Nine Business Cases that Show the Value of Testing and Targeting
Companies are increasing revenue and driving conversions through impactful testing and targeting.
Why test and target? Reasons for engaging in website optimization depend on the business goals and associated results of an industry. Whether you're trying increase revenue through improved sales, or trying to increase engagement and conversions, or simply improve brand loyalty, proper testing and targeting is critical to your company's success.
With large marketing investments at stake, it can be costly to rely on guesswork about what is working or not working, and what improvements can be found when customers are put in charge of the content they receive. With data-driven testing and targeting, however, mistakes are avoided, testing and targeting data are analyzed, websites are optimized and quantifiable gains are achieved.
This White Paper shares case studies from five industries that used testing and targeting to drive conversions, revenue and brand loyalty including:
- An online marketing information service that enjoyed a 53% increase in subscriptions by adjusting a form, offer and price
- A travel agency that realized a yearly sales increase of $3.5 million with data gleaned from multivariate testing
- A consumer packaged goods company that saw a 200% increase in click-throughs with focused messaging and larger call-to-action buttons
- One company nearly lost $4.7 million each year by relying on opinion instead of data
Website Testing + Optimization 101
By, Bob Garcia
Testing has long been used in direct mail and print advertising to determine which elements of a campaign receive the better-intended response. The same is true in testing elements on a website or landing page. While every optimization campaign is different, determining the right types of tests to use to create a website that inspires conversions is critical to success. There are two main types of tests: the a/b split and the multivariate. The a/b split is the most basic. Multivariate is more complex but greatly informs optimization.
Customer Stories
British Fashion Success – AllSaints Optimises its eCommerce Sites
James Wintle, head of ecommerce at AllSaints, discusses how Webtrends has contributed to a lift in online sales following an implementation of Optimize
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Webtrends Optimize reduces friction and anxiety in toolbar downloads and doubles MIVA’s conversion rate
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Expertise
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Optimization is a Team Sport
Learn how through testing, targeting, and segmenting, there's a better and different way to organize your team, get better results and improve your business. |
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Navigating the Journey to Practical Onsite Targeting
Many marketers say they just don't know how to approach on-site targeting and frankly don't know how to get started. Webtrends is here to help. |
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A Complete Walkthrough of Multivariate Testing
Testing and site optimization are a mindset. Knowing the ins and outs of planning and executing will help you (and your team) create tests that improve your conversions and boost results. |
Genius Feed
- Marketing Intuition: Which PPC ad produced more conversions? // Paul Cheney
- How to be a great mentor (and a mentee) // Taylor Davidson
- Why Relevance Rules Digital Marketing « iMediaConnection Blog // blogs.imediaconnection.com
- 7 Ways Daring Brands Walk The Line // John Coleman
- How to organize the retail company of the future // Fiona Swerdlow, Head of Research, Shop.org
Optimization Maturity Model
We've developed this maturity model with our customers. We think it's a helpful guide to understand where you are today and where we might go tomorrow
1
Operational Reporting
+
Improvement
Operational Reporting + Improvement
- Establish key performance indicators (KPIs), set-up standard reports and develop basic dashboards
- Discover digital marketing insights focused on improving experiences like checkout, lead capture, customer service and search + advertising performance
- Leverage external resources to define and implement insight-driven iterative marketing best practices
2
Basic Ad Hoc Testing
+
Targeting
Basic Ad Hoc Testing + Targeting
- Begin A/B/n testing of key conversion experiences to establish baselines
- Explore Multi-variate testing of a key area of your site
- Start experimenting with targeted content, 1 element at a time
- Extend the skills and expertise of external and internal teams to include testing + targeting
3
Ongoing Optimization, Segmentation
+
Targeting
Ongoing Optimization, Segmentation + Targeting
- Advance to more complex multi-variate tests, testing multiple elements in a single test
- Begin in-session segmentation to drive more relevant visitor experiences
- Commit to frequent testing + targeting efforts
- Integrate testing and optimization teams into broader marketing efforts
4
Automated and Integrated Optimization, Segmentation
+
Personalization
Automated and Integrated Optimization, Segmentation + Personalization
- Advance site content targeting efforts to include profile-enhanced personalization including behavioral data
- Apply testing + targeting expertise to digital marketing channels like social + mobile
- Establish a regular cadence of testing + optimization efforts and integrate them into all marketing planning and execution processes
Increase the Return on your Digital Investment
As your optimization efforts mature the return on all your digital investments increases exponentially. Click on each stage to learn more about how each step leads to higher returns.
Optimization Maturity Phases
Products + Services to Consider
As your optimization efforts mature the return on all your digital investments increases exponentially. Click on each stage to learn more about how each step leads to higher returns.
Optimize™Our next generation platform for A/B and multivariate testing + on-site targeting Learn more about Optimize |
Analytics™Our measurement and analysis platform for understanding digital media, website, social, mobile and SharePoint performance. Includes Mobile Analytics and Facebook Analytics Learn more about Analytics |
Segments™The world's easiest and most valuable segmentation tool for targeting Learn more about Segments |
