Overview
- Primary/secondary KPI: Bounce rate
- Page type: Homepage
- Features used: Segmentation, testing, weather-based targeting
- Industry vertical: Apparel
- Channel: Web
Outdoor retailer delivers rain-specific homepage to visitors with rain in their local 2-day weather forecast.
Strategy
Challenge
Visitors landing on your site come from all over geographically and are likely to be anticipating different weather conditions at any given time, with weather-specific intent and needs.
Solution
- Segment visitors based on their location and local weather forecast in their region
- Anticipate their needs by serving creatives best suited for their respective weather
- Test variants to gain deep insights to the preferences of each segment
Outcome
- Reduce bounce by as much as 10%
- Increase click-through rate
- Increase conversion rate