CASE STUDY: Knowing Offline Impact Enabled Effective Campaign Optimization

$7M lift in sales.

Business Problem: 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

Business Problem

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.

Like most companies, the client could only measure online 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.

Insights

KnowClick’s system tracked the customer journey of website campaign visitors after they left the client’s website, including their offline purchases.

1. 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.

2. Campaigns A & B surprisingly outperformed Campaign C when including offline sales (although C still did well overall).

Client Actions

  1. Instead of cutting the online campaign budget, the client decided to increase it.
  2. Instead of cutting Campaigns A & B, the client increased spending on each (and held Campaign C steady).

Impact

Sales lift of $7M.

FAQ

Q: 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).

Q: How common is it for people to be so much more likely (9x!) to to buy offline than online?

9x is higher than usual. We typically see 3x to 5x, but this varies (especially by the type of product). The best predictor is visitor intent – when they enter, do they plan to buy offline or online?

Our clients have allowed KnowClick to share this information on the condition that their name (and sometimes industry) is not included.

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