A test and learn approach to online publications
In collaboration between Coop supermarkets and WePublish the performance of the online and offline doordrop was increased. Reach and traffic to the Coop website was maximised with A/B tests. Analysing traffic on own channels and comparing this traffic with third party platforms, the best distribution of online doordrops was determined. After maximising traffic and reach, online publications were personalised to improve online conversions in the webshop. After personalising covers and spreads, Coop also tested multiple variants of their doordrops online. Insights about price communication and offer placement were gathered to improve future physical publication lay-outs.
In collaboration with Coop we launched their publications on their own channels. By optimising the way they present the publications and by selecting third party platforms, we managed to increase traffic from publications to their webshop.
Percentage of increased traffic
After several weeks of publishing online doordrops Coop collected enough shopper profiles to personalise offers. Testing with a personal cover, and a personal spread, Coop increased their conversion rate from their online doordrop traffic.
Percentage increase inconversions
Together with Coop WePublish created a test plan to test different variants of their physical doordrop online. Testing their physical doordrop lay-out changes online, gave fast results.
Number of variants tested