bread and green beans:
During the same period, 50% of the visitors were shown the regular doordrop, the other 50% were shown the personalized cover, with 10 options. Now it was possible to test which cover did the best. The personalized offers delivered between 15% and 20% more clicks compared to the regular version. The conversion rate of these clicks doubled, making the effect successful not only in clicks, but also in conversions.
Dynamic offers in boxes
A box is an effective way to give special offers extra attention. You see the box, a offer, across the online doordrop. Just like the dynamic cover, boxes are shown on the base of environmental factors. The rainy days are coming and the boxes are showing raincoats. But in the first week of October, when it was sunny and very hot, boxes where showing the last sunglasses. With a box you can increase your conversion from the doordrop from 25% to 30%
The benefits of personalized content
Do you have relevant offers in your doordrop? You have more conversion! Where the offline doordrop can not be adapted to behavior, the online version is the place for doing this. The chance that the reader sees something that does not match the interests is getting smaller and smaller, the doordrop becomes more specific and more customer-oriented.
Getting started with better converting online doordrops? There are several possibilities to use dynamic content directly. No data are required to be relevant and quickly. You can easily set up a box by adjusting offers to certain day in the week. After a few months of data collection, it is already possible to let an algorithm determine which offers perform best of each visitor of your digital doordrop.
Interested? Get in contact! By mail or give us a call.