Case Study: Behavioral Insights Unit

Behavioural Insights Unit:Case Studies

May 22, 2015

Licence Plate Sticker –Shift to Online

In Person In Person ProcessProcess

Falls are the Falls are the #1#1 cause of critical injury cause of critical injury and death on Ontario construction sitesand death on Ontario construction sites

2723-04-18

Kijiji ads appeared beneath classified listings related to roofing in Ontario.

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Want help choosing a roofer? Need roofing advice?Get helpful info & advice fromthe Ontario government here.

No-contract roofing’s NO deal.Cutting corners, no warranty, the RISKS can cost you $1000s! Get helpful info & advice here.

Don’t choose the wrong roofer. The hidden costs can be $1000sGet helpful info & advice fromthe Ontario government here.

Your roof protects your home.So does a roofing contract.Get helpful info & advice fromthe Ontario government here.

WARNING: Beware roofing scams! Don’t be the next victim.Get helpful info & advice here

WARNING: Beware roofing scams!Don’t be the next victim.Get helpful info & advice fromthe Ontario government here.

WARNING: Beware roofing scams!Don’t be the next victim. Get helpful info & advice here.

WARNING: Beware roofing scams!Don’t be the next victim. Get helpful info & advice fromthe Ontario government here.

Find the Right Rooferwww.Ontario.ca/beforeyoubuyaroofInfo on roofers and consumer rightsfrom the Government of Ontario.

Need roofing advice?www.Ontario.ca/beforeyoubuyaroofAdvice and information on roofingfrom the Government of Ontario.

Unbiased roofing advicewww.Ontario.ca/beforeyoubuyaroofAdvice and information on roofingfrom the Government of Ontario

Protect your homewww.Ontario.ca/beforeyoubuyaroofProtect your home with advicefrom the Government of Ontario.

Trustworthy roofer?www.Ontario.ca/beforeyoubuyaroofInfo on roofers and consumer rightsfrom the Government of Ontario.

Don’t hire a bad roofer www.Ontario.ca/beforeyoubuyaroofInfo on roofers and consumer rightsfrom the Government of Ontario.

Avoid roofing disasterswww.Ontario.ca/beforeyoubuyaroofProtect your home with advicefrom the Government of Ontario.

WARNING: roofing scamswww.Ontario.ca/beforeyoubuyaroofProtect your home with advicefrom the Government of Ontario.

Don’t hire a bad roofer www.Ontario.ca/beforeyoubuyaroofInfo on roofers and consumer rightsfrom the Government of Ontario.

WARNING: roofing scamswww.Ontario.ca/beforeyoubuyaroofProtect your home with advicefrom the Government of Ontario.

Click-Through-Rate by Ad and Keyword

Click-Through-Rate by Ad and Keyword WARNING: Beware roofing scams!

Don’t be the next victim.Get helpful info & advice here

WARNING: Beware roofing scams!Don’t be the next victim.Get helpful info & advice fromthe Ontario government here.

Traffic if only the worst performing ads had run

Actual traffic during the trial when all ads were run

Traffic if only the best performing ads had run

5970 total visits3299 (144%) more because of ads

6875 total visits4423 (180%) more because of ads

4467 total visits2015 (82%) more because of ads

Kijij ads

Google ads

Kijij adsKijij ads

Google ads

Google ads

Mailing listEqual groups

=randomization

Lack of Liquidity?Lack of Liquidity?oror

Procrastination?Procrastination?

Anne MatthewsDirector, Communications BranchTreasury Board [email protected]

Elizabeth HardyManager, Behavioural Insights UnitTreasury Board [email protected]

Julian HouseResearch ScientistTreasury Board [email protected]

Colette Di BellaProject ManagerTreasury Board [email protected]

Nicole RobitailleResearch ScientistTreasury Board [email protected]