Boston, MA OBJECTIVE: As a full-service SMS provider, Text2VIP sought to prove for its client, Bare Feet Shoes, that text messaging impacted consumer behavior, both online and in mobile. Media Armor executed the study by isolating and quantifying the conversion and brand engagement of consumers exposed to messaging.
TIMING: The study ran from October 15th – November 1st, 2010, and encompassed data from two SMS blasts.
EXECUTION: The study was performed in partnership with Text2VIP, on behalf of Bare Feet Shoes. Messaged consumers were identified post-SMS, site interaction and conversion behavior followed across mobile and online devices, and compared against an organic site traffic baseline.
RESULTS: Our findings indicate that SMS positively impacted consumer behavior across multiple platforms, and:
Generated a 2:1 ROI Cross-Platform:
When measuring mobile-to-online purchase behavior, SMS heavily influenced the consumer’s purchase decision, generating a 2:1 return on ad spend.
Improved Ability to Directly Identify Product of Interest by 67%:
SMS produced greater consumer relevance and resulted in enhancing consumer capacity to find the relevant item of interest by 67%.
Increased Consumer Engagement in the Funnel by 27%:
Text messaging created greater brand awareness and utility, enhancing consumer engagement with Bare Feet Shoes. In direct correlation to improvement of identifying specific products of interest, SMS increased a consumer’s likelihood of browsing deeper in the purchase funnel by 27%.