Prior to starting any campaign, the agency used ROUX to begin with a phase of testing. By doing this, they quickly gathered relevant data to model from and build what is called a ‘snowball effect.’ This essentially models the law of large numbers where the more relevant data you collect, the more accurate the targeting becomes.

For Greenlight, the agency used ROUX to iterate through a large number of elements that require in-depth testing, such as creative, audience targets, landing page effectiveness, etc. One of the initial keystone findings contrasted with a widely-held industry assumption that running app event campaigns straight to the App Store is the best way to generate conversions. It’s even suggested by many ad platforms.

Greenlight has a product that requires consumer education. With ROUX, the agency quickly discovered that directing individuals into the App Store did not fit the overall model of qualifying the right people before someone installed or made a registration decision. To test this, traffic was sent to a website landing page where people could gather more information about the product before deciding to continue through the registration process and in turn decreased cost per registration by 41%.

Additionally, another keystone moment during the analysis of the campaign was a daily mapping of conversion rates at each step of the 12-part registration sequence. Through several analytics tools, it was identified that there was apprehension in certain parts of the registration funnel that required users to input sensitive personal information. Utilizing business intelligence from ROUX, the agency conjectured and suggested that that users preferred registering in a web-based application instead of having to install the app. Once implemented, the conversion rate increased by 51%, reducing potential customer attrition and decreasing cost per acquisition.

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