Part of the Callcredit Information Group
Challenge
Gaming clients consistently face the challenge of driving individuals to their website with the aim of generating registrations and deposits. In such a fast paced industry consumers are fickle and alternate between brands dependent upon the offer.
A client with leading High Street presence in the Leisure& Gaming industry approached Latitude with the aim of maximising their conversion rate. Latitude suggested retargeting as it has been proven to generate conversions at a lower cost than those who have never been to the website before.
Solution
Latitude targeted two pools of users using cookies of those who had landed on a splash page and not registered, and those who had registered and not gone on to deposit.
If the user had landed and not registered, they are served an ad with a message that acknowledged that they had visited the site and persuaded them to come back by promoting the bingo welcome offer of ‘Thought about playing Bingo? Get £60 Free Play’. Similarly if the user had not deposited after registering, they were served an ad with a message that acknowledged this and persuaded them to ‘Come back and play Bingo!’.
“Latitude came up with a creative and cost-effective strategy by using retargeted messages aimed at two pools of users. The campaign has been very successful since going live in February 2011 and we could not be happier with the results. ”
Marketing Manager
Large High Street Bingo company
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