Case Study: Tata Communications achieves 188% increase in repeat-visitor CTR with Optimizely Web Content Recommendations

Tata Communications sees 188% increase in CTR for repeat visitors

Tata Communications, a global digital infrastructure provider that carries over 25% of internet routes and serves major enterprises, faced a personalization challenge on a sprawling site with thousands of content items and tens of thousands of monthly visitors. With large volumes of anonymous traffic and complex product lines, the marketing team could not scale manual rules to understand visitor intent or deliver relevant 1:1 onsite experiences to improve lead generation.

Using Optimizely’s Web Content Recommendations (via a simple JavaScript tag and NLP), Tata built real-time interest profiles, automated “More for you” content recommendations without page redevelopment, and surfaced intent data into Microsoft Dynamics. The program profiles ~150,000 visitors per month, dramatically reduced rule-building effort and drove a 188% increase in CTR for repeat visitors; Tata plans to expand personalization by region, product/account, then individual level.

Tata Communications