Read the testimonial from Carole Kabanda, Media Director at Darwin Agency

In her testimonial, Carole Kabanda, Media Director at Darwin Agency, explains why she integrated Web Push Notifications into her client’s lead gen strategy: Verisure.

Darwin Agency is a consulting agency specializing in digital acquisition strategies, and is involved in the entire acquisition funnel, offering a 360° service.
The media division supports customers with branding, traffic generation, sales or lead generation objectives. In the latter case, lead generation is the main challenge, with campaign management based on acquisition costs and ROI.

What are you using Web Push Notification for?

Darwin has been working with Verisure for over ten years, with a view to performance and lead generation. As such, the agency deploys and tests several acquisition levers on a daily basis (e.g. email, SMS, native, programmatic, etc.).

To find incremental volume, we regularly test new devices; that’s how the Web Push Notification adventure with Adrenalead began at the end of 2023.

What do you like about the solution?

The system is quite agile: we can quickly change creatives, test several, track each creative and optimize the campaign. This agility means we can boost campaigns whenever Verisure wants in a given week.
With Web Push, we can boost or slow down campaigns, depending on the customer’s needs and expectations.

In terms of performance, does the solution meet your expectations?

From the very first campaigns, the results have been promising. Verisure judges not only the volume of leads generated, but also the quality of those leads. We therefore monitor the lead’s reachability and, above all, its conversion rate. Compared to the average expected at Verisure, the conversion rates of leads generated via Web Push are on target.

As the initial results at the start of 2024 were satisfactory, we gradually ramped up our Web Push campaigns, in particular by diversifying the visuals. On average over a quarter with Adrenalead, compared with the levers that are always in common thread with Verisure, we manage to generate +34% incremental lead volume.

How can you be sure that this volume is incremental?

Through its attribution system, Verisure deduplicates customer data.
We also see post-click transformation on very short intervention windows, which makes it possible to link the action to the Web Push.

What’s more, if we look at our red wire actions in parallel, performance hasn’t dropped. If we had noted a drop on one side and an increase on the Web Push side, we might have thought we were dispatching the volume of leads…

How would you describe your contact with the Adrenalead team?

We talk to Adrenalead’s production teams on a regular basis. We don’t drive the lever alone, as if it were self-service. We give them visibility on performance, because we have the granularity of the stats. For example, we can tell which creative has generated how many leads, and the associated conversion and reachability rates, enabling us to drive the Adrenalead teams to implement optimizations.

How could you go further in your collaboration with Adrenalead?

To get more volume, there’s the retargeting part, which we haven’t yet implemented. I hope we’ll have the opportunity to test it soon…