The document discusses several marketing campaigns run by GSK to promote their Voltarol pain relief product. It analyzes the results of different ad variations tested using A/B testing across websites and articles about pain treatments. Key findings include that a vertical slider performed better than other slider variations. Exit pop-ups discussing specific article content saw click-through rates from 2.5-15%. Home exercise pop-ups had over 10% click rates when suggesting exercises related to the user's pain area. A user survey pop-up received a 14.48% response rate from returning visitors. The document analyzes different digital marketing tactics for engagement and driving users to product pages or content.

1. Voltarol by GSK
Data
1.3-30.4

2. Site Performance
Session/User
1.21
Pages/Session
-0.96%
Bounce Rate
1.17%
Comparing to previous period (1.1-
28.2)
Sessions
+2.81%
Avg. Page load time
+1.83%
Avg. Time on page
-1.24%

3. Goal
Drive users to the product page from pain-treatments
pages (interested users).
Target audience
All users
Technology & features used
A slider that will appear after scrolling 30% out of the
pain-treatments pages.
We add an A/B test campaign to see which variation works better
Slider on pain pages

4. Variation #1
Impressions Click Click CTR
4,583 272 5.93%
38,434 1,126 2.93%
Results
Variation #2
Impressions Click Click CTR
4,506 305 6.77%
38,738 2,184 5.64%
Benchmarks for slider campaigns-
2%- 8%
Variation #2 works better. The vertical slider

5. Goal
Drive users to related product page from specific article
Target audience
All users
Technology & features used
A slider that will appear after 5 sec on each article page
We have 4 different sliders for each product
Slider on article pages
Joint Pain Relief
Back and Muscle
Osteoarthritis
Back and Muscle 100g

6. Back and Muscle
Impressions Click Click CTR
1,370 68 4.96%
10,315 257 2.49%
Results
Osteoarthritis
Impressions Click Click CTR
2,317 99 4.27%
14,354 358 2.49%
Joint Pain Relief
Impressions Click Click CTR
1,649 107 6.49%
11,911 488 4.1%
Back and Muscle 100g
Impressions Click Click CTR
207 4 1.93%
1,322 45 3.4%

7. Goal:
Get users to read more articles of Voltarol.
Target audience
All users
Technology & features used
This pop-up will appear once trying to exit the site
on an article page.
We will pull the “Read more” section and present it
on the pop-up.
We create an A/B test campaign to see which
articles bring more engagement.
Exit intent - Dynamic content

8. Results
Impressions Click Click CTR
5,264 171 3.25%
9,209 338 3.67%
Click per article
All about
back pain
Exercise and your
body
How does
Voltarolwork?
111 70 14
219 201 45
Impressions Click Click CTR
5,144 189 3.67%
9,161 397 4.33%
Variation #1
Variation #2 Click per article
Acute and
Chronic pain
Explaining
osteoarthritis
Movementsto
ease back pain
79 82 56
174 35 94
Benchmarks for Exit intent campaigns-
2.5%- 15%

9. Goal:
Get users to the home exercise tutorials
Target audience
All users on product pages
Technology & features used
This pop-up will appear after the user spends more
than 15 sec on a specific product page. Then,
related to the product we will suggest an exercise
that can help him.
We have 1 popup for knee pain and another for
back pain.
Home Exercise Pop up

10. Results
Impressions Click Click CTR
3,143 380 12.09%
8,110 376 4.64%
Impressions Click Click CTR
2,096 239 11.4%
7,016 747 10.65%
Knee Pain Back Pain
Work better on Desktop Work better on Mobile

11. Goal:
Get to know what your users expect from your site
Target audience
Returning users
Technology & features used
This pop-up will appear when a returning user is
back on your site 10 seconds after entry.
Welcome back - questions
Strategy by

12. Impressions Click Click CTR
594 86 14.48%
3,241 214 6.6%
Results
300 users
Fill the survey
168
Read about pain relief
150
Answered ‘Yes’ about knowing which
treatment suitable for them after
reading the website articles

13. Thank you :)
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