After testing with Optimost, New Scientist Achieves 10.7% Increase in Subscription Revenue
New York, NY (June 25, 2007) —Launched in 1956 and part of Reed Elsevier plc group, New Scientist is the world’s leading scientific current affairs magazine with a worldwide readership of over 730,000 and a growing online audience of over 1.6 million unique users.In the UK, Optimost was appointed by New Scientist’s team of subscription marketers to firstly determine whether a proposed new subscription funnel would perform better than the existing one, and secondly to conduct multivariable testing on the landing page to improve visitor and subscription conversions. In the first phase of testing, Optimost was able to establish that the new subscription site was 36% better than the original in converting visitors.
“There would obviously have been no point launching the website if it was less effective than the old one,” said Paola Van Den Brande of New Scientist. “Optimost enabled us to prove that the new one would convert more subscribers and that further improvements to conversion rates were possible.”
Once the new site was approved, Optimost then moved on to the more complex task of landing page creative. Multivariable testing was conducted on various elements of copy and graphics on the page, adding up to 24,196 possible template permutations that were analyzed using Optimost’s Optimal Design methodology and live visitor traffic.
Optimost was able to prove that the winning page recipe generated a 26.7% increase in conversions from landing page through to the order process, which in turn led to a 10.7% increase in subscription revenue.
“This was a very worthwhile process,” said Luise Mulholland, acting subscription marketing manager at New Scientist, “the results were quite counter-intuitive and the value of constant testing really stands out, not just theoretically but in terms of solid ROI.”
Some of the key learnings from the test:
- A color change and discount offer improves conversion when combined, but not individually
- Changes to the graphics and text significantly increased response
- Stating how quickly the form takes to fill out (e.g., “2 minutes”) increased response
- Moving the form to the right hand side of the page decreased response
- There were notable differences in behavior between UK and US audiences
About New Scientist
Operated by Reed Elsevier plc group, New Scientist is the world’s leading scientific current affairs magazine. Since 1956, the magazine has been keeping readers up to date with the latest news in science and technology. With over 730,000 readers, a growing online audience of 1.6 million unique users, and seven editorial offices worldwide, New Scientist boasts a global reach that no other science magazine can match
If you are interested in learning how multivariable testing can help your organization increase the effectiveness of your online marketing initiatives, please visit us at www.optimost.com. You can also contact us directly at info@optimost.com or 1.646.747.1862.
