Case Study: Land O' Lakes drives more free trials with Lytics web personalization

How Land O’Lakes used Lytics web personalization to drive free trials

Land O’Lakes, through its Purina animal nutrition brand, needed a better way to tailor its website experience to different buyers, since content that resonated with one audience—like horse owners—wouldn’t appeal to others such as dairy farmers. After evaluating personalization vendors, Land O’Lakes chose Lytics and its Customer Data Platform (CDP) to help identify visitor interests and build more relevant web experiences.

Lytics used behavioral data and affinity audiences to personalize on-site banners and offers, starting with horse-related content and then expanding to other animal categories. The results were strong: the horse feed free-trial campaign achieved a 28% click rate, and 38% of those clicks converted to sign-ups; across broader personalized offers, average conversion rates were just over 30%.

Land O' Lakes

Steve Rude

Land O' Lakes