Still rely­ing on gut instinct to drive your online mar­ket­ing deci­sions? If so, you may want to con­sider tak­ing a page from’s play­book – the online leader in offer­ing afford­able din­ing expe­ri­ences. The com­pany has embraced a more data-driven mar­ket­ing approach in order to remain com­pet­i­tive, and the results are impressive.

“To con­tinue to grow in an increas­ingly crowded mar­ket, we knew we needed to be more metrics-focused and fact-based in our dig­i­tal mar­ket­ing efforts,” explains Jared Vestal, VP of Ana­lyt­ics & Insights at Restau​rant​.com.

The com­pany lever­ages the Adobe Dig­i­tal Mar­ket­ing Suite to mea­sure and ana­lyze vis­i­tor activ­ity across the site and to aggres­sively test and opti­mize web­site con­tent to con­tin­u­ously improve con­ver­sion. In fact, a recent test within its shop­ping cart flow increased rev­enue by as much as 25 per­cent. Vestal’s team now engages in ongo­ing dis­cus­sions with inter­nal busi­ness own­ers about cur­rent site met­rics and how to improve them, which helps its mar­keters decide which web­site con­tent to test and when. Read more about the Restau​rant​.com suc­cess story here: www​.omni​ture​.com/​g​o​/​4​2​142

How are you test­ing and mea­sur­ing to improve con­ver­sion on your site?