Case Study: Citrix achieves 556% increase in conversions with Ion Interactive's landing page optimization

556% Increase in Conversions with Landing Page Optimization from ion

Citrix Systems, the global leader in access infrastructure software, faced poor-quality leads and a low 0.5% conversion rate from a paid search campaign for HIPAA compliance. After realizing their best prospects were a much smaller group—hospital purchasing decision makers—Citrix needed a way to filter out unqualified respondents and deliver messaging tailored to hospital size and needs.

ion built message-matched, post-click conversion paths with hospital-size segmentation, real-time A/B testing and media reallocation to higher-performing sources. The campaign lifted conversions 556%, with a new Path C delivering a 756% improvement over the original campaign; segmented traffic converted at 12% (about a 2,500% gain). Within weeks the team shifted budget to Google and iteratively refined winning paths for continued performance gains.

Citrix

Diane Kalmanowicz

Director, Web Marketing