Case Study: Citrix accelerates the buyer journey and boosts engagement with Optimizely personalization

Citrix Personalizes Homepage to Accelerate the Buyer’s Journey

Citrix, a global enterprise software company, set out to accelerate the B2B buyer’s journey by making its website more relevant to individual visitors. Facing long research cycles and high demand for targeted content, the team used Optimizely and Demandbase to personalize digital experiences for key verticals like healthcare, finance, and education.

They ran A/B tests on industry-specific homepage banners (custom copy, imagery, and CTAs) for segmented audiences, and the personalized pages drove strong engagement: 30% more banner clicks, a 10% lift in pageviews per session, a 7% drop in bounce rate and a 4% increase in session duration. Following these results, Citrix plans to expand and optimize industry-targeted personalization across the site.

Citrix

Jessica Collier

Web Conversion Strategist, Citrix