John Wanamaker, who founded one of the first department store empires in the United States, famously complained that half his advertising was wasted; he just didn't know which half. Today, businesses can better track the return on their marketing dollars by vigorously testing their message. Indeed, the improvements and breakthroughs in testing tools make it possible to experiment with virtually every element of a business's public marketing efforts and see results quickly.
Behavioral targeting isn't a new concept. In fact, it's “direct marketing 101,” according to Joe Stanhope, principal analyst at Cambridge, MA-based Forrester Research.
Kevin Sperry, VP of Global Sales and Alliances for SiteSpect discusses some topics retailers are concerned about including integrating the customer experience across channels. “SiteSpect talks about optimizing your conversion and your channel experience with customers,” he noted. “We find that travel and hospitality are adopting some of the same strategies and tactics to grow their online businesses” as traditional retail, in their efforts to create higher average order values.
If your mobile site is not ready for Cyber Monday, don't worry—there are things you can do any time to get started on the road to optimization success. Even with the different technical requirements of mobile devices, it is possible to easily and effectively increase mobile engagement through multivariate testing.
Vegas.com is testing various parts of its mobile site’s content to target mobile users with the most relevant information.
The company worked with SiteSpect to use its multivariate testing and behavioral targeting technology. Vegas.com is hoping to boost conversions and page views and reduce bounce rates.
Problem: VEGAS.com, the most trafficked city destination travel website in the world, wanted to create a more "finger-friendly" experience for its mobile users.
Solution: Partnered with a provider of multivariate testing and behavioral targeting technology optimized for mobile.
Already the largest city-specific destination travel website in the world, Vegas.com wanted to ensure it was also one of the most cutting edge. More than two years ago, the company began to embrace mobile as an important platform for its users. However, its marketing team noticed a higher level of abandonment, compared to the traditional Web.