How It Fits In

While paid-search and other forms of online advertising can help you attract lots of visitors to your website, the bigger challenge is getting people to take action once they get there. The goal for any marketer is to increase conversion rates—that is, to maximize the percentage of visitors who actually do something. Look at it this way: online advertising helps you "lead the horse to water;" optimization helps you "make it drink." Even a small percentage increase in website conversion can greatly impact the efficacy of your traffic-building campaigns.

Moreover, marketers usually have access to a lot of valuable data from their web analytics packages and other sources that may reveal their websites' biggest bottlenecks and the places where improvement is most needed. Multivariable testing and optimization renders that data actionable, thereby making a measurable impact on the site’s Key Performance Indicators (KPIs).

Website optimization also leverages your marketing by optimizing your page for each audience “persona.” Personas, or segments, can be defined by any number of factors, including source of traffic, demographic data, day or time, or behavioral data. Clients can do anything from simple content targeting, such as displaying different pages for different audiences, all the way through integrating personas into testing by optimizing pages distinctly for each audience segment. See the Persona Recognition and Targeting pages for more details.