Setup
The focus of the test was consumer motivations in recycling ink cartridges via in-store programs. To that end, the two assets were designed to test performance across the following A/B split:
- AMessaging focused on monetary compensation
- BMessaging focused on repurposing old cartridges as road material
A
B
Test Results
Attention Share and Engagement Share reflect the percentage of test-wide scoring accounted for by individual variants or demographics. Read more below in the Methodology section.
Aggregate Insights
Messaging around store credit produced moderately more attention at the top of the funnel and much more engagement deeper down the funnel.
The overperformance of store credit messaging across engagement metrics suggests that consumer interest in financial incentives is matched by genuine consumer enthusiasm as well — i.e., store credit wins hearts as well as eyeballs.
Further testing could explore attention and engagement with various advertised value levels of store credit to determine the financial threshold for triggering consumer action.
Gender-based attention and engagement shares reflect the relative attention or engagement per gender for each variant. Read more below in the Methodology section.
Gender Insights
The female audience paid more attention and engaged more readily than the male audience overall.
The female audience demonstrated a strong preference for store credit messaging across attention and engagement metrics, while the male audience paid moderately more attention to the new roads messaging while engaging moderately more readily with the store credit messaging.
Further testing could target the male audience with combined messaging about store credit and new roads to explore the possibility of achieving overall parity with the response from the female audience.
Age-based attention and engagement shares reflect the relative attention or engagement per age bracket for each variant. Read more below in the Methodology section.
Age Insights
Store credit messaging was favored most heavily by participants between the ages of 25-34 and was engaged with more readily by 5 out of 6 age brackets.
Participants between the ages of 35 and 54 showed a slight attention preference for the new roads messaging while still engaging more readily with the store credit messaging.
With a smaller sample size, the 18-24 audience was unique in preferring new roads messaging across both attention and engagement metrics.
Further testing could target participants between the ages of 35 and 54 with combined messaging about store credit and new roads to determine whether the engagement potential suggested by this sample can be unlocked at scale.
Methodology
This test was conducted with two message variants and a prequalified TCD audience of 2,246 likely adopters. Among those participants, 8.6% paid measurable attention to the test assets and 6.7% registered measurable engagement.
Attention Score measures the likelihood that a message will capture eyeballs in the wild. It’s calculated using the rate at which test participants respond to a CTA to learn more about the subject.
Engagement Score measures the likelihood that a message will elicit a meaningful response from the audience. It’s calculated using a proprietary algorithm that weights measurable metrics — shares, saves, likes, etc. — in a way that has proven to be meaningfully correlated (r > .5) to real-world conversion behavior.
Attention Share and Engagement Share reflect the percentage of test-wide scoring accounted for by individual variants or demographics. For example, an engagement share of 25% means the variant or demographic in question accounted for 25% of the cumulative engagement score produced by all segments in the test.
