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We understand you might not be familiar with the brand Comparis, unless of course you happen to be in the market for a car, home, insurance, or investments in Switzerland. Then, of course, you’d probably be a customer, as they are the online comparison tool–think Consumer Reports or Priceline–that Swiss shoppers use over 80 million times per year (more than nine times per person!) to buy or sell cars, real estate, insurance, and more.
Consumers trust Comparis for neutral product recommendations and transparency that surfaces competing deals from multiple vendors. Companies appreciate Comparis’ reach and ability to serve up their offerings to potential buyers. Comparis earns its revenue through referral and brokerage fees. So clearly, connecting the right customer with the right offer is critical to their success.
Like many organizations, Comparis had customer data spread all over their organization, in different departmental and technical silos. On top of that, marketers needed support from business analysts in the IT department. Consequently their segmentation suffered and they had to use a generic landing page experience, rather than personalizing it according to a customer’s needs and preferences.
With Lytics, Comparis was able to break down these technical silos and create unified customer profiles based on behavioral data and affinities. Lytics collects this data, analyzes it, and scores each customer based on their interests, producing hypertargeted customer segments. Some segments are as small as a few dozen users, but automation and orchestration make it possible to serve them unique experiences that are relevant–and convert with results.
These profiles allowed Comparis to deliver personalized experiences across multiple channels. Their first was an email campaign that targeted visitors with personalized offers based on the services they had investigated on the website–an email that arrived the day after the customer’s visit to the site!The initial use case worked, delivering over 49% open rate, doubling their standard. As Larissa Ameti, data product owner, observed, “The results were crazy good!”
Next up were website personalization efforts, both of which built on the user profiles Lytics built. A modal display got a 6% clickthrough rate, more than tripling visitors to a subscription page. And best of all, personalized product offerings on the once generic homepage boosted clickthroughs by 80% and revenue per visitor by 10%.
Download our complete Comparis case study for more details.
