When you’re a cash-strapped nonprofit and you have to compete for attention against multi-billion dollar public companies, you have to get creative with growth. This is how Upsolve produced high-quality landing pages focused on topics related to their audience and then complemented those with “programmatic locality-specific landing pages” based on data from Segment’s Identities feature.
Of the content we’d produced, only ~10% of our conversions were coming from our editorial articles while ~70% were coming from state and city page templates (created programmatically).
Based on the data we saw in Personas, we all quickly saw where our growth was coming from and devoted the time previously set aside for editorial toward improving the quality of our programmatic content. It’s been so successful, we’ve now created over 95,000 landing pages!