Adobe articles, featuring Omniture technology

To Marketers, Holiday Lockdown Is No Longer Relevant
There's an old saying that no battle plan survives once the first bullet has been fired. And I would argue that no holiday season merchandising plan, no matter how well-informed, survives once the first product has been purchased. So why would you firm up a plan in advance, without ever knowing, for sure, just what will happen once the "battle" commences? Marketers are already beginning to gear up for the holiday buying season, and for many, that means they're putting into place a merchandising calendar: We're planning which promotions we'll offer. We're deciding on what date we'll stop offering free shipping. And we're nailing it all down now, because we know that, come November 1, lockdown begins and we will not be allowed to make any unplanned changes to the site. Instead of planning testing and targeting tactics that will maximize conversions and purchases, tactics that will take advantage of the special buying behavior consumers exhibit just prior to Christmas, we're preparing to hunker down and hope for the best. I'm going to let you in on a secret: Those of us who plan their holiday season this way are taking an enormous risk. We are potentially leaving countless dollars on the table by forcing our customers into a game plan that may not even work. And we're doing it during a season of utmost potential.

Buying Your Brand On Search—Up To 23% Revenue Lift!
Should you buy your own brand in PPC? The short answer is yes – and it may be worth as much as 24% higher revenue per visit. Not only can brand keyword ads pay for their own costs, but they can also contribute to significant increase in both customer propensity to buy and in revenue.

Monster.com Gains Profits With Revenue Per Visitor (RPV) Testing
The VP and GM of e-Commerce for Monster Worldwide tested a variety of treatments on various pages within the site, and significantly increased their revenue per visitor. Here's is how their multivariate tests succeeded.

RingCentral Boosts Conversions By 37%
Your service is selling on line, but you suspect conversions could be higher. Why not try testing one of your highest-impact pages, the product pricing page? That's what RingCentral Inc. did, ringing up a 37% increase in conversions.

Tests Bring 267% Lift In ROI For Restoration Hardware
5 important lessons from a usability case study.

Turn A Click Into A Connection
How Offermatica boosted conversions on our own website by promoting cross-channel marketing content on our homepage. By serving content specifically targeted to visitors clicking through from an article about us, we were able to encourage them to click more deeply into the site and to call our sales team for more information.

3 Homepage Redesign Tests To Convert New Visitors
How can you design a home page when you don’t know who the customers are, and what they expect of you? Here, three ways to think about home page redesigns.

All Conversions Are Not Created Equal
If you have an ecommerce site running a test online, and your main measurement is conversions, you may actually be placing more value on the metric than it deserves. That’s because the value of a conversion—that is, a specific action taken by a customer—often depends on the dollars it generates. Here, a list of useful additional metrics.

How Do I Reinforce My Promotions On Multiple Pages To Improve Conversions?
A step-by-step guide.

FAQ: Is My Shopping Cart Under Selling?
Cross-selling can be effective when done right, and extremely harmful when done wrong. Here are some thoughts on making it work.

FAQ: Offermatica Functionality
In a nutshell, how dynamic is Offermatica?

FAQ: Who On My Staff Is Responsible For Testing?
Good testing and optimization focus on a single goal: Reducing the cost of acquisition for every transaction. Your current marketing team is focused on finding the traffic and targeting visitors in the most cost-effective way. So the marketing team should have the power to get more out of their marketing spend by testing and targeting.

Testing: A Pop Quiz
Test your marketing intuition: see if you can choose the treatment that worked best (bet you can't).

Sweating The Small Stuff
Testing three small things that can have a big impact as you search for the ROI pot of gold.

168% Increase In Revenue Per Customer (RPV) For YLighting
By testing and optimizing landing pages, Ylighting's ecommerce team improved conversions (from visitors to buyers) by 58% and revenue per customer by 168%. Here's how.

5 Steps To Landing Page Perfection: How To Improve Conversions Now
Marketers who fail to focus enough time and energy on landing pages will soon find they’ve fallen far behind -- and may never be able to catch up. Here are concrete steps to improve landing pages and boost conversions.

Scientific Web Site Optimization Using A/B Split Testing, Multivariable Testing & The Taguchi Method
Clarifying the muddle of techniques that can help you increase the conversion of visitors to customers online, including: A/B testing, split run testing, multivariate testing, and Taguchi testing.

FAQ: How Can I Incorporate Testing Into My Affiliate Program?
Using testing with your affiliate program makes as much sense, or more, as incorporating it into your paid search campaign. Here's why.

How Testing Increased JoAnn.com Conversions By 30%
Chief Operating Officer of Joann.com, the leading website serving millions of arts and crafts enthusiasts monthly, has always made testing a priority. Here's what she has learned.

95% Of Your Ad Sucks
Great creative, perfect placement, your new interactive campaign is a slam-dunk. Except that from the customer's point of view, you copped out. Like countless others before you, you focused on perfecting the first click -- the ad impression -- and ignored the next 15-50 clicks that it takes to close the sale.