CaseStudy

TechnologyBoomerang Reaches Audiences on Top Sites
Around the Web, Powering User Acquisition“We’ve had tremendous success with newusers signing up to use Boomerang throughsearch and referral channels, but our team waslooking for a new way to share the benefits ofBoomerang with people who may not haveheard of it yet. Taboola was a true partner

COMPANYand strategic advisor as we tapped into the‘discovery’ channel, working with us to better
understand these new audiences and perfectour strategy for engaging with them.”- Chris Cichon, Marketing at BoomerangBoomerang is a browser extension for Gmail thatallows users to schedule messages to be sent,
track messages, and schedule email reminders.

CHALLENGE

Heavy reliance on paid and organic searchchannels, low conversion rate, and highcost-per-acquisition.

SOLUTION

Conduct A/B testing to create the mosteffective landing page and leverage Taboola’s
discovery platform to reach customers thatlead to full acquisition.

RESULTS

More engaged customers who converted
to a full subscriber that lead to a lower
cost-per-acquisition.

140%
Increase In
Conversion Rate

52%
Decrease InCost-Per-Action

3.5K
Leads Generated
During Trial Period

CaseStudy

TechnologyIntroduction

Boomerang for Gmail is a browser extension for
Chrome, Firefox, and Safari that allows users to takecontrol of their email inboxes. Boomerang integrates
seamlessly into the Gmail interface and enables users
to schedule emails to send later, snooze messages,
and get automatic reminders for when they need tofollow up with an email that doesn’t get a response.
The extension also includes read receipts and additional
email productivity features that help users reach thecoveted Inbox Zero.

Building on its user acquisition efforts, which had
primarily been conducted through paid and organic“search” channels, Boomerang was looking to add“discovery” to its marketing portfolio and teamed up
with Taboola to reach new audiences on top sitesaround the web.

Landing Page Optimizations, Powered By A/B TestingCaseStudy

TechnologyDiscovery Vs. Search: Testing For The Perfect Landing Page

In order to maximize the impact of its “discovery”
campaigns, Taboola’s content strategists worked closelywith 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, whichaligned with the mindsets of users who had come totheir 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 datapoints, 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.

Conversion Rates Jump 140% And Cost-Per-Action (CPA) Drops 52%

Following the implementation of Taboola’s bestpractices, audiences proved to be much more engaged
upon arriving at the Boomerang landing page.
Story-driven content captured the attention of users,
and the gradual build-up towards a call-to-action
increased their likelihood of converting. These more
impactful landing pages boosted conversion rates byover 140 percent and generated an average conversion

rate of greater than 5 percent throughout the campaign.
Better-converting landing pages had the added benefit
of lowering Boomerang’s CPA, and ongoing optimizations
around headline selection targeted only the audiences
most likely to be interested in learning more about theservice. As a result of these combined efforts, Boomerang
saw its conversion costs drop by 52 percent, resulting
in a CPA below their target, leading them to dedicate
twice their resources to Taboola.

Over 3.5k Leads Generated During Testing Period

Boomerang hosted this “trial” period on a series oftesting sites, allowing for flexible development andimplementation 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. Oncethese 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.”