Wheeler Machinery Co., a Caterpillar dealer in Salt Lake City, Utah has been in the business of providing exceptional customer service since 1951. When they came to us for a website redesign, it was immediately evident to us that they valued treating their customers with a sense of partnership.
Because providing superior service is one of Wheeler’s top priorities, a personalized content strategy fell in line perfectly with their goals. By providing a customized experience for various audience buckets, their visitors get a marketing message that is tailored specifically to them. This gives them a stronger connection to the site, and therefore makes them more likely to convert.
The process started with Wheeler determining their ‘buckets,’ or different audiences, based on firmographic information. Firmographics are attributes of a group that can be used to create meaningful relationship sets. WebFX helps each of our clients determine the firmographics they want to customize for based on their business and goals. For Wheeler, this was the main industries they serve.
After defining their audiences, the next step was determining what kind of content would best speak to each one, and where to place it on the site. Wheeler selected the homepage banner image for their customized content, as it creates a strong first impression when a visitor comes to the site. WebFX then created a unique image and headline text for each of their audiences.
Once all customized content was in place, we launched the PersonalizeFX tool on Wheeler’s website and visitors began seeing content that was tailored to their needs.
The response to the personalized content by Wheeler's site visitors has been amazing. Analytics show that visitors who saw personalized pages had an 82% higher Average Time on Site than those who did not see personalized pages. This proves that visitors that start their browsing experience with personalized content are more engaged with the site and will spend more time looking at various pages.