What is an Incremental Campaign?
Incremental campaigns are any tests run against a control group.
The objective of incremental campaigns is to identify the variant that generates the highest positive primary performance metric uplift compared to the control group, before exposing that variant to a wider audience.
This testing sequence ensures that Yieldify campaigns have a net positive impact on consumers’ experience before placing them more permanently on a website.
How do I know if an Incremental Campaign is successful?
The primary performance metric of incremental campaigns for websites that report revenue is Revenue Uplift.
Yieldify’s Probability of Success formula measures the likelihood that a variant generates a positive revenue uplift compared to the control group. Therefore, the winning variant of a test is the one with the highest Revenue Uplift.
You can read more about Probability of Success here.
How are campaign metrics calculated?
With Yieldify, you can create three types of incremental campaigns:
incremental no-click (ie. social proof)
incremental click (ie. traffic shaping)
incremental lead (ie. lead capture)
Incremental No-Click Campaigns
Incremental Click Campaigns do not contain a submission form nor a CTA and are tested against a control group.
Yieldify reports Incremental No-Click campaign performance with the following metrics:
Sessions: number of sessions that resulted in an impression of the variant or control group
Conversions: number of sales after a campaign variant or control group impression
Conversion Rate: percentage of sessions that resulted in a sale after a campaign variant or control group impression
Calculation: Conversions / Sessions
AOV: (Average Order Value) average revenue generated by sales that occurred after a campaign variant or control group impression, within a website's purchase cycle.
Calculation: Total Revenue / Conversions
Revenue per Purchase Cycle: average amount of revenue generated per session by consumers in each variant or control group, within a website's purchase cycle.
Calculation: (Conversions * AOV) / Sessions
Revenue Uplift: percentage difference in revenue per purchase cycle between users who saw the variant and users placed in the control group.
Calculation: (Variant Revenue per Purchase Cycle / Control Revenue per Purchase Cycle) - 1
Probability of Success: likelihood that the variant generates a positive uplift on the performance metric (Revenue Uplift) compared to the control group.
Read about Probability of Success here.
Incremental Revenue: additional revenue generated from consumers who were exposed to the campaign
Calculation: (Variant Revenue per Purchase Cycle - Control Revenue per Purchase Cycle) * Variant Sessions
Incremental Click Campaigns
Incremental Click Campaigns contain a CTA and are tested against a control group.
In addition to the metrics provided in the Incremental No-Click performance tables, Yieldify reports Incremental Click Campaigns with click-relevant metrics:
Clicks: number of times the variant’s CTA was clicked
Click Through Rate: percentage of sessions that resulted in the variant’s CTA being clicked
Calculation: Clicks / Sessions
Incremental Lead Campaigns
Incremental Lead Campaigns contain a submission form and are tested against a control group.
In addition to the metrics provided in the Incremental No-Click performance tables, Yieldify reports Incremental Lead Campaigns with lead-relevant metrics:
Leads: number of form submissions for that variant
Lead Capture Rate: percentage of sessions that resulted in the variant’s form submission
Calculation: Leads / Sessions