Success Story - RealNetworks & Multivariate Landing Page Testing
Objective of Project - Improve the performance of the paid search program by increasing the conversion rate once the search click hits the landing page.
Marketing Challenge - The paid search program at Real had grown by over 200% since the previous summer through keyword expansion, bid optimization and search engine inventory growth. We needed to improve the conversion to drive more trials to the Rhapsody Music Service.
The Work - Brand Digital brought in Optimost (a 3rd party multivariate testing platform) and Peak Systems (a direct marketing creative house) to build out an extensive test that included the following:
- Audience segment analysis (music, artists and genres)
- 5 page layout templates
- 23 distinct page variables (areas on the page that are dissected for testing)
- 124 values within the variables
- 1,093,680 combinations analyzed
The Results - The winning template and variable combinations resulted in a 98.6% improvement in the click to trial conversion rate while teaching us a lot about what are the most important factors to focus on to improve conversion for a music subscription service.
| Control Page | Winning Template |
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