Webtrends Optimize reduces friction and anxiety in toolbar downloads and doubles MIVA’s conversion rate
Using SEM extensively to drive traffic to the ALOT Weather landing page, MIVA partnered with Webtrends to test and optimize the content and layout of the page and increase conversion rates while identifying the most impactful messaging and page elements.
Overview
Webtrends executed a comprehensive optimization program for the ALOT Weather Toolbar, a MIVA download, which included a new page design as well as a multivariate test.
Challenge
Using SEM extensively to drive traffic to the ALOT Weather landing page, MIVA partnered with Webtrends to test and optimize the content and layout of the page and increase conversion rates while identifying the most impactful messaging and page elements.
Results
- Overall, conversion rates improved 100%.
- Interestingly, lifestyle references and visuals delivered higher overall conversions than toolbar specifications and features.
- 4 variations of the TRUSTe logo (including removing the logo) were tested. The 2 new, alternate logos significantly outperformed the original – even the hidden logo did better than the original and the winning factor alone delivered an 11% lift.
- Using the Webtrends Optimize fractional factorial approach, the duration of the multivariate test was 13 days. By comparison, a full factorial approach would have taken 1,664 days.
