$7M Lift in Sales
Knowing Offline Impact Enabled Effective Campaign Optimization
On the chopping block: Conversion of visitors driven by campaigns was low (only 0.8%) – executives were frustrated and considering shifting spend to other channels.
Client:
Multi-Channel Retailer
Website Goal:
Drive online & offline sales
KnowClick Insights
Campaigns drove 9x more total revenue than what web analytics tracked
While only 0.8% of campaign traffic bought online, 7% bought offline. This dramatically shifted the client’s opinion of campaign impact.
Campaigns A & B beat Campaign C when including offline sales
Knowing budget cuts were imminent, the digital team planned to terminate Campaigns A & B, and maintain Campaign C with any remaining budget. However, web analytics only told part of the story.
Client Actions
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Instead of cutting the online campaign budget, the client decided to increase it.
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Instead of cutting Campaigns A & B, the client increased spending on each (and held Campaign C steady).
Impact:
Sales lift of $7M
FAQ's
How often does an online campaign perform better at driving online than offline sales?
It really depends on the type of campaign and client. One pattern we often see is that campaigns focused on impulse purchases typically do well for online purchase (and not so well for offline).