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.
During the past two decades, the Web has grown from an interesting academic oddity to one of the most powerful platforms for commerce in any era. Through it all, marketers have been playing with the design of the basic website to come up with the ultimate digital sales tool.
Testing websites and campaigns is key to improving performance. A/B testing—trying two versions of a website landing page and comparing how they perform with your target audience—is often used for this, but it only allows you to test one factor at a time. Multivariate testing, on the other hand, enables you to test many changes simultaneously.