More and more pub­lish­ers, lead gen sites, or for that mat­ter any busi­ness striv­ing to pro­vide rel­e­vant and help­ful con­tent to its vis­i­tors, are turn­ing to auto­mated rec­om­men­da­tions. Sites look­ing to achieve more “stick­i­ness”, increase page views (and there­fore ad rev­enue) or gen­er­ate sub­scrip­tion con­ver­sions find that by show­ing vis­i­tors or read­ers the most pop­u­lar, often read or even most shared arti­cles (through email, social media sites, etc.) they get bet­ter results — com­pared to those with no rec­om­men­da­tions or man­u­ally cre­ated ones.

A lit­tle while back we deployed Omni­ture Rec­om­men­da­tions on our Web site based on most pop­u­lar views and down­loads. As a com­pany focused on online mar­ket­ing solu­tions, it shouldn’t be too sur­pris­ing that we use our own prod­ucts as mar­ket­ing tools (alright, true — lots of com­pa­nies don’t, as they say, “eat their own dog food”). Our Web team does a great job of opti­miz­ing con­tent to ensure that we’re giv­ing Omni​ture​.com vis­i­tors the kind of infor­ma­tion they’re look­ing for. The site now rec­om­mends con­tent like on-demand webi­nars and case studies.

As you can see, we’ve placed rec­om­men­da­tions on side­bars on a vari­ety of pages. In some cases we’re test­ing auto­mated rec­om­men­da­tions against sta­tic default con­tent. And the auto­mated rec­om­men­da­tions are win­ning out: since deploy­ing rec­om­men­da­tions on Omni​ture​.com we’ve seen 25% to 45% increases in cross-site con­ver­sions! What does this mean? It means that we’re doing a bet­ter job of con­nect­ing the right peo­ple with the right con­tent. And for any busi­ness, this kind of rel­e­vance is vital to deliv­er­ing a pos­i­tive cus­tomer experience.

Next post: I’ll share some thoughts with you on how our cus­tomers are get­ting pretty cre­ative when it comes to lever­ag­ing Site­Cat­a­lyst met­rics to influ­ence rec­om­men­da­tions and opt­mize rel­e­vance for their customers.