National Express: Proving the Incrementality of Retention


To help prove the incremental value of retention based overlay activity.


Relevant tracking was implemented across specific travel routes. Audiences were split into three test groups; two groups had overlay creative displayed to them (with differing messaging – ‘Book’ or ‘Save’) whilst the other group was not shown any creative at all. Purchase data was recorded for a month and then analyzed for results.


The test proved beyond doubt that retention based activity did indeed drive incremental activity; those shown overlay creative had a 10% higher propensity to buy than the group not shown any. The AOV also increased when overlay creative was displayed. The messaging that had the highest CTR mentioned the term ‘Book’ rather than ‘Save’.


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