Product

How it Works: A/B Split Testing and Retargeting 

Marketers can now enjoy the same testing sophistication from mobile as they do from their other marketing channels. Test your Push Notifications, in-app content and SMS messages by tone, urgency and call to action. Then, see in real-time which messages achieved the highest Conversion Rates, the deepest Engagement, and the best ROI.

Sometimes, though, your messages don’t generate the desired response the first time around. We allow you to segment and send follow-up messages to your users based on how they respond (or don’t respond) to your Push Notification or SMS messages.

For example, an A/B Split Message Test with Retargeting looks something like this:
A well-known national cosmetics and perfume retailer with a mobile app wants to remind its reward-program members that their accrued points are about to expire. The retailer deploys two versions of the same message to their app users who have not redeemed their points:

• "LAST CHANCE to score great deals with your Beauty Insider rewards gift card!"

  Message A had a 40% open rate and a 20% redemption rate. For every 100,000 messages sent, 8,000 led to a conversion.

• "LAST WEEK to redeem your Beauty Insider rewards gift card!"

  Message B had 30% open rate and a 30% redemption rate. For every 100,000 messages sent, 9,000 led to a conversion.

Message B had 30% open rate and a 30% redemption rate. For every 100,000 messages sent, 9,000 led to a conversion.

Though it had a lower open rate, message B yields better ROI because it had a higher redemption (9% vs.8%). So the retailer disseminates that message to a wider audience.

Retargeting 

Then, to maximize ROI even further, the retailer retargets customers with an additional message, taking a segmented approach based on the original test. There are, in fact, six possible outcomes in our sample A/B test:

Message A	Message B
Opened / Redemption	Opened / Redemption
Opened / No Redemption	Opened / No Redemption
Not opened	Not opened

Using this matrix, our marketer could take any number of Retargeting approaches. As an example, she might retarget:

• Everyone who opened message A and B and took the redemption could receive a new message offering triple points for taking an additional action (e.g., a survey, a social share, etc.)
• Everyone who opened message A but did not redeem is sent the winning split test message.
• Everyone who opened message B but did not redeem is sent a more enticing message, perhaps offering bonus points.
• Everyone who didn’t open either message A or B is sent a message with a more urgent call to action.

Action Analytics 

We link individual message copy to user behavior with our real-time mobile app and mobile web analytics engine. Harness and act on deep, granular data such as number of messages opened, time since last open, and opens resulting in goals such as registrations, purchases or social shares being reached.

At Scale, Seamlessly 

We work with clients such as global sensation Fruit Ninja (400 Million app downloads). We work in a dozen languages and across 24 time zones, demonstrating global scale and sophistication that can meet the demands of even the largest enterprises.

OtherLevels works seamlessly with your current messaging vendors and in-house systems.