Case Study: Walmart achieves increased engagement, conversions, and time on site with Contently

How Walmart Proved the ROI of Its Content Program

Walmart used Contently to tackle a persistent content challenge: its Tips & Ideas editorial team was producing material for a very broad audience, making it difficult to measure return on investment or identify the customer subsets that drove sales. With no data-driven way to connect content to commerce, the team needed a clearer strategy and better metrics to prove value.

They launched a focused content hub aimed at time- and money-conscious mothers, adjusted the editorial tone for accessibility, and scaled production quickly using Contently’s freelance talent. Engagement rose, bounce rates fell, and conversions increased—driving a 30% rise in time on site, a 22% improvement in bounce rate, and 7% larger orders from customers who engaged with content—helping secure executive buy-in and more resources for content.

Walmart

Britt Dione

Senior Manager for Tips & Ideas