North America’s largest bookkeeping service wanted to be more deliberate when presenting a trial offer to visitors.
Bench.co's business pairs intuitive bookkeeping software with dedicated accountants and tax professionals for small businesses. Their marketing team's goal was to increase organic leads from the blog and wanted a way to personalize their call to actions. Bench used Experiences to personalize the call to actions on their blog to be relevant to the post content. In two weeks, Bench increased content downloads by 41% after implementing Experiences.
choose to personalize with Experiences?
To keep signups growing, Bench has put together a strong growth-oriented marketing organization, tasked with using data to drive company growth forward. When presented with the concept for Experiences, Bench’s Manager of Web & Growth, Dennis Pavlina, saw an opportunity to replace static CTAs across their blog with a smarter option.
He also needed the tool to match the incredibly fast load time of their site (they run on Ghost) and their high-caliber design (their site is incredibly beautiful).
In their initial campaign, the Bench team placed in-line blocks throughout their highest value blog posts and targeted offers based on the actions their visitors had already taken.
With their first block, Bench targeted cold visitors with a content download offer. Rather than pushing their product in the face of their first-time visitors, they wanted to test whether offering a high-value asset download (in this case, a tax checklist) worked well for their visitors.
With the next block in their campaign, they pushed an offer to sign up for a free trial. They targeted visitors by making this offer only display after a visitor had signed up for a piece of content somewhere else on the site. Their thesis was that a visitor that had interacted with their educational content would be more responsive to a free trial offer.
The final block in the campaign targeted an offer for current customers. Rather than pushing their current customers the same sign-up offers as prospects, Bench took the opportunity to position an upsell. In this example, they promote their BenchTax service — an upsell offering that helps businesses prepare for tax season.
By targeting these offers, Bench saw a lot of success.
Due to the outstanding performance of the campaign, the Bench team decided to expand his implementation of the product from 2 blogs posts to 7 blogs post then eventually across their whole blog. Today, Bench has nearly 200 personalized blocks live on their site — and they’ve even utilized Experiences to promote a special offer across their entire site for Cyber Monday!
What key results did
achieve after implementing Experiences?
After running two controlled experiments across their blog posts, Dennis and his team were able to notice a 27% increase in leads captured from the audience that saw Proof.