Regpack achieve 156% conversion uplift using behavioral personalization for the camp industry
Regpack is an international software company that supports over 10,000 organizations worldwide to register applicants quickly and effectively through their online registration, payment, and user management systems.
Regpack has saved clients more than $300 million by enabling them to optimize their registration processes. But although Regpack's software has a universal benefit, its application is very different across each of the verticals they work with and equally the value proposition is very different for a non-profit compared to a subscripton based saas organization.
Regpack’s goal was to increase their onsite conversion rates by driving more engagement from their existing website traffic.
Demonstrate they were the industry experts
They wanted to demonstrate from the moment a prospect hits their website that they are industry experts by aligning the solution to the website visitors industry.
Regpack built a behavioral campaign focused on the camp industry. Some niche industries aren’t defined by SIC codes, so Regpack used behavioral personalization to recognize when camps visited their website.
To qualify the visitor into the camp industry campaign, Regpack built 3 different audiences – businesses who have visited specific camp pages previously, visitors who have come from a specific PPC campaign focused on camps, and businesses who come onto the site from review sites focused on camps.
Personalization in action
Regpack then made subtle changes to their headline, supporting copy, imagery, and CTA’s across 15 pages to ensure that visitors from the camp industry had a seamless, relevant journey across their whole site and not just the homepage.
This achieved two things:
It provided the reassurance and social proof to the buyer that Regpack serves businesses like them
It increased MQL’s for sales through more demo requests.
Regpack used AB testing so they could have a clear understanding of the success of their personalized experiences vs non-personalized experiences. The test quickly proved that the personalized experience was delivering more demo requests than their generic site.
In this campaign alone they delivered an additional 6 demo requests in one month.
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