A personalized take on seasonal messaging maximized post-purchase ad performance
01
Objective
As the spring semester approached, Barnes & Noble College (BNC) geared up for the second-most anticipated shopping season of the year. Students returned from winter break with long shopping lists that included everything from textbooks and school supplies to tech and grad gifts. With order volume rising, Fluent recognized a prime opportunity to optimize BNC’s post-purchase ad strategy, taking the lead as the retailer’s strategic monetization partner.
02
Goal
Fluent set out to boost conversion rates on post-purchase offers, adding value for students while turning the confirmation page into a high-impact moment for engagement.
03
Solution
Fluent took a proactive, student-first approach, developing personalized messaging and launching a head-to-head experiment designed to maximize engagement.
The test included:
- A control version with existing ad copy
- A test version with a customized header and savings-driven messaging promoting “spring semester student deals”
Providing full account visibility and transparent reporting, Fluent refined the messaging and enhanced performance—driving higher click-through rates (CTRs) for BNC’s post-purchase offers.
04
Results
By leveraging personalized messaging tailored to student behaviors and key seasonal moments, Fluent helped BNC boost engagement, increase conversions, and drive higher revenue.
- 74% increase in CTR
- 113% increase in effective conversion rate (eCR)
- 48% increase in revenue per session (RPS)
The bottom line? The test reinforced that personalization isn’t just a nice-to-have— it’s the key to acing post-purchase ad performance.
