Leading Site Operators Seeing Significant Improvements to Mobile Conversions and User Engagement
SiteSpect, Inc., the leading provider of non-intrusive multivariate testing and behavioral targeting technology, today announced new mobile targeting capabilities that allow marketers to test and optimize their web sites for the growing segment of mobile web users. An industry first, SiteSpect now provides detection of key mobile device capabilities that marketers can use for content targeting, enabling them to discover how varying types of mobile-optimized content influence user behavior, and ultimately site profitability.
With these new targeting capabilities, web marketers and analysts are able to test, measure, and ultimately deliver the content, layout, and promotional offers that are most effective for each mobile device category. In this release, SiteSpect's new mobile targeting categories include:
"Analyses of consumer behavior have shown us conclusively that mobile users have different needs and expectations than desktop users — environment, task-at-hand, and physical device constraints all differ, often dramatically," said Eric J. Hansen, Founder and CEO of SiteSpect. "And with rapid growth in mobile adoption, web marketers are now realizing how important it is to provide a compelling mobile web experience. SiteSpect's new mobile targeting brings a needed capability to the web marketing toolbox, allowing marketers for the first time to easily and non-intrusively test, target, and deliver the most compelling mobile experiences."
New market research from ABI Research shows that online retailers are increasingly turning to the mobile web as a new channel for commerce. In fact, 8% of total e-commerce sales are expected to come from mobile by 2014. And according to comScore, nearly one-third of all mobile users already actively engage with web content on their cell phones, and 53% of smartphone users routinely engage in mobile web browsing activities.
As many organizations have not yet allocated specific budget for mobile content, testing a subset of existing, highly trafficked content on a targeted mobile audience can provide a low-cost and low-risk stepping stone towards building a business case around making a deliberate investment. VEGAS.com, the largest city destination travel website in the world, recently started leveraging the mobile channel to boost its sales and is using SiteSpect's optimization platform to test and target content to their mobile users. (See companion news release titled "VEGAS.com Optimizes Mobile Experience with SiteSpect A/B Testing and Targeting," also released by SiteSpect today.)
"The mobile testing and targeting capabilities we're leveraging from SiteSpect have thus far enabled us to significantly boost our conversion rate for mobile users, and increase their engagement through a 22% reduction in bounce rate and 16 percent increase in page views," said Mike Brown, Vice President of Optimization at VEGAS.com. "But this is still early in the process for us — SiteSpect's mobile capabilities are proving instrumental in helping us redefine and prioritize the way we invest in the mobile channel going forward so that we can deliver the best, most compelling experience to our users."
The SiteSpect optimization approach is unique in that no changes are made to the actual content being tested. In addition to working seamlessly with any mobile device, site architecture, or content management system, SiteSpect's solution eliminates the need for ongoing IT involvement before, during, and after running tests. As a result, mobile marketers are empowered to achieve their goals of increased user engagement, conversions, registrations, and channel adoption. At last, mobile marketers are able to focus on achieving their optimization goals and gain an unprecedented level of data accuracy, all while saving precious time, money, and resources.
SiteSpect provides the industry's only non-intrusive multivariate testing and behavioral targeting solution, enabling web marketers to optimize their websites across any browser, including any mobile device. With SiteSpect, marketers enjoy unsurpassed speed and flexibility for optimizing all aspects of their site, without the need for ongoing IT involvement. SiteSpect's patent-pending technology and professional services are used by some of the world's leading online businesses, including Wal-Mart, Staples, Mozilla, Newegg, JCPenney, MTV, Cabela's, Overstock.com, VEGAS.com, iStockphoto, and Unitrin Insurance. For more information, visit www.SiteSpect.com or call 617-859-1900.