How Amazon Co. Quidsi A/B Tests Multiple Variables
Ask questions and get quick answers on what consumers value more. That’s the beauty of tools that help marketers test multiple variables on Web site pages or in paid-search ads. It didn’t take long for Teju Prabhakar to discover that setting up A/B multivariate testing to determine what drives the highest conversions becomes nearly impossible without the correct tools.
So, the director of marketing of Soap.com, an Amazon-owned Quidsi ecommerce site, deployed SiteSpect’s platform for multivariate testing, as well as behavioral targeting across the five sites. Integrated last year, the technology was up and running in October across all of its ecommerce sites: Soap.com, Wag.com, YoYo.com, Beautybar.com and Diapers.com.
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