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Recently Omniture, makers of web analytics product SiteCatalyst, created a multivariate testing campaign for their new white paper offering. The challenge was to attain 1000 qualified leads.
Mikel Chertudi, Director of Online Marketing ran 3 tests. The first was for Banners advertising a webinar which included A/B testing of:
- Image Art (generic images vs. images of webinar presenters)
- Short vs. Long benefit List
- Call to action buttons
Secondly he tested Landing Page Templates where he modified calls to action, navigation links, layout and images.
Finally he looked at the registration process to analyze abandonment rates based on the types of information the form requested.
The results of the test turned out excellent, he hit the 1000 lead mark easily and is now going for more. This just further proves what A/B testing can do for campaigns in terms of driving traffic and increasing conversion rates.
Marketing Sherpa’s summary can be found here:
http://www.marketingsherpa.com/article.php?ident=27441
Nice idea for Omniture to test their system to show how it can improve things.
Dont know if all this counts as an a/b test. Seems like a lot of this is a series of a/b test and is a multivariate test across a number of pages. Not going to be the simplest operation for many companies to carry out due to the level of refinement and ongoing development that will be required.