Wouldn’t it be nice to segment your visitors by what competing products they are considering or using and talk to them specifically about the benefits of your products? Well, we can. We focused a Smart Content campaign for a client in the HL7 health care software industry around their competition and served messages unique to each competitor. The outcome of the campaign was great resulting in a 45.73% increase of click through rate (CTR) in the first two weeks of launch in comparison to the static links that previously occupied the space. The client uses Google Analytics and Smart Content reports directly into their account.

In addition to the high CTR, we have also gathered valuable data about which competitors’ sites the users have visited. With this insightful information, imagine the opportunities of how we can all improve our on-site marketing efforts.

This entry was posted on Tuesday, September 1st, 2009 at 5:27 pm
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