Results tagged “conversion”

Online Testing Catches the Wave

A short while ago, Forrester Research released its first ever Forrester Wave Report dedicated to evaluating online testing vendors. For those of us making a living developing, marketing and selling these solutions, this report is an excellent acknowledgement that more and more companies are getting serious about building better online experiences for their customers and building better results for their online businesses. The concerted focus of a major analyst firm like Forrester Research on the testing space is proof positive that a growing number of companies are looking at the space with the intent to invest.

Forrester Research confirms this and provides a reason why: “Interest in online testing is surging, and for good reason. Marketers cannot intuitively divine the wants and needs of anonymous and fickle Web site visitors. The only way to know for sure how visitors will respond to a given treatment is to run a test and track the outcome against a control.”

We couldn’t agree more. Those of us supporting Adobe Test&Target, powered by Omniture, have spent the past several years helping our customers realize the potential of an iterative, thoughtful testing plan. It’s tremendously gratifying to hear a customer’s language shift from “we think this should work”, or, “this is what we did last year”, even, “I don’t know why we’re running this content”, to “Let’s test it”. Our most recent poll shows that the content with up to 70% of online marketing is still being dictated by a single person’s best guess or opinion as to what will perform best.

Testing your content and offers allows you to tap into the most meaningful source for what will work and what won’t – your customers. Utilizing proven testing technology and sound strategies to let your visitors “vote with their clicks” on what is relevant and compelling can up-level the effectiveness of your online marketing like little else can.

In Forrester’s report, Adobe Test&Target was recognized as a leader amongst vendors providing testing applications and services. Forrester evaluated vendors against 82 criteria grouped into three buckets: current offering, strategy and market presence.  Adobe was called out specifically as excelling in the overall usability of Test&Target and content support as well customer satisfaction. In fact, Adobe received a perfect 5-out-of-5 score in the service and support and customer satisfaction categories – highlighting our dedication to providing a satisfactory and rewarding experience to our customers.

Although we are thrilled that Test&Target was commended for “exhibit(ing) strength in almost every dimension evaluated” we continue to assert that the true value of any testing program lies in its ability to further an overall optimization and content personalization effort. Testing can reveal how various segments of your online audience respond to different experiences. Why stop there? Once testing results are known, target the winning experiences to the audiences that find them most compelling and watch your conversion rates and engagement start to climb.

We commend Forrester Research for conducting such a thorough review. It’s heartening to have our “marketer-controlled” approach to testing technology and services be recognized as a leader in the marketplace and to have testing in general recognized as gaining further acceptance in the online marketing landscape.

To download The Forrester Wave: Online Testing, Q3 2010 click here: http://www.omniture.com/offer/935 .

Happy testing.

SteveMadden.com Demonstrates Its Digital Marketing Street Smarts

As a trendsetting footwear site, SteveMadden.com is the place to turn when it comes to outfitting your overworked tootsies in the latest fashions. But did you know that the retailer is also a shining example of digital marketing proficiency? Because its website serves as an important research, browsing and purchasing channel for its customers, the brand is zealously committed to providing the best online experience possible. The Omniture Online Marketing Suite is a key part of its strategy.

SteveMadden.com is leveraging the Omniture Suite in order to gain access to real-time, actionable analytics data and to define distinct visitor segments. After defining segments, it can deliver more relevant and personalized content on its website and within marketing emails. In fact, after running several different tests targeting homepage content to distinct visitor segments, the company was able to boost conversions by over 7% and revenue per visitor (RPV) by more than 8% in just three days. See the full Success Story here.

Targeting a holiday promo “countdown” message to visitors reaching the homepage from related marketing emails increased conversion and RPV.
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Omniture Analytics and Optimization Extensions Now Available Within CS5

We’re pleased to share that Omniture analytics and optimization extensions are newly integrated within CS5, in the form of Omniture SiteCatalyst and Test&Target. Adobe/Omniture customers can now deliver more engaging and relevant content by constantly measuring consumer preferences (with SiteCatalyst) and applying that knowledge to optimize their marketing content and campaign performance (with Test&Target) higher upstream within the creative workflow. These extensions are available now at no additional cost to customers who have licensed Adobe and Omniture products. Read more about it here.

We’d also like to tell you about SiteCatalyst NetAverages, a new online service available within CS5, which provides mobile and Internet usage benchmark data to help designers optimize creative for Web and mobile screens much earlier in the content creation process. Drive your designs based on the most popular browser and operating system configurations and optimize designs and images to fit within the constraints of users’ desktop or mobile device screen sizes. You can even track the latest trends and see when a specific browser or mobile device has gained or lost market share. The NetAverages service is available at no additional cost for a limited time. Find out more here.

Image: Use data about popular system configurations from SiteCatalyst NetAverages to help drive design choices.
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Adobe

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