How Bench accelerated their buyer's journey with smart CTAs

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 a 23% increase in content downloads without bothering any engineers.

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Due to the outstanding performance of the campaign, the Bench team decided to expand his implementation of Experiences across all 195 blog posts and even target special offers on their homepage for Cyber Monday!