Helping Network Rail Test Customer Preferences

What was the goal?

This was quite a unique campaign in that the client wanted to test the performance of different copy, landing pages, and offers across various customer segments.

Actions:

1. Create multiple campaigns across their different customer segments.
2. Setup reporting metrics and methods as to assess the 'winning' copy, landing page, and customer offers.
3. Analysing the data to provide ongoing campaign recommendations and further testing options to run.

Results:

The client received clarity on what matters most to their customers with travel offers and how best to promote them.

1. A clear winner across all campaign tests (ad copy, landing pages, and customer segments)
2. An insightful reporting methodology that could be used to present internally to senior team members
3. Further opportunities for ongoing campaigns and future testing

The client was delighted to receive such clear results in a short timeframe

Summary

This was a slightly different campaign in that instead of purely maximising conversions in the short-term there was a desire to understand more about what works for their marketing across copy, landing pages, and customer audiences. This was achieved in a matter of months, pleasing the client and I learned a lot myself.