Case Study: Cummins increases CTR 53% with Bound

Cummins Increases CTR 53% by Creating Personalized Content Experiences and Calls to Action for Each Audience Persona

Cummins, a global power leader with operations in more than 190 countries, needed a better way to route visitors from its corporate homepage to the most relevant business unit sites. With eight business units, multiple vertical markets, and different audience personas, Cummins.com struggled to present content that was relevant enough to keep visitors moving through the purchase journey.

Cummins implemented Bound to create smart, dynamic homepage content experiences personalized by visitor persona and product interest, using Eloqua marketing automation data and Google Analytics performance data. With Bound, Cummins increased relevant traffic to business unit pages by 53%, and its highest-performing segments saw much higher click-through rates than untargeted content, including 419% higher for Parts, 330% higher for Power Store, and 278% higher for Engine.

Cummins

Flavio Mello

Director of Digital Communications