I always love to hear how Adobe Target customers are using Adobe Target and other Adobe Marketing Cloud solutions to get incredible results from their digital marketing. It’s great to know what our customers are testing, and why they’re testing those specific things, because it helps us to make sure that we’re focusing on developing the right capabilities in the solution. But it’s also personally rewarding to see what results they get, and to experience their excitement around the results.
Recently, I had the opportunity to see some of the exciting tests our customers were running and the incredible results they were getting.
In early December, WhichTestWon, the online site that lets you guess which experience won in a real A/B test, joined forces with the Adobe Target team to launch a contest: the WhichTestWon first annual Adobe Target Awards. In this ongoing contest, we’re asking Adobe Target customers to submit a test that got big results (good or bad), taught important lessons about testing, or was cutting edge.
We’ve divided the contest into three rounds—one each in December, January, and February—and we’re selecting a Mobile and Web category winner each round. Winners get a complimentary registration to Adobe Summit 2016. Airfare and hotel is on us. Plus, their test is entered for the Grand Prize, which will be awarded in a fun-filled session at Adobe Summit in Las Vegas, S910: Step right up and guess the test winner.
As the first round of the contest closed just before the winter holidays, Andrea Warner and the WhichTestWon team, along with Kevin Lindsay and I from Adobe Target were thrilled to get a large number of contest entries. Believe me, it was difficult to choose only two winners when we had so many great tests entered into the contest, but we’ve finally chosen the two winners for round 1.
So with that, I want to announce our mobile category and web category winner for the first round of the contest: Time Warner Cable for Mobile, and Ferguson Enterprises for Web.
Coco Iida, Senior Manager for Online Measurement and Engagement at Time Warner Cable submitted a call to action (CTA) test designed to increase overall sales—both online and through calls to place orders from mobile prospects. She’s been using Adobe Target for about two and half years, and works closely with Adobe Target consulting. She counts on consulting to advise her and Time Warner Cable’s optimization team on test ideas and to implement their tests. This test, which made it easier for mobile users to call to place an order, got them a tremendous 11.83 percent increase in overall sales to new customers.
Coco highlighted two features that are important to her team for mobile testing—the ability to filter device types on and off when targeting a test, and the mobile viewports feature that was released this past fall. Find out more about these Adobe Target features and others designed for optimizing and personalizing for mobile.
Melody Walk, Digital Optimization Manager at Ferguson Enterprises submitted two Web tests that showed the power of iterative testing. Ferguson Enterprises is a wholesale distributor of plumbing and HVAC supplies. Her team has only been using Adobe Target for a year, and she knew they needed to have a big win early on to gain support for the optimization program.
No problem there.
They did a total redesign of a banner—first running a test targeted to customers who had not joined their loyalty program. The redesign was a clear winner, and that led to iterative tests of imagery, CTA buttons color and text, and banner message, to refine the best experience further. This resulted in a 72 percent lift in registrations for their loyalty program.
They then applied their learnings to a similar test on their customers who were members of their loyalty program. They wanted their customers to redeem their loyalty points. The winning experience resulted in a 41 percent lift in redeeming loyalty points for rewards.
Melody says that they rely very heavily on the tight integration between Adobe Target and Adobe Analytics to identify their most valuable and interesting segments for targeting and to also to better understand their results through looking at them through complex segments. Learn more about the integration.
She also mentioned that she’s a huge WhichTestWon fan. In fact, the fun and excitement of WhichTestWon’s weekly contests inspired her to make testing fun at Ferguson. Whenever they launch a test, the person who submitted the test idea gets to ring a gong. She also sends an email to employees with the test they’re running, and in WhichTestWon fashion, asks them to choose the experience they think won. Those who choose the experience that won get entered into a drawing for a prize.
If you think you have an Adobe Target A/B test that rivals these, then we encourage you to submit it now. Round 2 of the contest just started. If you win, you’ll join Coco and Melody on stage at our Adobe Summit 2016 session, where we’ll award the Grand Prize to the person who submitted the best test from among the six winners of the earlier contest. Winners are also in the running for WhichTestWon’s awards later in the year.
Enter the contest here, and may the best test win!