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A Complete Walkthrough of Multivariate Testing
 

A Complete Walkthrough of Multivariate Testing

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We hear it from our most successful clients: Testing and site optimization are a mindset. Great tools like Webtrends Optimize are critical, obviously. But knowing the ins and outs of planning and ...

We hear it from our most successful clients: Testing and site optimization are a mindset. Great tools like Webtrends Optimize are critical, obviously. But knowing the ins and outs of planning and executing will help you (and your team) create tests that improve your conversions and your business.

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  • Update July 30, 2009
  • Opportunities: Site areas that can be optimized:Lead Generation - Boost campaign performanceSelf-Service - Improve performance of processeseCommerce - Maximize revenue & optimize funnelsContent - Improve relevance to drive ad sales
  • Emphasize Segmentation and how it can 1:many to 1:1Site Optimization OverviewNot a one-time activity or just one tacticSuperset of activities including:TestingSegmentationTargetingPersonalization Executing any one or all of these activities helps to improve marketing performanceDoing all on a single platform allows you to leverage learnings and work from one tactic into another – no need to add or change tags, re-use segments and creatives used in your testing for your targeting, etc.
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Using web analytics to ID areas of opportunityHigh bounce rate on a landing pageFunnel drop off through sales processLow conversion rate on form completesUnderstand your marketing investmentsPaid search leading to product pagesEmail marketing into offersSEO into home pageConsider the business value of opportunitiesLead form’s 10% CR drives $10M in salesProduct sales funnel 1.8% CR generates $18M in salesMedia site’s 42PVs/visitor success event translates into $3M in ad revenue
  • Site Optimization OverviewNot a one-time activity or just one tacticSuperset of activities including:TestingSegmentationTargetingPersonalization Executing any one or all of these activities helps to improve marketing performanceDoing all on a single platform allows you to leverage learnings and work from one tactic into another – no need to add or change tags, re-use segments and creatives used in your testing for your targeting, etc.