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 do not report revenue is Conversion Rate Uplift.
Yieldify’s Probability of Success formula measures the likelihood that a variant generates a positive conversion rate uplift compared to the control group. Therefore, the winning variant of a test is the one with the highest Conversion Rate 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
Purchase Cycle Conversion Rate: percentage of sessions that result in a conversion within a website’s purchase cycle, for each variant or control group.
Calculation: Conversions per Purchase Cycle / Sessions per Purchase Cycle
Conversion Rate Uplift: percentage difference in conversions per purchase cycle between users who saw the variant and users placed in the control group.
Calculation: (Variant’s Purchase Cycle Conversion Rate / Control’s Purchase Cycle Conversion Rate) - 1
Probability of Success: likelihood that the variant generates a positive uplift on the performance metric (Conversion Rate Uplift) compared to the control group.
Read about Probability of Success here.
Incremental Conversions: additional conversions generated from consumers who were exposed to the variant, compared to the control
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