Personalization and improved website performance increased the website traffic by 150%

Authored by Ameex Technologies on 10 Apr 2020

Client is a leading financial group offering annuity, life insurance, and preneed products, helping customers in addressing financial needs. 


To provide engaging personalized digital experience to the core audience of their advisor website.


  • Drupal 8 migration was a challenge
  • The user experience in the current website was average
  • The website lacked personalization
  • The marketing team was always dependent on the dev team to build new pages


  • We revamped the website based on component-based architecture which enabled the marketing team build pages easily
  • Migrated the website from Drupal 7 to Drupal 8 
  • In order to provide a personalized experience to the advisors, we used a tool Acquia lift 4 (Rule-based personalization) and grouped the users into 5 categories (Unknown, Unengaged, Prospects, Producers, Sales) wherein each group had a different set of content to be showcased

Technology used:

  • CMS: Drupal 8
  • Personalization: Acquia lift 4
  • Marketing: Marketo

Business Impact:

  • Reduced the time involved to build webpages by 50 %
  • As a result of personalized and improved website performance
    • The number of website visitors increased by 150% 
    • The number of sessions increased by 90%
    • Bounce rate was reduced                                                                                                         

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