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THE SCOPE
- The time-frame for the A/B test would consist of a 2.5 week time period.
- NutshellMath had products geared towards 3 segments: Students, Parents, and Teachers. Each had their own landing page therefore 3 tests would be conducted simultaneously.
- Traffic for the landing pages would come from selected Google Adwords campaigns.
- In order to measure the success of the test, web pages associated with the NutshellMath product would be tagged with SiteCatalyst code. Enquiro would provide consultation with the implementation of the web analytics.
- Enquiro would monitor the results daily and report on the final results.
Academy 123 would redirect a percentage of all the visitors to the Enquiro modified page.
We used Omniture’s SiteCatalyst as the framework to measure the results:
After 2.5 weeks of testing, the results showed that in each of the 3 segments – Students, Parents and Teachers – the Enquiro modified page had better conversion rates. In the student segment the Enquiro Page conversion rate nearly doubled. In the parent segment the Enquiro page had 8 times more conversions. In the teacher segment the Enquiro page had a 26.8% increase in the number of conversions.
Read the entire case study here: http://www.enquiro.com/b2b-challenges/The_Power_of_AB_Testing.asp
