Webtrends Optimize increases conversions for Microsoft Office Live Small Business through multivariate testing
The Office Live Small Business team felt performance home page traffic could improve further and sought to understand specific elements that drive sign-ups. They partnered with Webtrends to strengthen click-through performance for traffic generated from PPC activities to the portal.
Overview
Webtrends executed a comprehensive optimization program for Microsoft Office Live Small Business, which included a new page layout design as part of a multi-step multivariate test.
Challenge
Though it is one of the fastest-growing small business services available with over 850,000 customers, the Office Live Small Business team felt performance could improve further and sought to understand specific elements that drive sign-ups. They partnered with Webtrends to strengthen click-through performance for traffic generated from PPC activities to the portal.
Results
With Webtrends insight, AIS:
- Overall, conversion rates improved more than 60% over the baseline control page.
- The second multivariate test run improved results by introducing a product review quote from the New York Times and honing the Call-to-Action Button to further boost conversions.
- Using a fractional factorial approach, test duration was 24 days for both runs. By comparison, a full factorial approach would take 704 days.
