How PeopleForce increased homepage hero CTR by 70% with firmographic personalization

PeopleForce’s homepage uses a single hero message for every visitor. The message explains the product clearly, but it does not change based on who is visiting the site.

As traffic grew, the team began to look more closely at homepage performance. A large share of visitors comes from technology companies, an audience the team wanted to resonate with more strongly. While the generic hero message positioned PeopleForce as a top-ranked, all-in-one HR platform, it did not explicitly reflect who these visitors were or speak directly to their identity as scaling tech teams.

Because the homepage hero is often the first point of interaction, the team started to question how well it performs for this audience. They wanted to understand whether a generic hero message is limiting the click-through rate for technology companies, and whether a more targeted message could encourage more visitors to take the next step.

To find out, PeopleForce needed a way to test the impact of personalization on the hero click-through rate directly. The experiment had to run on the existing homepage, without a redesign, and produce results that are easy to compare. If it works, the setup should also be simple enough to extend to other audience segments.

Once the personalized hero is live, PeopleForce tracks performance directly in Prepr.

Each homepage hero variant is measured separately, using click-through rate as the conversion event. The generic hero is used as the reference point. The technology-focused version is shown only to visitors identified as technology companies and evaluated within that same group.

The results are clear. The personalized hero shown to technology companies achieves a 70%+ increase in click-through rate compared to the generic version. The conversion rate is noticeably higher, and the uplift is backed by probability indicators that show the result is reliable.

This improvement comes without changing the structure of the page. The layout, design, and call-to-action stay the same; only the hero message is different. This confirms that relevance, not redesign, is the main factor behind the increase in engagement.

Just as important, the results are easy to interpret. Because performance is measured per segment, the team can see which message works best for which audience, instead of relying on averages across all visitors.

The test confirms that firmographic personalization improves homepage engagement. With that validation in place, PeopleForce plans to apply the same approach to additional segments and other key sections of the website.

PeopleForce is a modern HR platform built for fast-growing, digital-first companies. Founded in 2019, the platform brings core HR, onboarding, performance management, time tracking, and people analytics into one system that teams actually use every day.

The company serves more than 1,300 organizations across 30+ countries, supporting over 100,000 active users worldwide, many of them SaaS companies, digital agencies, and remote-first teams. That demand is reflected in the company’s growth, with roughly 80% year-over-year ARR growth and over $7 million in funding raised to support international expansion.

As the audience grows, the website takes on a more critical role. For many visitors, the homepage is the first real introduction to the product, and a large share of that traffic comes from technology companies with specific expectations.

That leaves the team with a simple but important question: can one homepage message really work for everyone who lands there?

For PeopleForce, the experiment shows that small changes in relevance can have a measurable impact. By adapting the homepage hero to the company context, the team improves the click-through rate without redesigning the page or adding complexity. With clear results in place, personalization becomes a practical tool rather than a long-term bet.

PeopleForce decides to test firmographic personalization, adapting website content based on the type of company visiting the site, rather than treating all visitors equally.

In this case, the focus is the homepage hero. Instead of showing one generic message, the team wants the hero to change when a visitor comes from a technology company. The question is whether a message that reflects the visitor’s context leads more people to click.

To run the test, PeopleForce builds on its existing setup with Prepr. The company already used Prepr to manage website content, which makes it possible to experiment without changing the site’s structure. Within Prepr, the team creates multiple versions of the same homepage hero and controls when each version is shown, while keeping the layout and design exactly the same.

To identify the company behind each visit, PeopleForce uses the Dealfront integration available in Prepr. Dealfront enriches visits with firmographic data based on IP address. When someone lands on the site, Prepr sends the IP address to Dealfront. If company data is available, details such as industry and company size are returned and used to assign the visitor to a segment.

For this experiment, PeopleForce creates a “Technology companies” segment and links it to a dedicated homepage hero. Visitors identified as technology companies immediately see messaging written for their context, while all other visitors continue to see the default version. Only the hero message changes; the rest of the page stays the same.

All content variants, segmentation rules, and performance measurements are managed directly in Prepr. This allows the team to launch the experiment quickly, compare results between versions, and adjust the messaging without developer involvement.