Linkedin Carousel + A-B testing for Twill
Backstory:
Maersk is a global giant in the Shipping and Logistics Industry. It is the largest by fleet capacity, with 18% of worldwide fleet capacity. During my time with Maersk I was the primary marketing and communications' Senior graphic designer dedicated for Twill (now Maersk Go).
It is a great platform to manage all the cargo shipments and tasks and it's designed to target SMEs and a one-stop shop for integrated logistics.
Towards the 4th quarter of 2021, It was noticed that sales had dropped significantly although the festive seasons were fast approaching.
The Findings:
1. 70% of the signed up users revisiting the website never made any booking
2. Existing customers would only search for the same services that they used before and
3. New visitors would visit for knowledge articles, but unaware of the offerings. (70% of total visitors)
The Objectives:
Target 3 specific customer-base depending on their activity in the Twill Website,
Non-booking users: to nudge them or to offer
Existing users: to upsell other twill products.
New/Unique Visitors: to create brand awareness
I was tasked with creating a LinkedIn Campaign - (carousel ads) with an opportunity to do A-B testing.
The Design decision:
Why do A-B testing?
- Uplift CTR numbers compared to existing posts on Linkedin.
- Twill had consistent style but monotony was setting in.
- Improve effectiveness with slight design changes.
Twill's posts, although easily recognisable, were too focused on the industry itself (logistics/ containers/ shipping) than on their customer's emotions/ aspirations or the Twill platform. Building a story around this was something I wanted to experiment with.
According to the user segments, I designed options A & B within Twill's brand guidelines. The Twill Triangular design elements were crucial part of the brand's look. Fonts were consistent. Copy was consistent. Images used and the text layouts were the only exceptions.
The Unique Visitor segment was focused on for the A-B testing exercise.
Option A: Follow a specific customer's story using the Twill Platform -Focus on ease of use with Twill.
The Design decision:
1. Retaining the gradual colour shift from Branding to Information (Twill Light to Dark)2. Images used are as per the Twill imagery vision
3. Primary objective, breaking the monotony of repetitive design and keep it uncluttered
Option B: Full images with 'Logistics' + 'Containers' and 'Shipping' imagery.
The Design decision:
1. Conventional imagery - Logistics + Containers + Shipping with people in them.2. Use full images and not cutouts as tried last. Retain the gradient transition.
The Results:
The test was conducted for 4 weeks with two different audience segments viewing either Option A or B.
The analysis showed that Option A had a marginally higher CTR than Option B. On average LinkedIn CTRs range between 0.39% and 0.65% with anything above it being exceptionally good.
Option A: Option B: CTR -0.96%
Non-booking users
Existing users
With this as our guide for the campaign we release two more sets of ads targeting the other segments and this increased the sign up rates by 10 %.
