The Milan Monza Brianza Lodi Chamber of Commerce is the public institution supporting businesses and economic development across the Milan, Monza Brianza, and Lodi areas.
The Chamber of Commerce aims to promote its services for businesses and strengthen awareness of the opportunities available to companies.
While its website already provides essential services such as public grants and the Business Register, the main challenge is increasing visibility and engagement for value-added services - including certifications, webinars, training programs, and specialized consultancy - within a highly competitive landscape.
In collaboration with Verada, the Chamber implemented several lead generation strategies to capture contacts from entrepreneurs interested in business support services. Given the complexity of the Chamber’s website and the wide range of opportunities available, the key challenge was guiding the right users toward lead generation pages while maintaining a relevant and non-intrusive browsing experience:
To maximize conversion opportunities, tailored engagement strategies were deployed for site abandoners, generating a +17% conversion rate.
With returning visitors accounting for almost 20% of overall traffic, personalized messaging was used to streamline the conversion journey and enhance relevance at every touchpoint.
Embedded in-page experiences strategically integrated throughout the site helped remove barriers to engagement, contributing to a more seamless user experience and improved conversion performance.
Thanks to Verada’s advanced audience segmentation capabilities, the Chamber was able to identify and engage users with a strong interest in its services.
By delivering personalized experiences based on real-time behavioral signals, Verada significantly increased the volume of qualified leads. Today, 70% of all online subscriptions are generated through interactions with Verada widgets, making them a key driver of the Chamber’s digital acquisition strategy.
As an institution, our primary goal remains to inform and ensure transparency, but we also wanted the website to become a true driver of engagement and conversion.
Together with Verada we designed an experience capable of encouraging exploration and guiding both users and businesses toward our services within an integrated digital ecosystem. This approach strengthens our role, making it more accessible and value-driven.
Marco Vietti.
Head of Marketing and Communications.
July 2026.
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