The Connection Personalization Contest 🎯
Company
IBM
Year
2019
Location
Latin America
Timeline
Months
The experiment consisted in using paid traffic that comes from Google ads and targeting new and early users to present personalized content more appropriate for the moment on their journey. Our proposal was selected by the judges, amongst 15 submissions from around the globe, this was an IBM Internal contest.
The challenge
How can we ensure we keep users engaged once they have clicked through our paid media ads?
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​Assets in our current campaign are not adequate to all users because they’re in different stages of their buyer journey, which creates a lack of clarity in the buying process.
The objective
Create a unified journey tying paid media and on-site for a personalized experience to our target audience. The personalization project needed to be implemented through the Optimizely tool.
Our solution
> Optimizing the full UX from ad to on-site for driving users down the funnel towards conversion.
> Our team in collaboration with the Personalization team presented a project for the landing page that was receiving paid traffic
Our hypothesis
Users are confused and identify static content as a call to action.
By rearranging the layout and creating clearer messaging and CTAs we think that we will increase the average clicks. Around 63% of users are new users and need a clear path to understand and see what is next. By changing our message for new users we will increase our response rate from 0.3% to above-average 1.1%.​