Omniture Articles

Geotargeting – EHarmony Finds The Right Match For Canadians And US
The dating site eHarmony illustrated perfectly the importance of why testing is valuable, and why testing specific types of users is critical. The results were stunning in their clarity. The company took a simple test with a clear answer, then ran the same test to a different geography, and got the opposite answer. In the online world, we've all heard that adding too much navigation to landing pages or to registration pages is a mistake -- we've heard, time after time, that it distracts from our goal of getting users to complete the specific task we have assigned to them, such as filling out a form or moving further into the sales funnel. But is it really a distraction? Or could it be a valuable way of answering customer objections to eliminate dropping out of the funnel? That was the theory we tested with eHarmony. We helped them run a direct marketing campaign in which the campaign landing page either included or did not include tabbed navigation. And we discovered that, true to accepted best-practices, adding tabbed navigation on a registration page did, indeed, distract from the task at hand. That is, it reduced registration page completions. Except when it increased them.

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.

Intuit’s Tests Landing Pages - 136% Conversion Lift
A case study on how Intuit implemented a landing page test that converted more paid search leads into customers to the tune of 136%.

3 Steps To Testing & Customizing Your Offer-Based Landing Pages
How to create an offer-based landing page - for visitors with the highest of intentions - that can reflect those intentions, make the most compelling, relevant offer, and close the sale.

4 Simple Elements For Great Landing Pages
How to create a "category" landing page template and what to test in order to make conversions soar.

3 Steps To A Customizable Landing Page Plan
Creating customized landing pages for every keyword isn't feasible for most marketers. But by following some simple steps, you can create landing page "templates" for all the different types of keywords you manage. Then, you can customize the templates for different groups of visitors to improve conversions. Here's how.

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.

How To Maximize Holiday Search Spend: 7 Practical Tips From Offermatica & Fathom Online
While paid search prices have dipped slightly in some categories compared to last year, holiday traffic is far from inexpensive. Savvy marketers are fine–tuning all parts of their Pay Per Click (PPC) strategies in order to maximize revenue this holiday season. Here, the most important areas to tweak.

FAQ: Can I Test The Pages That Come After The Landing Page?
You can and you must. Here's how.

Is Multivariate Testing Right For You?
Think of multivariate testing as running thousands of A/B tests all at once. Learn in-depth ways to know if it will work for you.

Landing Page Techniques Lower Acquisition Costs
Making your search terms and landing pages work as a team.

Missed Opportunities?
Understanding and acknowledging the nuances of your traffic in order to channel your visitors successfully into the persuasive architecture of your site.

How To Use Landing Pages Effectively & Why They Are Important To SEO Efforts
Beginning to think about landing page optimization? Find out the essentials on creating landing pages.

Beyond Keyword Optimization
The rate of change online used to be fun. Chasing the cutting edge was an exciting occupation with limited accountability. But now ROI, quarterly budgets, and the need to grow sales AND profits have replaced the cutting edge as the object of our efforts.

Landing Page Testing Best Practices
Our most valuable experiences in constructing and executing tests that increased the conversion of PPC traffic by testing the performance of their landing pages.

67% Increase In Conversions For BabyCenter.com Through Search Keyword Tests
By testing the design of their landing pages, BabyCenter gained a 67% increase in page conversions in their keyword search campaigns.

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.

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.

Landing Page Optimization Using The Taguchi Method
A demonstration of the Taguchi Method for multivariate testing, applied to landing page optimization.

"Viewthroughs" Deserve Relevance, Too
Marketers agree that visitors clicking through to a site from an ad should be shown copy that reinforces the ad. But what about "viewthroughs" -- people who don’t click on the ad, but visit the site at a later date? Here, tactics on offering viewthrough visitors relevant landing pages.