ADP Engagement Meter: Banner Ads
ADP’s Engagement Meter serves as a personalization tool connecting businesses to app solutions while leveraging big data insight into employee satisfaction.
Designed banner ad creatives to increase inbound marketing traffic and conversions alongside continued efforts in CRO and A/B Testing
Let’s take a journey and examine the creative process for ADP’s Engagement Meter digital marketing efforts
Category
Website
Role
- Lead Designer
- Marketing Strategist
Brief
Business
B2B model (HR practitioners)
Audience
ADP clients and prospects
Focus
Increase traffic and app store CTR
Opportunity
Qualified leads and conversions
Challenges
Inbound Marketing: Traffic & Conversions
- Lead gen conversion is low
- Total traffic volume is sparse
- App store conversions from EM are non-existent
Goals
- Increase traffic to Engagement Meter by 10%
- Increase number of daily form submissions by 10%
- Increase number of monthly free trials by 20%
Insanity: doing the same thing over and over again and expecting different results. ~ Albert Einstein
Strategy
- Improve the performance of the current remarketing campaign
- Develop a strategic remarketing campaign leveraging new creative messaging and design
Grow: Version B
Banner Ad: Leaderboard (728×90)
Banner Ad: Large Mobile (320×100)
Banner Ad: Inline Rectangle (300×250)
Banner Ad: Large Rectangle (336×280)
Banner Ad: Half-Page (300×600)
Banner Ad: Wide Skyscraper (160×600)
Result
Remarketing Strategy: Banner Ad – Grow (Version B)
8.12%
CTR (Click-through Rate)
29,000+
Impressions
- Increased CTR (Click-through Rate) by 8.12% on 29,000+ impressions
Grow: Version C
Banner Ad: Leaderboard (728×90)
Banner Ad: Large Mobile (320×100)
Banner Ad: Inline Rectangle (300×250)
Banner Ad: Large Rectangle (336×280)
Banner Ad: Half-Page (300×600)
Banner Ad: Wide Skyscraper (160×600)
Result
Remarketing Strategy: Banner Ad – Grow (Version C)
26.57%
CTR (Click-through Rate)
33,000+
Impressions
- Increased CTR (Click-through Rate) by 26.57% on 33,000+ impressions
Additional Projects
ADP Engagement Meter: Website Redesign
- Architected a more intuitive and user-driven experience leveraging symptoms-based personalization focused on users needs aligned with industry expertise
ADP Engagement Meter: Gated Lead Gen
- Created test ideas and design iterations for next phase of ADP Engagement Meter project leveraging CRO and A/B Testing
- Design includes several gated lead gen modals
CRO Project & A/B Testing: App Promo
- Created test ideas and design iterations for next phase of ADP Engagement Meter project leveraging CRO and A/B Testing
- Design includes app promo (recommendations) and personalized insights within an off-screen slide menu
Digital Marketing Strategy: Email, Landing Page, and Targeted Lead Nurture
- Developed creatives and prototype to enhance digital marketing strategy focused on increasing inbound marketing traffic and qualified lead generation
- Areas of focus include smart and personalized email, landing page optimization, and targeted lead nurture
