How ShipBob personalized gated content on their blog

One of ShipBob’s growth strategies is to write helpful content for eCommerce companies which warms up visitors to their brand and positions them as an authority on the subject.

After years of creating content, ShipBob now gets a substantial amount of traffic to their blog from search engine rankings around Ecommerce keywords.

Now they are putting a lot of attention on getting their traffic to convert – that’s where Experiences comes in.

ShipBob has also created a lot of content assets such as ebooks, checklists, and videos that visitors can opt-in to download. In the marketing world, we call those content upgrades, and they are often positioned inline the blog post.

The goal of content upgrades is to solve a problem the visitor is facing that’s worth giving their content information for. This is the first step to a longer relationship between the brand and visitor.

However, the challenge is most CMS solutions do not have the functionality to change this call to action for each visitor. You would have to have the same content upgrade for every visitor.

ShipBob used Experiences to embed a smart content block that showed the most relevant content upgrade in each blog post.

Not only are these smart content blocks placed on the most relevant articles, they also dynamically change the visitor’s customer journey.

Once a visitor enters their email for a content upgrade, all the smart CTAs across their site change to “Request a quote”.

The ShipBob marketing team has mapped out their average customer journey to have 3 steps:

1. Download content
2. Request a quote
3. Create a free account
   

Using Experiences, their team was able to collect the data to build these audiences, design CTAs for each of these steps, and easily embed them on pages throughout their website and blog.

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As the visitor progresses through the customer journey, Experiences adapts to show the perfect CTA that encourages the next step.

The ShipBob team is very data-driven so they wanted to A/B test Experiences before rolling it out to all their traffic. 

This experiment was run for 28 days and to 95% statistical significance. The result? The data showed a 123% increase in content downloads and 53% increase in leads on their blog. 

What also made this a big win for ShipBob was setting up Experiences required zero engineering time. 

Does ShipBob’s story resonate with you? If your company has a lot of blog traffic and you are looking for ways to convert them to leads and customers, then check out Proof Experiences.

Experiences lets you easily personalize your website for every visitor without code.