How Ancestry.com Personalized Its Offer Page to Specific Customer Segments
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In the case of Ancestry.com, the team uses information from users’ family trees to search its vast collection of historical content and records.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, Ancestry.com, said.
The offer page can be accessed through a variety of paths on the Ancestry.com 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 MarketingSherpa.com: Inbound Marketing: How Ancestry.com increased conversion by 20% with reduced choice barriers and targeted content
