I've spent nearly 30 years designing and implementing segmentation and strategies...so I have to admit that I was impressed with what Intuit has to report.
This post on MarketingSherpa.com promises: Find out how one B2B marketer went through a cycle of four tests on its main landing page to optimize revenue-per-visitor, found a winner, and continued to test to refine those results. This advanced look at optimization includes in-depth results on four tested landing pages.
The report illustrates Intuit's testing and optimization strategy, and the results speak for themselves. I encourage you to read the full post, but here is a summary of "lessons learned":
1) New treatments performed better than the control with two types of strategies:
- Simplifying the page objectives (less navigation and buttons, one primary call-to-action)
- More effectively promoting product details and guarantee
2) It’s imperative to determine the appropriate amount of information to present to the visitors:
- Treatments that overwhelmed the visitor with information (FAQ, tabs) did not perform as well as hypothesized
- Treatment 1 -- the winning treatment throughout the testing cycle -- only included a brief intro paragraph
3) Both attempts to increase the sales of non-Pro products (Mac and Premier) through ad group and OS targeting did not yield an increase in revenue overall or for those products. For example, visitor who arrived at the page through a "QuickBooks Premier" search term were shown a box of the Premier product instead of Pro, but this did not result in an increase in Premier revenue over control
Testing is on-going, and as explained by Sunil Kaki, Senior Marketing Manager for Quickbooks, "... even [tested] winners have a lifecycle of being impactful. I think they are good for maybe a quarter, but not more than that because the winning results decay over time. We want to have a fresh winner almost every three months... "
What testing and optimization strategies do you currently have in place?
