BabyCenter: 67% Increase in Conversions Through Search Keyword Tests

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Case Summary

BabyCenter.com—the leading Web site dedicated to providing information and support to new and expectant parents—is committed to optimizing the user experience on their site. After observing the fact that site abandonment hovered at more than 40 percent and the landing page for the most popular search term converted nearly 30 percent less than the general landing page, BabyCenter decided to enlist the help of Omniture.

After conducting search keyword tests with Omniture Test&Target;, BabyCenter.com saw a 67 percent increase in conversions and significant decreases in both abandonment and acquisition costs.