Skinner Optimizes Online Auctions Through SiteSpect’s Multivariate Testing Technology

SiteSpect, Inc., the leader in non-intrusive web site conversion optimization technology, today announced that Skinner Auctioneers & Appraisers of Antiques & Fine Art has achieved several key performance goals through a series of recent multivariate tests. The combination of SiteSpect’s technology and professional services helped Skinner to identify web site adjustments that significantly improved visitor engagement, boosted email newsletter enrollment, and increased the quantity and average value of auction bids.

Skinner, one of the nation’s leading auction houses for antiques and fine art, has contracted with SiteSpect since 2004 to test and optimize the effectiveness of their web site (http://www.skinnerinc.com). Using SiteSpect, Skinner has tested different versions of their site’s creative elements, event promotions, image sizes, copy, navigation and page layouts without the need to modify the underlying web site or add JavaScript page tags. Recent tests focused on optimizing aspects of the site that Skinner believed would have a positive impact on their ultimate conversion goal: auction bidding activity.

Highlights of recent test results include:

• Tests designed to increase the time visitors spend on the site and the number of auction items viewed focused on navigation elements in the auction catalog. The winning combination of navigation changes resulted in a 40 percent increase in the number of auction items viewed and a 22 percent increase in PDF catalog downloads.
• Tests designed to increase registration for email newsletters focused on the placement of signup links, copy and buttons throughout the site. The tests identified changes that resulted in a 590 percent increase in opt-in registrations.
• While time spent on site and newsletter registrations are both key metrics for measuring visitor engagement, Skinner’s primary objective with testing was to increase bidding activity for their online auctions. Testing variations within the auction bidding process revealed significant opportunities for optimization. For example, the winning combination of changes within product detail pages increased bidding activity by 74 percent.

“Our testing revealed numerous opportunities for improving visitor engagement and conversion rates,” said Kerry Shrives, Vice President of Internet Auctions, Skinner, Inc. “The ability to test our hypotheses without involving IT resources has enabled us to make multivariate testing an essential part of our online strategy, helping us to grow our auction community and improve the success of our auctions. With SiteSpect’s help, the changes we’ve made have had a very positive impact on our site’s overall effectiveness.”

“We are very pleased with the success Skinner has seen from their ongoing testing activities,” said Eric J. Hansen, President, SiteSpect, Inc. “Skinner’s success proves that in order to have a truly successful online presence, even sites that are already ‘optimized’ should continually test new ideas that could influence visitor behavior. Controlled testing is the enabler that allows marketers to confidently make improvements to their web sites while avoiding changes that don’t contribute to the growth of their business.”

About SiteSpect, Inc.

SiteSpect enables Web marketers to optimize web site effectiveness through multivariate testing and behavioral targeting. By testing variations of landing pages, product descriptions, search results and buy-flows, SiteSpect allows marketers to fine-tune every aspect of their Web site on a segment-by-segment basis. As the first and only non-intrusive solution available, SiteSpect empowers marketers to optimize their sites without the need for ongoing IT involvement. SiteSpect’s patent-pending technology is used by some of the world’s largest and most successful e-commerce sites, including Cabela’s, iProspect, Overstock.com, ShopNBC, and VEGAS.com. For more information, visit www.SiteSpect.com or call 617-859-1900.