Boomerang

In order to maximize the impact of its “discovery” campaigns, Taboola’s content strategists worked closely with the Boomerang team on creating the most effective landing page. Boomerang’s existing page versions were optimized for “search” traffic, featuring minimal text and “Install Now” buttons placed high on the page, which aligned with the mindsets of users who had come to their landing page with a goal.

Alternatively, users arriving through Taboola had discovered Boomerang while consuming content on publisher websites. Taboola’s best practices provided actionable advice around re-designing the landing page for these “discovery” users, who were primarily interested in learning more about the service. The addition of in-depth content explaining how Boomerang solves many inbox-related problems, combined with engaging visuals and interesting data points, helped guide Taboola-referred visitors toward a prominent “Install Now” button placed further down the page.

Rigorous A/B testing, spanning dozens of iterations, featured different content types and images, button sizes and colors, and alternative layout schemes, uncovering the top-performing combination for Boomerang.

Boomerang hosted this “trial” period on a series of testing sites, allowing for flexible development and implementation of different page versions. Throughout the extensive rounds of optimizations, Taboola generated over 3,500 leads for Boomerang, driving interested users to the final download page. Once these testing sites go live, those leads will become fully-trackable “downloads,” and Boomerang’s campaigns on Taboola will ramp up significantly, turning “discovery” into a major customer acquisition channel for Boomerang alongside “search.”