Transformed underperforming channel to profitable growth driver.
Push notification engagement was performing significantly below industry benchmarks, forcing the organization to consider either dramatically increasing marketing spend or discontinuing push notifications entirely for the website. Poor performance was limiting ad revenue potential and threatening the viability of this customer retention strategy.
The Problem
I implemented a comprehensive optimization strategy focused on systematic experimentation and implementation of the winning variations:
Content Testing: Conducted ongoing A/B tests on headlines and messaging to identify high-performing copy
Visual Enhancement: Tested emoji usage and imagery variations to increase visual appeal and engagement
Placement Optimization: Experimented with different notification timing and frequency to maximize user response
Performance Monitoring: Tracked click-through rates and revenue per mille (RPM) to measure ad revenue impact from increased website traffic
The Solution
Transformed underperforming channel from potential elimination to profitable growth driver.
Due to the large audience size within our testing segments, we were able to reach statistically significant results within ~2 days after launching the first test, gifting us the ability to rapidly implement winning variations and iterate for future tests so we could compound the winning variations.
70% increase in click-through rate (CTR) within the first 60 days of launching our systematic testing plan
90% increase in revenue per mille (RPM) within the first 60 days of launching our systematic testing plan
$300,000 in revenue generated by end of first year