$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

Instead of cutting the online campaign budget, the client decided to increase it.
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).