Eliminate guesswork, test everything
If member satisfaction can be viewed as a journey, then the PBDE is the vehicle—and experimentation and measurement are the headlights. Determined to continuously improve member experiences, AAA Northeast chose the Adobe and Microsoft solutions for their strong testing and analytics capabilities.
Adobe Experience Manager acts as the content management system, allowing the digital team to push content to the website with speed and flexibility. But the real advantage comes in its seamless integration with Adobe Target, Adobe Analytics and Microsoft Dynamics 365 for Sales, enabling digital teams to respond to customer needs with targeted experiences.
“With Adobe Experience Manager as our foundation for content, we can use Adobe Target and Adobe Analytics to experiment with new ways of reaching members,” says Pelletier. “We are constantly testing different parts of the experience to validate whether or not our content and transactional funnels are as effective as possible. Adobe and Microsoft provide a full end-to-end solution for measuring our marketing tactics, not just to the sales lead, but right through to the off-line sale.”
In fact, AAA Northeast has used Adobe Target to run more than 450 real-time AB tests on its website over the past 18 months, measuring every interaction with Adobe Analytics so the team can rely on solid data to make informed decisions about the digital strategies that work best.
For example, the team performed extensive testing on the “join” landing page to increase the number of people who complete the membership process. By adjusting the hero image, call to action and ways of displaying membership benefits and fees, the team increased the percentage of people signing up for new services from 26% to 45%, bringing in thousands of new members online.
The digital team also modified the log in process, having received feedback that it was too cumbersome. Behavioural data in Adobe Analytics showed that the multi-step process was discouraging people from renewing memberships.
“Using Adobe Target, we found that a simple guest log in option made the process much easier,” says Pelletier. “The change improved online renewal rates by 13%—and at 5% of the cost of traditional channels such as the call centre.”
AAA Northeast’s commitment to using data to innovate even led to a surprising decision to start accepting promotional join codes issued by other AAA clubs. “People were dropping out of the join process after having their codes rejected. Fewer than 20% actually signed up for a membership,” says Pelletier. “With a more nuanced understanding of people’s behaviour through Adobe Analytics and some AB testing in Adobe Target, we boosted clickthroughs to 62% and grew membership by 10%.”