Used an audience segmentation strategy to tailor messaging and drive partner enrollment for debit cards
Looking to improve the rate of partner enrollment, Coopeuch needed to better understand user behavior and identify non-partners of the cooperative visiting its site in order to target them with tailored messages. The team hypothesized that delivering personalized messages to non-partners would encourage them to engage with steps of the enrollment flow, driving sign-ups. After working with D2B to implement both Dynamic Yield and a clear, personalization framework, the team established a first-party data strategy that would help them identify and establish audience segments. Then, Coopeuch began identifying the types of messages, recovery notifications, and calls-to-action that would drive the best responses and decided to showcase the specific details and benefits of enrollment in hero banners. These banner variations and tailored messages were then shown to the non-partner audience segment who had started the enrollment process but did not complete it. With an end goal of re-engagement, this campaign resulted in a 25% increase in conversions against the control, which was a campaign excluding exit-intent notifications, personalized messages, or homepage hero banners.
Example of homepage featuring a tailored hero banner and personalized messaging
Personalized banners to different audience segments to drive awareness for its loan re-liquidation service
Coopeuch offers a wide range of financial products and services, and in an effort to improve visibility for its loan re-liquidation service among its partners, it needed to launch personalized campaigns that would drive awareness and conversions on-site. Because loan re-liquidation services are only available to current partners of the cooperative, the enrollment flow to sign up occurs on one of Coopeuch’s microsites. But in order to access the microsite, partners must be directed from the primary, parent site. As a result, the team wanted to promote this service on the main site where they could encourage partners to begin the enrollment process. D2B helped Coopeuch create three core audiences: users who are active but have yet to take any steps toward enrollment, users who have started the enrollment process, and users who have rejected the offer for loan re-liquidation. Each of these audience segments was then shown a unique banner on the main site featuring relevant, tailored messaging based on their enrollment flow status. Coopeuch witnessed positive conversions among each of these audiences, and among users that had yet to start the enrollment process, conversions increased by 26%.
Banner message shown to partners who have yet to begin the enrollment process
Banner message shown to partners who have started enrollment
Banner message shown to partners who rejected reliquidation offers encouraging them to look into other financial service offers