ClassTag is a parent-teacher communication app used in over 20,000 classrooms in the US.
While teachers are the ones who drive the adaption of the app, getting parents and school leaders on board is equally important. However, creating a website that appeals to its different target audiences is hard and ClassTag’s marketing team felt a "one-website-fits-all" approach was hurting conversions. With the wish to generate more signups in mind, the team decided to look into website personalization.
They executed three personalization experiments:
1. Optimizing the website NOT just the landing page
ClassTag used personalization to show visitors relevant messaging throughout the conversion funnel - from ad, to landing page, to sign up. This approach was especially successful for ad campaigns targeted at teachers. Here the landing pages were already fully optimized, however, many would churn before finishing the signup process. By personalizing the entire funnel, conversion rate could be increased by 33,3%.
2. Putting the visitor in charge
To improve conversion across channels, ClassTag now asks the visitor to self-identify as a teacher, parent, or school leader. An A/B test showed that self-identification in combination with personalization lead to a conversion uplift of more than 150%.
3. Closing the loop through personalized retargeting
Not every visitor who could be identified as a parent, teacher, or school leader would sign up immediately. So, ClassTag decided to run personalized remarketing campaigns on Facebook. Especially for the target audience school leaders, this was a breakthrough. Previously, it wasn’t even possible to target this niche separately from teachers, now they could be engaged through hyper-personalized campaigns.
Read on to learn about the challenges ClassTag was facing, how they executed their personalization experiments, and what their key takeaways are.