Case Study: Coupa lifts homepage conversion 32% with an Intellimize ABM program
Key results
The challenge
Coupa, a cloud Business Spend Management platform, focuses its website on capturing leads through demo forms and downloadable content. Its optimization team wanted a single tool that could run website experiments and support an account-based marketing program targeting named accounts.
The solution
Coupa used Intellimize to build audiences for four key verticals from Demandbase, Marketo, and website-history data, then developed 28 industry-specific homepage experiences varying headline, subheadline, logos, and images, served and traffic-allocated by AI optimization via the visual editor.
“Partnering on strategy to build our audiences has really been the key to success with our ABM efforts.”
AVAlly VandenherikConversion Rate Optimization Manager, Coupa
The results, in context
Coupa saw a 32% lift in homepage conversion rate, with its best experiments realizing over 100% lift, while running 120 test cases and 590K homepage versions simultaneously. In one year of working with Intellimize it completed the equivalent of 240 years of A/B testing.