HOW DOES GAMMA KNOW THAT AN ONLINE DOORDROP GRID PAYS OFF?
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Creating a doordrop takes time and money. It is easy to also place the doordrop prepared for physical distribution online. However, the evidence is accumulating that this costs the retailer money. There were several reasons for GAMMA to create a grid specifically for the online doordrop:
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1. WHAT ARE THE PERFORMANCES NOW?
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To be able to do an effect measurement, it is important to know what the current result of the digital doordrop is. In the first few weeks, it was measured how much traffic and turnover the digital doordrop generated in the webshop. No changes to the layout, but there are links in the doordrop to be able to measure the traffic and the conversion in and to the webshop.
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2. ONLINE DOORDROP GRID
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How does the layout of the digital doordrop differ from the physical version. The reading experience in a digital online doordrop is much more volatile than in the physical version. That is why it is important to be able to see at a glance which offers are on a page. It is also very important that the space on a mobile screen, tablet screen and laptop is used properly. That is why GAMMA made the following choices for an online doordrop grid:
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3. TEST
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There have been several weeks of A/B testing during the measurement period. During an A/B test, the optimized version and the non-optimized version are simultaneously put live. In this way there is a clear comparison in the performance of both versions. The contents of the doordrops are the same and therefore do not lead to a difference in performance.
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4. EVALUATE
GAMMA was able to take stock after several A/B tests and measurements. During the evaluation, the conversion figures in the webshop were placed next to the performance of the online doordrops. In this way there is a value in money calculated from the money generated. The business case for creating a special grid for the digital doordrop was thus drawn up.
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%INCREASE CONVERSION
OFFLINE VERSION vs ONLINE VERSION
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% INCREASE TRAFFIC
OFFLINE VERSION vs ONLINE VERSION
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FOLLOW US OFF THE TRACK
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