What is Website optimization/Web page testing?
Website optimization is the continual process of improving the performance of a Website as measured by a set of key metrics of conversion, which could be anything from sales to click-thrus to registrations or any other metric of success. Typically, Website optimization is accomplished through multivariable testing against either a Website’s entire visitor population or against distinct audience segments, or personas.
What is multivariable optimization?
Multivariable optimization, sometimes referred to as multivariate testing or multivariate optimization, is the process of being able to "optimize" an entire page, group of pages, or an entire site to present the best possible combination of content and presentation of that content to each visitor.
_True_ multivariable optimization combines multivariable testing with content targeting and has the following characteristics:
_Holistic_—Very robust; able to work on any page on a site and on any form of content; recognizes interrelationships among elements on a page and a site
_Efficient_—Minimal traffic required to get statistically reliable data
_Iterative_—Reducing the likelihood of getting "false positives"
_Consistent_—Results can be validated by persona/segment; decisions are based on reliable representative samples
_Transparent_—Clearly illustrates why something performs better than another; no "black box" algorithms
What is the difference between A/B testing and multivariable testing?
In A/B testing, the tester presents two (or a handful) of options to a visitor and tracks performance of each creative presented. Multivariable testing is a technique that simultaneously tests multiple variables in a creative presentation. Therefore, A/B testing gives you the ability to test two (or a few) options, whereas multivariable testing allows you to test thousands or even millions of options. In addition, unless only a single element is being tested, A/B testing does not reveal why one particular version worked better than another, whereas multivariable testing tells the tester how every individual variable change contributes to overall results. Interestingly, the traffic required to conduct a multivariable test is usually the same required for a single A/B test! Although there are limited occasions when A/B testing is appropriate (such as if the marketer wants to test two completely distinct concepts of a page or a funnel), generally there is no upside to choosing A/B testing over multivariable testing in terms of time, efficiency, ease of implementation, or likelihood of superior results.
What kinds of pages can I optimize?
Unlike other solutions, the Interwoven Multivariable Optimization Solution does not limit the type of page one can optimize or the type of content that can be tested. Pages can be secure, dynamic, or have rich media present. Typical optimization experiments include landing pages, registration pages, shopping cart pages, credit card pages, pop-ups/pop-unders, banner ads, e-mails, as well as Flash and AJAX applications.
How much traffic do I need on my site in order to be able to use Interwoven Optimost?
In order to get statistically significant results, true multivariable optimization requires the experimenter to test "challenger" creatives and variables against a "control." Statistical significance is reached when there are a certain number of actions, or conversions, on the various pages being tested. The exact amount of traffic needed is dependent upon a number of variables, including the current conversion rate, the difference in lift among the creatives tested, the number of variables tested, and the "confidence" required by the tester. However, most marketers are surprised to learn that relatively little traffic is required for most tests—normally only hundreds of actions.
How do agencies work with the Interwoven solution?
Internet marketing agencies are eager to ensure that their clients have access to the most powerful tools and services to help them succeed with all of their online initiatives. Accordingly, many agencies license Interwoven Optimost to deliver the world’s best optimization solution. Agencies can leverage the expertise of the Interwoven team to provide services to the end-client or the agency can take on the role of providing services on top of the Interwoven Optimost product.
What differentiates Interwoven’s Multivariable Optimization Solution?
Interwoven is recognized as the industry leader in its space. It has the most sophisticated and powerful technology as well as the greatest depth of experience and breadth of services. The main differentiators include:
The ability to do holistic, full multivariable optimization experiments
A unique creative authoring tool, which allows the manipulation of any element on a page, including its layout
Single JavaScript callout integration, which requires minimal IT involvement and provides the greatest flexibility in testing
The ability to optimize extremely dynamic, business-rule driven sites
The ability to optimize any form of content, including rich media such as AJAX, Flash, Video, and Audio
Compatibility with any content management system or existing Web platform
The most robust reporting tools on the market, with standard and customizable reports for clear analysis of experiments
The most robust delivery infrastructure, providing redundancy, reliability, and minimal latency
A unique content targeting and tracking solution, which allows the tester to optimize content per audience persona
Over five years of experience in testing and building Best Practices with hundreds of clients in multiple industries
Partnerships with all of the major search engines and Web analytics providers
Does Interwoven Optimost do content targeting and/or behavioral targeting?
Absolutely. Interwoven Optimost was the first to launch an audience segmentation and content targeting solution. Optimost includes a powerful content and persona targeting and segmentation engine that allows you to classify your visitors according to specific characteristics and optimize content for each individual persona. Segmentation and targeting criteria can include any complex expression involving almost any available visitor context, including source of traffic, visitor demographics, cookie information, time/season, behavior, and location. Many characteristics are automatically tracked, and custom characteristics can be added by the client.
I’m a medium-sized business. How will Interwoven be able to help me?
Even though your site might not be as complex or have the tens of millions of visitors that our largest client sites have, Interwoven can easily help you launch a strategic optimization program. Interwoven’s Managed Services gives clients the tools and expertise necessary to run advanced tests without placing undue burden on your staff or technical resources. Also, Interwoven Optimost gives you the flexibility to run any form of experiment—from the most simple to the most complex—and our experienced team will help determine the best approach for your business.
How can I prove the ROI to my company?
The great thing about Website optimization is that it is so ROI-driven. In comparison to most solutions that merely supply the necessary "plumbing" for your online presence, Interwoven Optimost provides a very measurable improvement in performance that translates directly into financial benefits for clients in both the short and long term. The only requirement is that you must have the ability to place a financial metric against a conversion event on your Website. This could be something as obvious as online revenue, but very often includes actions such as leads, registrations, downloads, and page views. In addition, clients can optimize their Website to maximize an "offline" conversion event (sales made by a customer service rep, etc.).
Does Website optimization interfere with my search engine optimization efforts?
You’ve probably spent a lot of resources optimizing your landing pages for search engine rankings. This is a crucial component of your business because having the perfect landing page means nothing if nobody can find it! Interwoven Optimost does not interfere with search engine rankings, a fact that has been verified by clients as well as the major search engines. When you make any future changes to a site, there may be a tradeoff between a site that is optimized for the search engines and a site that is optimized for humans. However, the process of doing Website optimization via JavaScript integration will not affect your SEO efforts.
