Makefriendsonline.com Increases Landing Page Conversion by 26%
June 26, 2007 — UK dating website Makefriendsonline.com, which hired testing specialist Optimost earlier this month to improve landing page conversion rates, has concluded its first test with a 26% uplift from the best performing new page recipe.
Having tested multiple new landing page executions to find the best converting page recipe, Optimost will now go to test variations of the membership application forms.
“Online advertising is nearing the peak of its potential for us,” said website co-founder Martin Bysh, “the future for us and websites like ours is to convert more visitors, and Optimost has the best product for doing that.”
Since launching in the UK in February, Optimost has added New Scientist, Serenata Flowers, Lenovo Technology and Rackspace to their client list.
Makefriendsonline.com was launched in 2001, has over a million members and is one of Europe's largest independent dating sites.
Described by one commentator as ‘website testing on steroids,’ multivariable testing surpasses traditional A/B testing by enabling website owners to test multiple combinations of text and graphics simultaneously, identifying the optimum page design from millions of possible permutations.
Results from Optimost's ‘Website Optimisation Best Practices’ research, conducted across more than 150 websites, show that whilst testing components on each website is a unique process, certain results remain constant. Navigation tools should be unambiguous and instructional copy as well as requests for information should be kept to a minimum.
“Multivariable testing can have a massive impact on the profitability of e-commerce websites,” said Optimost UK MD Greg Kelton. “We tested a number of elements on a product page for Time-Life recently and the winning creative boosted shopping carts by 75%. This converted to a seven-figure increase in annual online sales.”
Optimost's white papers on multivariable testing and success stories are available to download at http://www.optimost.co.uk
About Optimost
Optimost helps companies improve their conversion rates at every stage of interaction online include landing pages, shopping cart pages, credit card pages, etc.
Optimost's technology lets you dynamically create and test limitless permutations of copy, offers, layouts, etc. and then optimise based on actual customer behavior.
Optimost's testing methodology takes into account “relationships” among different variables on a page, and can test anything including the structure of the page itself and can account for any form of dynamic content serving.
Optimost also provides its clients with a content targeting engine, so clients can direct offers and conduct full-scale tests for different audience segments on the same page. For example, Optimost generally finds that a different page combination works best for PPC search visitors than for organic search visitors. Other audience segmentation criteria could include any combination of source of traffic, demographic data, or time of day.
Optimost Ltd. is a subsidiary of Optimost LLC, a privately-held company headquartered in New York. Optimost revolutionised online testing in 2001 when they launched the first on-demand multivariable testing platform.
Prior to opening a UK office, Optimost has worked with UK based clients such as Reed Business Information and Rackspace.
Worldwide clients include: InterActiveCorp, Time Warner, Hewlett-Packard, Delta Air Lines and Dow Jones.
The new UK office address is: 131-151 Great Titchfield Street, London W1W 5BB
Main: +44 (0) 203 170 8130
Fax: +44 (0) 203 008 7759
Press Contacts
Russ Furlong, Furlong PR
T: +44(0) 7803 900961
E: ross.furlong@googlemail.com
Greg Kelton, Optimost
T: +44(0) 203 170 8130
E: greg.kelton@optimost.com
