How Bench’s Increased Content Downloads 41%

Dennis Pavlina
Manager, Web & Growth
at
Bench
Auston Troyer
Useproof App
43%
Increase in content downloads
Proof Software
0
Engineering Hours
Proof social
195
Personalized CTAs launched
Dennis Pavlina
Manager, Web & Growth
,
Bench
Industry
Bookkeeping
Employees:
350
Headquarters:
Vancouver, Canda

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.

Why did

Bench

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). 



Dennis Pavlina
Manager, Web & Growth
,
Bench

How did

Bench

implement Experiences?

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.

Bench Content Block 1

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.

Bench Content Block 2

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.

Bench Content Block 3

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!

Dennis Pavlina
Manager, Web & Growth
,
Bench

What key results did

Bench

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.

"The first experiment on our blog drove a 41% increase in downloads of gated assets. Now our marketing team is using Proof to personalize the rest of the site and our single page app without help from engineers."

Dennis Pavlina
Manager, Web & Growth
,
Bench

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