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Norman Dabney
About The Author

Norman Dabney

Norman Dabney, Consultant: Digital Strategy and Optimization - Adobe Test&Target Dabney is a website optimization consultant in the media vertical. With over 10 years of online marketing and testing experience, Norm has structured optimization campaigns that have generated millions in revenue opportunities for some of the largest players in the media space.

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5 Website Test Ideas for Media Publishers

Conversion Optimization, Media & Entertainment · By Norman Dabney On October 2, 2012 · Add Comment

These web­site test ideas are geared towards media pub­lish­ers who want to increase engage­ment and ad rev­enue. Con­sider try­ing these 5 web­site tests below.

Test the amount of con­tent on web­pages
This is a broad con­cept that can fuel mul­ti­ples tests. It is com­mon for a home page or an arti­cle page to con­tain numer­ous...

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Test&Target Website Testing Combined with Paid Search

Conversion Optimization, Digital Marketing, Media & Entertainment, Search Engine Marketing · By Norman Dabney On September 11, 2012 · Add Comment
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I’m always happy to hear when clients want to expand their web­site test­ing pro­grams and include other areas like paid search SEM. There are four com­mon ways peo­ple test SEM com­bined with Adobe’s Test&Target test­ing platform.

Sce­nario 1 – Impor­tant first step is to set up a report­ing ‘segment’

This first rec­om­mended sce­nario may not...

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You can’t touch this! – An Internal Roadblock to Website A/B/n Testing

Conversion Optimization, Media & Entertainment · By Norman Dabney On August 28, 2012 · Add Comment

Inter­nal programs/teams that are all com­pet­ing for the same prime web­site real estate often cre­ate a road­block for A/B and mul­ti­vari­ate test­ing. For­tu­nately, there is a solu­tion for this.

Have you found your­self say­ing one of these?

“We can’t test chang­ing or remov­ing that piece of con­tent because team Z will be upset.” “The pri­mary suc­cess met­ric increased...
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A/B/n Testing Strategies When Resources Are Constrained

Analytics, Conversion Optimization, Media & Entertainment · By Norman Dabney On June 12, 2012 · Add Comment

Con­tin­ual iter­a­tive test­ing on high-value pages is a pow­er­ful opti­miza­tion strat­egy for a web­site. This strat­egy gen­er­ally starts with test­ing large con­tent changes on high-traffic pages and then drills down into test­ing smaller con­tent sec­tions as value and influ­ence on your pri­mary met­ric is found. A gen­er­al­ized exam­ple of this strat­egy fol­lows these steps:

Choose the...
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Hoarders — Website Edition

Analytics · By Norman Dabney On May 1, 2012 · Add Comment

Who else has watched a show about hoard­ers and felt com­pelled to clean their house? I know I have. A rough def­i­n­i­tion of a hoarder is some­one who col­lects so much stuff/junk that it neg­a­tively inter­feres with their life and their rela­tion­ships. This also makes me think about how some web pages have so much...

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