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Using Adobe Test&Target, Increase Your Off-Peak Conversion Rate with Targeting

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Timing is everything!

From an individual’s perspective, time zone differences only come to mind when traveling or perhaps during movie and television awards season – like the Oscar’s this weekend.  The East Coast settled down to watch from the dinner table at 7pm, while the West Coast started their evening festivities at an early 4pm.  This just something that we’re all accustomed to and don’t necessarily give much thought.

From a business perspective, time zone differences provide an ebb and flow of conversions.  As peak conversions come to a close for one time zone, they are just beginning for another.  This provides an opportunity for businesses to take a closer look at off-peak conversion times and find ways to increase those conversions by offering incentives or special promotions.  Sure, traffic is lower during off-peak times.  The goal in this scenario is to increase the conversion rate during off-peak times, so that the traffic you already have converts at a higher rate.

Adobe Test&Target is a great tool to use for this type of a/b split testing.  But we all know that testing tools don’t increase conversions – experts do, so here are some things to consider.

Aside from the specific offer (that’s another blog post), there are two main things to determine:

1. What data the marketer can provide.

2. The Adobe Test&Target campaign set-up.

Marketers should pull conversion data to determine their peak/off-peak hours.  The more accurately a company can determine peak/off-peak hours per time zone, the more accurately they can target. This decision will be based upon the limits of the data.

Though the options are endless, here are a couple basic examples to illustrate the targeting concept:

  • Target campaigns on a single time zone.  For example, your online conversion data only includes an overall Eastern Standard Time zone (EST) and overall conversions peak from 7am-7pm EST.  Does this mean that conversions in the Pacific Standard (PST) time zone are likely from 4am-4pm?  Not necessarily.  This data is a helpful guide and is certainly better than nothing, but you can see the flaws in this scenario. Adobe Test&Target Tip: EST is the default time zone script used in Adobe Test&Target, as the servers are located on the east coast.

  • Target campaigns based on local time zones.  For example, your online conversion data allows insight into the different conversion patterns per time zone.  Targeting by time zone is a more detailed approach, and Adobe Test&Target can accommodate.  The script will reference local time so that it is specific to the user’s area.  Not only can this help target special off-peak promotions – it gives great insight into overall buying habits across time zones.

If increasing off-peak conversion rates are something you’re interested in, I’d suggest running your current Control vs. a Challenger with a discount/promo opportunity during off-peak times.  Be as specific as possible when targeting.  You can make the assumption that the Challenger (with a discount/promo offer) will win, but you’ll get to see the actual data that will prove or disprove your theory.  This also gives you the data that you need to ensure that this discount is paying for itself, and hopefully generating additional revenue.  From there, continue to optimize the discount/promotion so that you can find the recipe for the secret sauce that creates conversions (discount offer, copy, image, etc.).

This is a pretty basic concept that illustrates that way that you can target a lower producing segment of your business and use testing to turn it into a source for big wins, and big learnings. The more detailed you can be when targeting, the more detailed and accurate the results will be.  Testing arms you with the data you need to share throughout business units in your company and make a positive impact throughout your entire organization.