In October 2018, I collaborated with the Product Owner for Insurance and the Insurance Marketing team to launch a retargeting effort for Auto Insurance on the AAA Northeast Homepage. Visitors who have started, but did not complete a MA Auto or EZLynx quote, will see a targeted hero banner on the AAA Homepage encouraging them to finish the quote they have started.
(EZLynx is a third-party quote funnel. Visitors from RI, CT, NY and NY need to submit their quote through this funnel.)
The primary goal is to increase the number of Auto Quote submissions on the website. The secondary goal is tracking the number of clicks to the auto insurance hero image.
Experience Targeting (XT) delivers content to a specific audience based on a set of marketer-defined rules and criteria.
When setting up the Experience Target activity in Adobe Target, we were able to:
Returning visitors who abandoned the auto insurance quote funnels will see the hero image below on the AAA Northeast homepage.
Below are the overall results, as of June 20, 2019, for this retargeting effort. The Experience Target activity is still live, and continues to have a positive impact on conversion rates.
