When we launched--two years ago--the company and technology was clearly optimized for retail clients, with media clients seemingly an afterthought. That problem is significantly reduced today, but not altogether gone.
Optimizing site experience to capture leads. Let me give an example.
Our website, investorplace.com, serves dual purposes: 1) as a driver of advertising revenue to third parties; and 2) to acquire leads used internally within the company to sell subscription newsletters. We’ve dabbled historically with using lightboxes to capture those leads, as they’re far-and-away the best means of collecting leads from visitors.
Nevertheless, although they’re an important mechanism for collecting leads from our readers, we always throttled their use. We frequently heard complains about them from our readers, and, ultimately, we were worried about adversely impacting visits and pageviews.
Until a series of a/b tests using Monetate technology that provided beyond a shadow of a statistical doubt, that the lightbox campaigns had no negative impact on our site’s audience. No matter how we tested them, we were unable to prove any statistical difference in pageviews, bounce rate, or time spent on page.
Armed with the confidence these experiments yielded, we have deployed lightboxes widely through our site, to no negative impact in terms of audience performance. The impact, however, has been massive in terms of leads capture (up 3-4x) and on our organization’s sales of subscription products.
Without significant a/b split testing, we would never had had the confidence to do that. It truly changed our business.