Dallas Morning News Doubles Online Channel in 4 Months

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Case Summary

In early 2007, The Dallas Morning News set out to achieve a lofty goal: double Internet subscriptions in four months with limited discounts and while adhering to a specific cost per order. To help achieve this goal, The Dallas Morning News enlisted the help of Omniture Test&Target.; Initial focus surrounded subscription funnel testing and then turned to search and display ads.

The Dallas Morning News used Omniture Test&Target; to initiate funnel optimization with A/B testing, comparing the existing subscription flow design to a new design. Two months of testing resulted in a highly optimized conversion funnel, and the focus then centered on paid search testing using Omniture Test&Target; for monitoring and attribution. The final optimization phase involved display ads delivered and optimized by Omniture Test&Target.;

Results from the testing and display ads proved positive as The Dallas Morning News saw a sizable increase in Internet subscriptions, was better able to leverage all acquisition channels and enjoyed real-time insight into which ads were most effective.