This case study describes how MIVA used multivariate testing to optimize the landing page for its weather toolbar download campaign. They tested different page elements like the header, hero image, and messages about privacy to determine the highest converting page. The testing found that emphasizing benefits over features, simplifying the page, and including privacy seals increased conversions by 8% and doubled the number of toolbar installs for the same ad spend. The case study recommends that companies test their marketing assumptions and page elements to improve campaign performance and ROI.

1. Maximizing Campaign ROI Case Study: Doubling Toolbar Install Conversion Rate with Multivariate Optimization Sam Ee, MIVA Robert Bergquist, Widemile April 25, 2008

2. Today’s Facilitators Sam Ee, MIVA Direct MIVA Direct delivers on it's vision of "Making the Internet easy" by developing and distributing category-specific toolbars and a proprietary home page solution, powered by Google search. Two core business: Vertical affinity ALOT Toolbars and ALOT Home Screensavers.com for free screensavers and wallpapers Robert Bergquist, CEO, Widemile Leading provider of multivariate testing and optimization technologies and services for online agencies and advertisers Landing pages, microsites, sales funnels, registration pages Interactive ad campaigns and customer segment testing

3. Two Questions: Ad campaign costs rising? Satisfied with performance?

4. Test for Better Returns on Ad Spend Question: Which tactics have had the most positive impact on your search marketing campaigns? (Select all that apply.)

5. Are You Optimizing for Better ROAS? Little experience with content or creative testing Done some A/B split testing Done some multivariate testing Managing MVT projects now

6. You are not alone 87% not satisfied with their campaign conversion rates 60% doing no testing or optimization of any kind Majority of those testing use just A/B n=540, 9/6/07, Widemile webinar with SMN and Jupiter Research

7. Key Steps to Optimized Campaigns Know your audience Embrace design best practices Test marketing assumptions

8. What is Multivariate Optimization? Test multiple element variations quickly Learn how each influences performance Determine the optimal page configuration Tailor pages for traffic source and other customer segments Sample Landing Page

9. MIVA Case Study: Weather Toolbar Downloadable browser add-on toolbar shows various links to online weather sources Paid search campaigns deliver traffic Business objective is higher download and install rate

10. Marketing Questions: What is the best type of hero shot? What is the impact of the TRUSTe logo? Are people worried about spyware? Do people prefer specific toolbar features over lifestyle/benefits statements? Are people confused by the Google feature list? How much should we highlight the toolbar?

11. Optimization Process Analysis Understand audience and value proposition Review existing conversion process Action Develop testing plan (new templates, recipe matrix, and content variables) Execute tests Report and analyze results Deploy optimal pages Leverage lessons learned Baseline Page

12. Assessment and Redesign - Wireframe Google Product Information Header TRUSTe Spyware FREE Hero Shot Call To Action Button Product Description Headline 2 3 4 5 6 7 8 1

13. Defining Test Matrix 2048 potential combinations tested with 16 experiments No. Factor (Variable) Levels (versions) 1 Header 4 2 Hero shot 4 3 TRUSTe logo 4 4 Headline 2 5 Call-to-action 2 6 Product description 2 7 Spyware-free message 2 8 Google info 2

14. Example: Header - which one works best? Level 2 Level 3 Level 4 Level 1

15. MVT Determines What Works Best 2 3 4 5 6 7 8 1

16. Which TRUSTe logo works best? Level 2 Level 3 Level 4 Level 1 OFF

17. Test Complete in Two Weeks Copyright 2007 – 2008 Widemile Inc. All Rights Reserved. Confidential Slide Test Duration Test Data Stabilization Conversion Rate

18. And the Winner is…

19. And the Winner is… Header Hero Shot Google Product Information TRUSTe Spyware FREE Call To Action Button Product Description Headline

20. What’s Most Important? Google Info Headline Spyware TRUSTe Call-to-action Header Product Description Hero shot HIGH MEDIUM LOW Influence Index

21. Analysis Spyware, TRUSTe, Headline, and Google information factors had the greatest influence on performance All references to the toolbar and specific features lost to lifestyle descriptions De-emphasizing the Google product features increased conversions People favored toolbar benefits over features

22. 1 2 3 4 OFF Factor Analysis: TRUSTe logo Two new TRUSTe logos beat the old logo (and the logo turned off) – 8% lift delta Tested redesigned logos to reduce call-to-action confusion Recommend seals of approval with a small text link below to avoid competition with primary call-to-action objective Relative Conversion Rate

23. Greater Campaign Efficiency Twice the number of toolbar installs for the same ad spend 100% 215% 100 200 Index: Conversions / Ad Spend

24. The Three Steps - Recap Know your audience Leverage your SEM and analytics resources Refine your value proposition Embrace design best practices Simplify the page and remove distractions Educate yourself Test your marketing assumptions Value proposition and incentives Traffic characteristics

25. Helpful Resources Conversational Marketing by Ian Lurie Portent Interactive Web Design for ROI by Lance Loveday & Sandra Niehaus Closed Loop Marketing

26. Next Step Test current optimal page versus New creative design using optimal content

29. Thank You Sam Ee – [email_address] Robert Bergquist – [email_address] Content Information www.widemile.com www.miva.com