Roman Zadyrako, Co-Founder
Not so long ago, Roman Zadyrako went out to purchase perfume for his wife and found himself in a store with many varieties of body fragrances. After gazing around the store for a while, he saw the brand his wife liked, but could not decide on which bottle size he should buy. Right then, a sales representative noticed his hesitation and offered to help, which changed everything. Soon enough, Roman walked out of the store a happy customer and a more caring husband. So what happened exactly? The salesman’s timely intervention drove engagement and helped close the sale.
Most customers, however, are welcomed by overfriendly salesmen the moment they walk through the door. In today’s digitized world, pop-up advertisements behave like nosey sales associates who show out of nowhere to agitate consumers. Although targeted advertising and personalization is a good idea, user experience (UX) too has a profound effect on the way campaigns engage end-users. With the vision to help marketers enhance UX of their campaigns, Zadyrako co-founded Signalayer, a cloud-based marketing platform that helps brands create engaging marketing experiences for end-users. “Before demanding action from the visitor or forcing advertisements, it’s wise to let them first express their interest in a particular product or segment. This way, marketers can serve a relevant offer in a way that’s friendly for the visitor, which will drive both engagement and conversion,” says Zadyrako.
Generally, brands and marketers need to experiment with a lot of ideas about campaigns and their target audience. This usually requires involvement of different teams, especially on the product development side, that results in increased time to market. Making quick changes to the site to run a campaign, therefore, becomes a long-drawn process. With Signalayer, marketers don’t need extensive support from the development team.
The product can be installed via Google Tag Manager and marketers can quickly create, modify and preview campaigns with a Google Chrome extension. This makes it easy to gauge the merits and demerits of the campaign before publishing it.
“We also try to help marketers by suggesting appropriate ad formats which have better UX built into them. Our clients can create great experiences by linking campaigns together, performing multi-step campaigns, and much more,” adds Zadyrako. Signalayer also offers real-time analytics, which marketers can use to track campaign performance on a daily, weekly, or a monthly basis.
“We view Signalayer as the toolbox for marketers, making it easier and faster to experiment with on-page campaigns and optimize for conversion.”
The firm also offers integrations with popular customer data platforms, like Adobe Marketing Cloud to seamlessly embed on-page campaigns into customer journeys.
We view Signalayer as the toolbox for marketers, making it easier and faster to experiment with on-page campaigns and optimize for conversion
Marketers can generate audiences inside the customer data platform to figure out the best channel to communicate with customers and build pop-up campaigns accordingly using Signalayer.
Zadyrako highlights one instance where Loblaws, the largest supermarket chain in Canada promoted a new service, where customers could order groceries online and collect it outside the store without having to wait at the checkout counter. Using Signalayer, they successfully spread awareness about the launch by targeting specific stores using zip codes and enticed customers by offering them free shopping for the first month.
Looking ahead, Signalayer is working to introduce artificial intelligence into the platform and expand its integration capabilities to provide intelligent marketing automation for clients.