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Should you segment your offer by gender?



WhichTestWon's Analysis: (Click back to see versions A & B)

– Case Study –


Opportunity:

Greenhouse Group, a Dutch digital media agency, conducted this gender-specific case study for their client Staatsloterij, the Dutch national lottery company.


Goal:

The study goal was to determine whether gender effected conversions to a lottery ticket bonus prize, sent by email.

To test, the audience was segmented by gender. Both men and women received an email offer for a lottery prize, but in the variation, men saw a different featured bonus prize than females.


Background:

For folks who identified as females, the advertised bonus was a chance to win tickets to a prestigious sold out concert featuring the famous Dutch artist, Marco Borsato.

Initially, the team planned on offering this bonus to all players. But, after doing some research on Facebook, they discovered about 70% of all people who “liked” Marco Borsato were women.

With this knowledge, the team suspected the bonus concert prize offer might not motivate the male audience segment to convert. So, the team decided to create a test variant in which they switched the featured concert ticket offer with a Jackpot prize, in the emails sent to men.


Test Details:

The gender segmented emails were measured against the control, which featured the same offer — concert tickets — for both genders.

In total, 132,000 people received an email offer over an eight-day period.

Half the recipients received the control email offer. The other half saw either the concert ticket, or bonus prize offer, based their gender. Although the total sample population contained proportionally more men (62%) than women (38%), the test was constructed so both genders were evenly split across both the control and variant groups.

Greenhouse created the emails using Siebel, a CRM application from Oracle. They also utilized Siebel to set-up the targeting and track the email send to open rate.  Google Analytics was used to track conversion data, including shopping basket adds, orders, and product conversions.


Hypothesis:

The team expected that segmenting the bonus offer by gender, achieved by altering the main offer presented to men and women, would lead to a higher overall conversion rate.


Results:

Winner: Version A – The gender segmented version was the strong winner.

Segmenting the email offer, by gender, lifted lottery ticket orders 46%, at 99% confidence.


Analysis:

Your visitors all think, act, and behave differently. So, don’t treat them all the same way!

Appropriately segmenting your audience is key for conversions.

Gender is one obvious way to segment. However, to aptly segment by gender, you must intimately know your audience’s’ preferences, likes, and dislikes.

Deeply understanding your audience can give you insight that you can then implement in your own A/B studies, just as Greenhouse Group did. You can do this in a myriad of ways. For example, try researching the preferences and behaviors of your audience in Facebook

Also, keep in mind, gender is only one way to segment visitors. There are many other ways to skin the cat.

For example, you may want to look at new versus returning visitors, or segment visitors by device type, or location. For each segmented category, your goal should be to present highly relevant information, specific to that group. As this article in Forbes magazine explains, creating contextual relevance is a key way to appeal to customers. Offers seen as relevant are more likely to convert. 

To help you seamlessly segment, consider using a technology, like BounceX, that reads visitors’ digital body language to accurately target, segment, and present relevant content to visitors, in real-time.


Actionable Takeaways:

  1. Think segmentation. Always consider effective segmentation strategies in your email campaigns and outreach efforts. A tailored tactic is usually much more effective than taking a one-size-fits-all approach.
  2. Create relevance. Producing relevant content, and imagery, that resonates with your audience, and their preferences, will convert a whole lot better than generic material that doesn’t strike a chord.
  3. Do your research. To come up with powerful segmentation strategies, do some preliminary research about your audience. Facebook is one resource to tap, but you can gain insight into your audience many ways.

Tell Us Your Thoughts:

Why do you think the gender segmented version worked best?

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Winning Version

A

Reader Guesses:

Which Test Won?

  • Version A
  • Version B
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