Optimizing the Conversion Funnel
with Higher Lead Conversions
“Insightera’s Personalization Platform helped us create a personalized, customer-centric approach to optimize our conversion funnel. Every interaction for us matters, so when 25% of prospects from an Insightera campaign converted into leads, it exceeded our expectations. We are now identifying prospects in the sales cycle and providing them with relevant content in real-time — an absolute lead generation success.”
- Ilan Paretsky, Ericom Vice President of Marketing
About the Company
Ericom is a leading global provider of Access, Virtualization and RDP Acceleration solutions. The company enables organizations across all industries to provide secure, centrally-managed access to applications, desktops and data running on Microsoft RDS / Terminal Services, VDI, Cloud platforms, and other systems, from a broad range of end user computers and mobile devices.
Ericom aimed to increase their lead generation and engage their diverse audience with a personalized experience. Ericom’s range of products and solutions relate to different audiences and user types. The challenge lay in identifying prospects at different stages in the sales cycle and targeting them with relevant content. Focusing calls to action on the following:
- Downloading a software trial
- Downloading a white paper
- Attending a webinar
- Becoming a sales lead
Analyzing Web and Content Analytics
With Insightera’s web and content analytics, Ericom analyzed and created segments for their onsite prospects based on behaviors and verticals. The next stage involved mapping their existing content with each behavior and vertical.
Verticals included prospects from different industries (financial, educational, governmental) and behaviors based on different browser usage (Safari or Chrome). Prospects who visited specific product pages or used product-related search terms (AccessNow product solution) were also segmented.
Targeted and Personalized Calls to Action
These different prospects were targeted with a personalized message and a strong call to action linking to a lead generation form. Prospects from Safari browsers were targeted with Apple-related products and solutions. Prospects viewing or searching for the AccessNow product page were targeted with a campaign to download the AccessNow solution, while prospects from the education industry were recommended the white paper on BYOD (bring your own device) for educational institutes.
Ericom refined the personalized messaging in the campaigns–using Insightera’s big data analytical and predictive analysis tools, such as Split Tests and Auto-Tune–to optimize content campaigns and produce superior results.
A quarter of the prospects that engaged with Insightera campaigns converted to leads, emphasizing the importance of a customer-centric approach and a personalized experience for prospects throughout the lead generation process.
The Insightera campaigns resulted in an up to 5% increase in page visits on certain lead generation pages.
This increase in traffic along with an impressive 25% conversion rate on the lead generation forms met Ericom’s goals in increasing their lead quantities and optimizing their conversion funnel using Insightera.