Courtney Eckerle

How Personalized Its Offer Page to Specific Customer Segments

October 30th, 2015

Every marketer wants to help their customers discover something. Even if your product or service is not as personal as family history, that doesn’t mean that your marketing can’t be personalized.

In the case of, the team uses information from users’ family trees to search its vast collection of historical content and records. While making a family tree is free, users must sign up and become a subscriber through an offer page to access any of the content.

“Our mission at Ancestry is to help everyone discover, preserve and share their family history,” Emily Titcomb, Senior Manager of Product Marketing,, said.

The offer page can be accessed through a variety of paths on the site. However, despite Ancestry having 2.7 million paid subscribers around the world searching 13 billion pieces of digitized content, the offer was the same for everyone.

Watch the full session replay on Inbound Marketing: How increased conversion by 20% with reduced choice barriers and targeted content



Step #1. Start optimizing current page

The team realized they were not serving customers in the best, most relevant way with a singular offer page. To remedy this, they implemented self-selectors, allowing people to make a conscious choice to either start the free trial or subscribe.

“So they’re doing an action to say they want to go to that offer page. Interrupted browsers really aren’t doing that. They’re actually just trying to look at the content and access it, and we’re just hitting them with this offer page because they don’t have access,” Emily said.

In order to begin optimizing, the team looked at:

  • Reduce choice
  • Creative design
  • Duration defaults


Step #2. Create a template

In creating a template, the goal was to design a consistent look and feel for customers that was easy to customize. The team also wanted to make the experience responsive across all devices.

“At the same time, because we had started looking at different customer segments, we thought we would benefit from moving to a template format so we could have one consistent layout that performed well and then funnel different content messaging, imagery into that template in order to improve conversion that way,” Julia Babiarz, Senior Interactive Art Director,, said.

The team designed the new template with responsive design in mind, she added, while also making testing both mobile and desktop a lot more sustainable through the easier template format.


Step #3. Customize and optimize uses customer segments that they have begun reaching out to with contextual content by mapping out the user journey and utilizing internal data. The segments consist of:

  • Self-selectors
  • Interrupted browsers
  • Past free trailers
  • Upgraders

In this customization phase, they wanted to implement different messaging and different content for different people. By giving groups of visitors specific journey details, the team was better able to understand the needs of the customer.

“Our goal is to really get to a place where we can actually break [customer segments] out into shades of color based on all of this other user data we have,” Emily said.

By mapping out primary user journeys and conversion rates, teams can identify top opportunities and create a personalized and optimizing testing strategy, she added.


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Courtney Eckerle

About Courtney Eckerle

With a focus on aspirational, customer-first marketing, Courtney’s goal has been to produce clear, interesting and actionable external content for MarketingSherpa readers. This has included writing over 300 case studies, moderating live event interviews, and producing video content. She earned her Bachelor of Arts in English Literature, Mass Communications and Film Studies from Saint Mary’s College in Notre Dame, Ind., and was a correspondent for USA Today College prior to joining MECLABS Institute.

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