Timing is Everything When It Comes to Phone Plans
First off, we understood part of the solution was recognizing the importance of timing – that for many users, the phone plan package had expired recently or was expiring soon, so they were primed to buy new plans. Thus, it was the right time to remind users and offer a new service package. We brought in several different creatives for this purpose, and our top-performing ones were native, full screen, interstitial, and 300 x 250 banners. Also, as part of the strategy concerning the creatives, we ran A/B testing against different creative sets, formats, and CTAs.