Mumsnet hails personalisation strategy for CTR boom

mumsnetMumsnet, which – depending on who you believe – is either the online home of misandry or a lifeline for every mum, is bigging up the implementation of a new personalisation technology, which it claims has boosted the user experience of its 10 million monthly unique visitors.

The platform, provided by AI-driven personalisation specialist Kameleoon, enables Mumsnet to automate and deliver relevant content and offers to users based on user behaviour and segmentation.

According to the site’s own research, 75% of users say they visit Mumsnet for advice, and 96% say they trust product recommendations on the site.

Given the huge amount of content on Mumsnet (8.9 million posts on the forum in 2019), the company insists it is committed to providing a highly relevant personalised experience that helps users to find the answers they are looking for. This includes offering relevant, targeted content from advertising “partners” to increase engagement.

Kameleoon’s personalisation platform is now being used to identify when visitors are likely to find particular content and offers helpful, and then providing this to them at the right time.

Since Kameleoon was deployed in July 2019, Mumsnet says it has seen an uplift of 89% in clickthrough rates (CTR) after A/B testing the placement of content, deals and promotions, with the knock-on effect of increased engagement, dwell time and page views. It has also witnessed a 38% increase in weekly newsletter sign-ups after testing new user flows.

Mumsnet CRO manager Terence Neil said: “At Mumsnet our aim is to make parents’ lives easier – one way we can do this is by sharing information when and where they need it.

“Helping users starts with understanding their interests, in order to provide the best user experience possible. Using Kameleoon enables us to deliver this successfully at scale. It combines really powerful features with great flexibility and reporting, ensuring that we can serve our audience with the right content at the right time during their journey.”

Kameleoon chief executive Jean-René Boidron added: “As with all online media companies, Mumsnet understands that delivering a personalised experience is vital to engaging its visitors.

“Thanks to our personalisation platform it is able to ensure that all its users receive the content and offers they need, when they need it, helping them get the best out of Mumsnet and ensuring the site achieves its performance marketing objectives.”

French owned Kameleoon, which was set up in 2012 in Paris, also works for Axa, Toyota, Le Monde, Axel Springer, RTL, and Die Welt.

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