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magnify360 Inc. provides the industry’s most advanced marketing optimization platform. Since 2004, the magnify360 Platform has enabled marketing professionals to better understand their visitors and target them with personalized on-site experiences, to increase conversions. Beginning at a visitor’s first click, the magnify360 Platform builds and maintains a comprehensive profile of the individual, based on their implicit and explicit behaviors. Simultaneously, the Platform tests, analyzes and delivers the most effective on-site experience for that visitor, with varying messaging, media, offers, layout, capture forms, flow of pages and more.
Client: Continental Warranty is the nation’s leading consumer-direct auto warranty company. By offering warranty coverage directly to the consumer, Continental Warranty is able to cut out middleman markups, like auto dealerships, and offer affordable, comprehensive plans. The company covers most vehicles up to 10 model years old and up to 150,000 miles and with over 15 different plans so that consumers are guaranteed to find a plan that fits their needs.
Challenge: The primary objective of Continental Warranty’s existing search advertising efforts was to generate leads by offering free auto warranty quotes on its landing page. By the Spring of 2007 however, Continental Warranty had hit a plateau in the lead capture rate of its paid search campaigns. At the time, the company was averaging 700 web leads per week from 20,000 keyword phrases and was facing serious difficulties increasing its lead volume.
The project initiated as a 3-month pilot, utilizing only 25% of Continental Warranty’s paid search traffic, but quickly expanded when the results exceeded the client’s expectations. Strategy: As with every client, magnify360 began the pilot with a kick-start meeting to better understand Continental’s challenges, goals, existing lead volume, and brand guidelines. Together, magnify360 and Continental Warranty also determined the qualifying parameters for a lead, a lead score and a conversion.
Next, magnify360 followed its best practices to profile, target and convert Continental’s visitors: Profile: The magnify360 Optimization Team begins by identifying a client’s most dominant visitor profiles and enhancing them with magnify360’s library of proprietary profiles. As visitors enter a client’s site, the Platform matches against these combined profile sets, enabling it’s targeting capabilities.
Target: magnify360’s adaptive microsites are designed to respond in real-time to the behaviors or profiles of individual visitors, targeting each with their ideal on-site experience thereby increasing their likelihood to convert. Customization of the microsites includes varying copy, graphics, offers, layout, capture paths, navigation, and more.
Convert: Finally, the magnify360 Platform pushes individual visitor’s profile information to a client’s CRM system in real-time, scoring each visitor by its dollar value to the sales team. Furthermore, this profile or personality data assists the sales team in closing the deal. The magnify360 Platform automatically optimizes traffic in real-time, testing and adjusting the profiling and targeting of every page for each individual visitor.
Tactics: To properly gage performance, magnify360 directed 30% of Continental’s traffic to the client’s standard landing page, to serve as a control. The remaining 70% served as the test group, the visitors of which were directed through magnify360’s adaptive microsites. After meeting with the client to review the performance of the 10-day pilot, Continental Warranty promptly redirected 100% of its search traffic to magnify360’s adaptive microsites. magnify360 had increased the test group’s lead volume by an overwhelming 42% in only a week and a half. Based on the data collected from the 10-day pilot, magnify360 identified additional profiles and developed new microsites targeted to those profiles. For example, visitors shopping for a warranty on their new car were sent to a microsite that featured new car imagery with messaging detailing the costs associated with repairs on a new car. Visitors with older cars were presented with images of a broken down car and information about roadside assistance, speaking directly to those visitors’ pain points. Visitors profiled as Analytical Researchers were served content rich microsites, loaded with metrics, graphs and text, while Visual Learners were directed to microsites featuring heavy imagery. Because the magnify360 Platform automatically optimizes in real-time, the Optimization Team was able to focus on identifying and developing new profiles and microsites for Continental Warranty. To date, the Optimization Team has identified 25 distinct profiles and developed over 15 adaptive microsites (See page four).
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