A common disappointment among companies deploying testing and optimization technology stems from tests that do not yield the radical improvements expected. Working with our customers, we've seen that sometimes even the most dramatic design changes produce no significant differences in their click-through or conversion rates. While that can be surprising, much of its concomitant disappointment can be eliminated by defining upfront what success or failure means to you.
Despite the economic downturn that has affected everyone from Madison Avenue to Main Street, the state of the e-commerce industry (despite a noticeable dip in transactions and sales) has remained strong, thanks to continued improvements in technology. Internet retailers that have adopted “best of breed” solutions are expecting big profits in the coming years.
Multichannel merchants know how important their Websites and landing pages are for selling products to customers. You also know that the more you understand online customer behavior, the more your marketing efforts pay off in the e-commerce arena.
As a direct marketer, you've tested print and e-mail, but have you used multivariate testing on your website? In a multivariate test, variations of your site's content are presented to visitors, whose behavior is tracked to determine how each content variation affects your marketing goals, such as conversions and registrations.
Vegas.com is one of the largest city destination travel website in the world with extensive, constantly updated information and a full range of travel products including hotel rooms, air-hotel packages, show tickets, tours and golf. Through its Casino Travel & Tours unit, Vegas.com also operates retail and concierge desks at more than 70 locations including the Palms, Paris, Harrah's, Bally's, Mandalay Bay, Excalibur, New York-New York, Luxor and more.