In Fall 2009, FedEx launched its “Ground is Faster” campaign to promote its market leadership over competitor UPS in commercial ground delivery. With its straightforward message and call to action – “FedEx Ground is faster to more locations than UPS Ground. See just how fast your shipments will arrive with FedEx Ground.” – this online banner campaign saw a dramatic 200%+ increase in traffic to its FedEx Ground landing page and Service Map application. Once at the site, visitors checked out transit times from their ZIP code with more than 90% of first-time visitors using the application. They also quickly read about the benefits of faster transit times including greater efficiency, satisfied customers, improved cash flow and more. The easy-to-follow user flow allowed visitors to get rates and quickly access the online shipping tool.
