Site optimization - Nine Real-World Results from Testing and Targeting

In a competitive business world driven by technology, innovation and globalization, marketers are under enormous pressure to deliver fast results, increase conversions with smaller budgets, and defend online marketing investments to the C-suite or stockholders. Considering that many industries rely on online transactions for a majority of their revenue, it is surprising then that nearly two-thirds of companies do not conduct online testing, and even fewer do data-driven targeting. How can this be? Lack of expertise or tools; organizational inertia; or, perhaps the agencies responsible for online marketing initiatives may not want visibility on the eectiveness of their programs. In addition, many companies implement free analytics software that provides only the basics of online activity information, such as the most popular search terms. But most freeware offers little in the way of strategic testing and targeting. And then there is problem of attempting to optimize a website with little to no internal expertise.
 
Unfortunately, many marketers fall back on opinion about why a product or offer is or isn’t working. And mistakes are made when relying on guesswork. For example, one online company that sells reproduction art wanted to streamline their shopping cart and reduce cart abandonment. They thought removing a framing option from the shopping cart would achieve their goals. However, after testing using Webtrends Optimize, they discovered that removing the option would have cost the company $4+ million in revenue every year. If a company is not optimizing their site through testing and targeting, they are leaving money on the table. This white paper presents examples of how companies are using testing and targeting to increase conversions and drive revenue. [...]

(Lesen Sie das vollständige 7-seitige White Paper im beigefügten PDF)