Case Study: Norsk Hydro achieves 319% CTR increase and 200% more goal conversions with Optimizely Web Content Recommendations

Norsk Hydro uses AI recommendations to act on unique interests

Norsk Hydro, a global aluminium and renewable energy company operating in 50 countries with over 30,000 employees, wanted to build a more sustainable, personalized web experience by region and persona. The digital team needed an automated, easy-to-manage content strategy to replace outdated translation and personalization tools and to eliminate time-consuming manual processes on the backend.

Using Optimizely Web Content Recommendations, AI-driven interest profiles (even for anonymous visitors) deliver real-time, personalized content with minimal manual effort while still allowing local editor control. The automated solution increased engagement dramatically—319% higher CTR, 600% higher unique CTR and a 200% rise in goal conversions—while providing clear uplift metrics via a built-in dashboard.

Norsk Hydro

Jorunn Frafjord

Head of Digital Channel Operations