Case Study
Healthcare Nonprofit Achieves 51% Site Engagement Boost with Ad Ambience
See how optimizing for user experience with Ad Ambience propelled a healthcare nonprofit to significantly improve their ad campaign performance.
The Challenge
A healthcare nonprofit wanted to drive qualified traffic to their website, where people could learn about the nonprofit’s mission and how to donate or volunteer.
The problem: their early advertising efforts drove clicks, but the users weren’t spending time on site, visiting additional pages, or taking any next steps.
The nonprofit looked to Ad Ambience in conjunction with their digital marketing agency for a way to drive more engaged traffic.
Strategy
Ad Ambience’s user experience site ratings benchmark over 50 UX metrics from page speed to CPU usage. These ratings can then be used to identify and target better ad environments.
Ad Ambience applied its UX ratings data to the nonprofit’s most recent site delivery report, and segmented it into two groups:
- Group 1: Websites with an average to below-average user experience (sites rated C, D or F)
- Group 2: Websites with a great user experience (sites rated A or B)
The test was launched running the same display ads to both groups.
The goal was to improve “Site Engagement”, defined as users that spend at least 10 seconds on site, visit another page or complete an action.
Results
Group 2 vastly outperformed Group 1 on all success metrics.
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