VR Gente: using campaign data to convert +70%
This year, the HR management solutions industry is estimated to be worth $24.9 billion and is expected to reach $35.9 billion by 2029. The average annual growth will be 7.6% during this period. Many companies are using robust software to increase productivity, optimize the storage of employment documents, and create attractive benefits packages for employees.
But with so many players in the market, VR Gente stands out for focusing on what is, in fact, most important: making workers' daily lives better.
The people who benefit from VR Gente products are many, including HR managers, business owners, and employees.
Since the tax obligation to report time tracking became mandatory, the market has been open to digital time tracking. The VR team knows that doing this effectively goes far beyond complying with government regulations. Maintaining this workflow in spreadsheets leads to disorganization and is detrimental to employees, a situation that only worsens as more labor lawsuits involve questions about time tracking.
The VR Gente challenge
To effectively communicate the ease of use of VR Gente's systems, the media team created segments that corresponded to different audiences.
However, the CRO team was facing a conversion plateau. The ads were optimized, but even with the increased website traffic, conversion rates were still modestly higher compared to previous periods.
At the same time, the range of competitors was growing. It was necessary to leverage all communication channels to demonstrate that, despite being a traditional, reliable, and secure company, VR also has technological innovation as one of its main pillars.
There were also a range of differentiators that needed to be communicated more effectively on the website. The benefits offered, the number of products available, and the focus on worker mobility are just some of the points that make the brand stand out.
Therefore, they had to resort to other strategies to achieve more significant results. After all, many companies optimize and segment the pre-click journey, yet website communication remains generic, and all users have the same experience. To differentiate themselves, they sought to maintain consistent and segmented communication on this channel as well.
They were already running some experiments, but they wanted to become more agile in testing new creatives and fostering a culture of personalization without increasing dependence on the technology team. The team decided to look for a platform robust enough to solve this problem.
Personalization based on marketing campaigns
Every user is unique, as is their online behavior. Whether you visit a specific blog post or click on a Google ad says a lot about your purchasing intentions.
So why display the same content to consumers who access the site through different campaigns and ads?
With this in mind, the VR Gente team used Croct to unleash their personalization and experimentation strategies, which are becoming more sophisticated every day.
The landing page content that receives traffic from paid media campaigns now has multiple versions on the same URL. Each version reflects a specific marketing campaign, and each audience sees the one that makes sense for their browsing context.
With these changes, it was possible to effectively guide the public in learning about timekeeping routines.
The new communication allowed us to highlight the advantages that the VR system brings to each person:
- To employees, the possibility of having more control
- To HR managers, management should be more effective and intuitive
- For companies, innovation as part of market positioning
In addition to redesigning the website to match marketing campaign communications, the team also went further and customized the conversion flow. Some users preferred to speak with a specialist, while others opted to test the platform.
In addition to suggesting hypotheses and analyzing their effectiveness, we needed the autonomy to test these hypotheses. Even though we're a large company with resources, having a developer available to apply hypotheses with the speed and frequency we'd like would make the process unfeasible. Croct has reversed this, bringing autonomy and speed to experiments.
Results obtained
Relying on the technology team every time a CTA needs to be changed makes personalization unscalable, and gaining speed is challenging.
In addition to the autonomy to experiment with different creatives for each audience in real time, Croct's diverse customization options and features further increased the consistency of CRO strategies, which were already evolving. After all, not having to create 30 landing pages when you have 30 ads is liberating.
Regarding numerical results, there was a 70% increase in the weekly average of MQLs generated by campaigns impacted by personalization.
The team also observed improvements in the site's performance, noting that manually performed experiments had caused issues with slow loading times and cloaking in the default content of the source code.
Croct broadened our perspective on experimentation. We had a lot to test, not just button color AB testing, but going beyond the basics of the CRO manual, such as creating experiences at the campaign level. We want the page in each of our campaigns to communicate with the ad, but without having to create 30 pages for 30 different campaigns. This ability to work with audiences, combined with implementation, has greatly helped us expand our strategy.
Wrapping up
Implementing advanced personalization has allowed VR Gente to not only break through the conversion plateau but also increase its effectiveness in educating and engaging its target audience.
By adapting the website content to different marketing campaigns and the specific needs of each audience, the company was able to communicate its differentiators more effectively and also increase the quality and quantity of leads.
With an impressive 70% increase in average weekly leads generated and substantial improvements in lead qualification, VR Gente demonstrates how intelligent personalization can drive success, even in a competitive market.
Therefore, the team has not only created a robust plan for new customizations and tests, but is also expanding the strategies adopted to other brands in the group.
If you also want to revolutionize your website content through personalization, create a free account and take the first step today.