Cookie case studies: giving customers the web, their way

Cookie case studies: giving customers the web, their way

Just last week we talked about how cookies are giving businesses a way to reach consumers in a personalised, targeted way. By installing a bit of text code on to a web visitor’s browser, a cookie allows you to get data on your customer’s browsing history on your site, as well as how they got to your site and where they left it. This allows you to make key decisions about how to reach potential customers when they come back to your site – or even to get them to come back to your site through key traffic drivers such as retargeted ads or personalised email.

But it’s all well and good to read about different digital marketing methods and how they could theoretically help your business. You probably want the bottom line. So we’ve gathered two case studies for you to further understand how cookies helped businesses grow their bottom line (and, in one case, consumer base). Maybe these same scenarios will work for you.

Isbel, San Francisco-based women’s publishing company

A subscription service for women seeking medical, relationship and empowerment advice, Isbel (http://www.isbel.com) has a doubly difficult task: capturing subscribers to pay for the service and getting consumers to understand what they actually offer and why they need it. Much like the challenge Pinterest faced several years ago when consumers weren’t out searching for online pinboards, most women aren’t out searching for women’s intimacy advice or empowerment information. Therefore, every visitor to Isbel’s site is precious, and needs to be retained. The CMO of Isbel used cookies to increase website traffic by 26%, focusing on the data received from visitors to find out where they were coming from, and sending targeted ads to those referral channels. Once visitors hit the page, data was collected on visitor site behaviour. Retargeting displayed ads with keywords and information related to where they spent more than one minute on the site. For example, those on the ‘date night dinners’ portion of the site received ads about date night and dinners when visiting other websites. Through the use of cookies, Isbel was able to bring past website visitors back to the site over and over to further educate potential consumers about how the product could impact their daily lives.

My Soccer Moves, a football and sports mobile app

American-based My Soccer Moves (http://mysoccermoves.com) had trouble initially when launching internationally, if for nothing else than its very American-focused name. No one abroad, according to the chief digital marketing strategist, was searching for soccer apps, a keyword for which the company had optimised. Creatively, the company used cookies to find where international visitors came to the site and optimised nomenclature on those referrers, which were often paid advertising sources. Further, it tracked online behaviour of current users, focusing on data collected when using the app online to determine who power users were. It then reached out to power users via email, asking them to share information about the app on their social media to further the reach with international audiences. Overall, My Soccer Moves was able to expand its consumer base abroad 14% in three months.

Cookies can be used creatively to expand your bottom line and consumer base. What ways have you found them useful?

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