Case Study: Employsure achieves 109% conversion uplift and deeper customer understanding with Optimizely

How Experimentation Helps Employsure to Better Understand Customers

Employsure, Australia’s leading workplace relations specialist, turned to experimentation to improve ROI and better understand its customers. Facing low conversion rates among a critical subset—small business owners in urgent situations—Employsure needed data-driven insights to move beyond guesses about which landing pages and messages would convert.

Working with New Republique and Optimizely, they used CRO and behavioral modeling to reframe messaging: instead of promoting a generic Advice line, they highlighted empathetic senior advisors and their track records to address customer urgency. The pivot drove a 109% increase in conversions for that target group, improved bottom-of-funnel understanding, and enabled more personalized messaging and top-of-funnel growth.

Employsure

Ben Scemama

Digital Marketing Manager