Land O’Lakes Reports 245% Lift in Page Views With Website Personalization
Land O’Lakes says its personalized website experiences drove a 245% increase in page views per visit across its sites, compared with visitors who did not receive personalized content. The dairy cooperative’s approach uses behavioral signals and affinity audiences to match visitors with relevant content and calls to action.
Steve Rude, senior manager of digital experience at Land O’Lakes, discussed the program at Contentstack’s ContentCon conference in Chicago in October. The company has built roughly 300 different experiences by grouping consumers into 447 affinity audiences, he said. Those audiences are intended to reflect visitors’ interests as they engage with the cooperative’s broad collection of website content.
Land O’Lakes serves businesses and consumers across several areas, including agriculture, animal feed, food service and retail. That breadth makes a single website experience less suitable for every visitor. The company’s stated goal is to use relevant, fresh content to make engagement and conversion easier, rather than treating all site visitors alike.
Behavior signals shape audience membership
One early test focused on Purina, a Land O’Lakes brand, and horse owners. The objective was to encourage interested visitors to sign up for a feed trial. The team used Lytics, a customer data platform that Contentstack acquired in 2025, to identify people who had viewed at least three pages related to horses.
Lytics scans the company’s websites for recurring topics across pages, Rude explained. Starting with a broad horse-content interest gave Land O’Lakes a way to identify a relevant audience before attempting more granular targeting. Visitors who qualified could receive a slide-in module prompting them to sign up for the trial.
The module recorded a 29% click-through rate. Among people who clicked, 91% completed the sign-up, according to Rude. The distinction matters: the reported conversion rate applies to clickers, not to every visitor who saw the module.
Personalization continues after the first action
Following the Purina test, Land O’Lakes asked its business units to identify audiences they could reach with a specific goal. For example, recipe readers could be grouped around topics such as breakfast or cookies and offered a newsletter with more recipe content. The company can also suppress a call to action for people who have already completed it, such as signing up for a feed trial.
Audience membership can change as behavior changes. Rude described these as “living audiences”: visitors can enter or leave segments during a visit or over time, depending on the content they consume. The company can remove a person from a horse-interest audience if that person stops viewing horse-related material after a defined period.
That flexibility supports a sequence of experiences rather than a single offer. After a visitor responds to one call to action, Land O’Lakes can place that person in another audience and present a different next step, such as a supplemental subscription service or newsletter. If a visitor declines an offer, the company can instead map that person to another relevant experience. Rude said automation has helped the program scale to its current number of audiences.
Reported results vary by site
Land O’Lakes compared page views per visit for people who saw personalized content with the average for visitors who did not. It reported a 245% increase across its sites after implementing affinity audiences in Contentstack’s content management system. The company also shared site-level lifts: 431% for Landolakes.com, 247% for Winfieldunited.com, 183% for Landolakesfoodservice.com, 140% for Croplan.com and 294% for Purinamills.com.
The figures provide a measure of engagement with personalized experiences, but they do not establish that personalization alone caused every increase. The reported comparison is between visitors receiving personalized content and those who did not; the source account did not provide additional details on the measurement period or the size of the audiences.
Land O’Lakes’ next stated priority is extending its audience-based approach beyond its websites. Rude said the company is working to connect audiences with LinkedIn, Facebook, Instagram, TikTok and other channels where its brands are active. The aim is to use audience insights externally and create a more consistent, personalized brand experience across channels. That work is in progress, rather than a reported outcome of the website program.
