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MarketingSherpa Video Archive

How an IT Solution Provider used Behavioral Research to Create a Customer-centric Website that Increased Lead Conversion by 42%

Tom Mahoney, Director, Marketing Operations, DLT


DLT's website needed a change. The 25-year-old company is a cutting-edge IT solutions provider for the public sector, but its website no longer reflected that. Engagement on the website was decreasing, which meant it was losing customers and losing revenue.

Thomas Mahoney, Director, Marketing Solutions, DLT, explains that the marketing team decided to take a giant creative leap by transforming the website into a place that provided a tailor-made experience for each prospect who visited, from the graphics to the call-to-action button. This new dynamic, ever-changing website reflected individual differences and interests in its customers and their respective business sectors. For example, when someone from the Air Force was visiting, the site looked like its purpose was for Air Force personnel. But when a professor from higher education visited, the content would change to match that profile. Obviously, this provided a better experience for the customer.

The results are impressive:

  • Average session time increase by 34%
  • Pages viewed per session increase by 33%
  • Bounce rate decreased by 19%
  • Lead conversion increased by 42%

This required acquiring large amounts of customer behavioral data over a lengthy period of time. Trust had to be built with customers. Strategic planning had to take place. Mahoney explains just how this was accomplished in this video replay from MarketingSherpa Summit 2017. He also gives some great advice on how to apply it to your own endeavors in creating a website with dynamic, customer-centric content.

Related Resources

Watch Tom’s full session from MarketingSherpa Summit 2017

MarketingSherpa Quick Guide to Inbound Marketing for B2B

How Marketers Can Use Behavioral Economics to Guide Customer Decision Making and Drive ROI

B2B Email Marketing: How Ferguson created valuable, personalized content through industry-specific holiday sends