Time Magazine is the nation's oldest and most popular newsweekly. The Time.com website serves as the magazine's Internet presence, offering online-specific features such as blogs, in addition to content found in the magazine.

Time wanted to leverage a recently launched archive section on their website in order to attract new magazine subscribers. After attempting some internal A/B tests that were time consuming and very limited in scope, Time decided to bring in Optimost to conduct multivariable tests on their subscription page and help them to maximize paid subscribers to Time Magazine.

The dedicated Optimost Client Team developed a test plan for the subscription page, which included 11 variables and 73 different values (versions of variables) to be tested. Based on this plan, the Optimost solution engine quickly identified and generated almost one billion possible permutations of the page. With its advance testing methodology, Optimost was able to conduct multivariable tests on a subset of these permutations and identify a winning creative that increased subscriptions by 16.2%. In addition, Time was able to learn exactly what factors did and did not affect conversion rates, including:

1. Changing the top left banner vs. the top right banner
2. Changing "assurance" text to a VeriSign logo
3. Better emphasis of the key promotion
4. Making specific copy changes