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Saving 15% annual platform costs thanks to data audit
How did we save JustPark 15% of their platform costs annually?
JustPark is a park and pay app - a sharing economy digital platform akin to what airbnb is in the real estate world. It links 5.5 million active drivers with over 45,000 listed parking locations in the United Kingdom via digital touchpoints.
JustPark offers an opportunity to individual space owners that have an extra parking space or two. It offers significant improvements for the end users too. A driver can book a parking space in advance and in minutes without the need to use cash; in the comfort of their car and their smartphone.
Colours of Data and Datacop were brought in to JustPark to audit their use of their CDP tech stack with the aim to see how to maximise the value of the investment in the techstack. From our audit of JustPark’s use of Bloomreach Engagement we found 3 ways they could quickly improve their use of the platform.
1. Creative changes improved the CTR% +15%
Problem: One of their email automation scenarios was running for more than a year and the original visual and copy started to be dated. Additionally, the original visual and copy design was minimalistic. We conducted a creative brainstorm with JustPark’s marketing team and made a list of potential interventions. From this list 2 ideas had the highest perceived impact and were reasonably quick to implement given the resources available.
A/B Test: To evaluate the impact of the proposed interventions we have conducted 2 major A/B tests. The first was testing the viability of the an attractive and thematic hero image. The test involved 3 variants. Variant A contained a Hero image focused on a car. Variant B contained a Hero image focused on a garage. The control group saw no hero image at all in the email.
Results: The car visuals outperformed the control group by +8% CTR and the garage visuals had an uplift of +15% CTR compared to the control group in a 3 week testing period. This has shown that having image visuals in this automated scenario has value and set all the emails with the Garage visual. We agreed that going forward a test using an animated Hero image vs a static Hero image could be an interesting to drive incremental growth further.
2. Social Proof in Copy improved the CTR by +11%
Opportunity: The copy of the scenario was never “tinkered” with. It was identified as a potential way to improve the email and place to experiment. The marketing team from JustPark was keen on experimenting with the use of social proof in their copy. The Variant A would be told that around 50% of drivers (based on JP’s internal research) fear they are being overcharged by their garage, instead of just reminding them that If you don’t yet have a trusted garage near where you live…
A/B Test: The second test was focused on the viability of using social proof in the copy. This test was done after the first test was concluded. This test only involved 2 variants, one with the original copy and one with the social proof. Additionally the link was made wider to be easier to click on; as well as make the purpose of the link stand out better.
Results: Emails with the Social Proof Copy had a +11% CTR uplift in a 2 week testing period. This has shown that using a well phrased Social Proof in an appropriate context has a positive impact on CTR of an email.
3. Optimized their scenarios to use far less data capacity with the same volumes of send-outs.
Problem/Situation: The use-case’s original design was overly reliant on API Webhooks to transform data into their needed format for the automation to function. That created 2 extra events during the automation process that are not necessary and can be replaced with native features of Bloomreach Engagement.
Data Analysis: of the scenario events and logic revealed that around 60% of the events that were used to power the use-case could be replaced.
Implementation: This required the redesign the scenario logic and the setting up of customer data attributes using Bloomreach Filters, Aggregates and Expressions. Because the CDP’s costs are directly linked to the number of events processed by the system, this had a major impact on the annual cost of the software for JustPark.
Results: The Optimisation resulted in an approx. 15% savings on annual platform costs for JustPark.
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