Zellis unlock ICP engagement by harnessing the power of location personalization - Webeo
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Zellis unlock ICP engagement by harnessing the power of location personalization

Zellis is industry agnostic and their ideal customers are enterprise businesses with over 1000 employees based in the UK or Ireland.
They are proud to be an award-winning payroll and HR solution that service over 50% of the top 10 UK retailers and 5 million employees every month, with an impressive and diverse client portfolio including Sky, Harrods, Jaguar, L'Oreal, Land Rover, and Aer Lingus.

98%

Increase in time on site

154%

Increase in average pages per visit

-23%

Decrease in bounce rate

The Challenge

Previously Zellis was using separate websites for UK and Ireland as the content was unique to both locations. However, using multiple websites caused significant SEO problems. Although many pain points were the same despite geography, different locations have different governing bodies, and other nuances that require the language they use to be region specific.

1
Showing the correct legislation to visitors from different regions
2
SEO being negatively affected by the use of two seperate websites

Zellis wanted to present different content to website visitors from Ireland to ensure the correct legislation, product details, guidance, and rules was displayed.

Our Solution

Webeo supported Zellis in identifying the website pages that visitors from Ireland most frequently visit, enabling them to prioritize the pages with the highest traffic and tailor them to that audience.

Zellis then built a location specific audience using the IP database built into the Webeo platform. They then created a location based campaign for their visitors in Ireland, using personalization across the four different pages with the highest traffic.

Key messaging was changed across the site to show only the most relevant and up to date product details and legislation for Ireland, ensuring that their prospect’s online journey was relevant to them.

Personalization in action

Zellis then built specific, relevant online journeys for their website visitors from Ireland, to ensure they see the most relevant and up to date product details and legislation for that region all on one website.

This achieved two things:

1

It increased engagement for their ICP visitors

2

It provided Zellis a way of combining two separate websites into one to help support their SEO, without accessing to their CMS

3

It positioned Zellis as an industry-leader who know the correct information for different areas

Non-personalized version

Personalized version

Zellis personalized Homepage

Headline adapted to reinforce that Zellis are specialists in payroll in Ireland

Supporting text changed to specifically talk about information relevant for website visitors in the Ireland region

Social proof replaced to be specific to the location of the visitor to provide reassurance that they work with companies in the same legislation region

The result

By using best practice personalization, Zellis were able to show website visitors relevant content based on location, across multiple pages to ensure a consistent online journey. Whilst also combining two different websites into one without needing access to their CMS.

By following best practice, they achieved the following results:

98%

Increase in time on site

154%

Increase in average pages per visit

-23%

Decrease in bounce rate

Let our Conversion Rate Optimization experts help you get started

We'll run a free personalization audit on your website and provide insight into the audiences you should be personalizing too. We're obsessed with maximizing our customers conversions and our team of website personalization experts are ready to help you realize serious revenue.

See Webeo live on your site today during a demo with one of our experts.

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Conversion Rate

Average time on site

Bounce Rate