Global geo targeting casestudy

case study:

going global with geotargeting a publication from

going global with geotargeting

ModCloth and the Foreign Fashionistas “ModCloth is growing incredibly quickly,” said Eric Koger, CEO of Modcloth, “and Monetate helps us keep our focus on the needs of each individual customer as we grow. Monetate drives revenue for us every day by giving each shopper a relevant and compelling experience.”

ModCloth—an online retailer of clothing, accessories, and decor—is quick to recognize the tremendous power of geotargeting offers to customize messaging, graphics, and other content to different visitor segments. The online retailer uses location-detection to boost revenue at zero cost, a great example of how client-side website optimization technology empowers marketers to create great shopping experiences through improved site access, flexibility, and measurability.

Modcloth.com is one of the hottest websites in the world of indie fashion. However, when working with the Monetate Client Success team to identify opportunitities to optimize website performance, Modcloth found that 20% of site traffic was converting poorly. Further analysis revealed that this traffic was coming from outside North America.

Modcloth was popular overseas, but very few “foreign” visitors were actually buying.

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going global with geotargeting

Although ModCloth was happy to process overseas orders and ship

reduced shipping. The campaigns simply served a relevant message

internationally, this global support was just not obvious from the

to the appropriate traffic segment. That segment’s revenue doubled,

website. The reason? ModCloth was more focused on domestic sales

and more than two and a half times as many visitors were converted

and reluctant to use up scarce website real estate with messaging that

into new customers—without the retailer having to cut prices, give up

was just for international visitors.

space on the site, or give something away.

The solution was to create a set of targeting campaigns that displayed

When you do it right, this type of location-based marketing can

messaging about international shipping in the form of banners and

produce very impressive numbers. Of course, very few forms of

overlays, but only to visitors from locations outside North America.

marketing are guaranteed to work in all cases. One best practice is to

This type of segment-specific targeting gets the point across without

test all messaging and promotional campaigns using a Control Group

blocking out space on the site. For added effect, campaigns targeted

or A/B splits. If the tests prove positive, you can then drop the Control

visitors by country, letting them know that Modcloth was happy to ship

Group, go with the winning campaign, and maximize your lift.

to their location. The results? Measured against a control group, this campaign produced, from the targeted segment:

· 100% lift in conversion rate · 100% lift in revenue · 167% lift in new customer acquisition Keep in mind that this international segment was fully one-fifth of the entire site traffic, and these campaigns were not “offers” of free or

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