Magazines.
com Subscribes to On-Site Behavioral Targeting
CASE STUDY
“ We can now quickly create
different visitor segments,
deliver different site
experiences, and put our
ideas, literally, to the test.“
ERIK GOSS
MAGAZINES.COM
Magazines.com, the leading online magazine subscription
destination, partnered with OTTO Digital, the online
industry’s first optimization agency, to improve their visitor
site experience. Using Offermatica’s technology platform,
Magazines.com and OTTO planned a number of A/B
and multivariate tests to determine which page layout
performed most effectively. Knowing that segments of
customers respond differently to each test, the Magazines.
com team also used Offermatica to deliver content
targeted to these specific groups. “When specifying our
testing and optimization goals, we had always planned to
move toward delivering personalized content to different
types of people who visit our site. We just wanted an
easy way to do it,” said Erick Goss, VP of Marketing at
Magazines.com. “With Offermatica, we have one platform
used by marketers for both testing and targeted content.”
NAVIGATION BAR
 MAGAZINES.COM’S MULTIVARIATE
(MVT) CAMPAIGN TESTED
DIFFERENT ELEMENTS FOR THE
BEST-PERFORMING PAGE LAYOUT,
INCLUDING AN ADDED LEFT-
HANDED NAVIGATION BAR (LEFT),
HEADLINE OFFERS, AND PRODUCT
CALLOUTS (BELOW).

"SHOW ‘EM WHAT THEY WANT

TO SEE!" THAT WAS THE MESSAGE
MAGAZINES.COM'S MARKETING
TEAM LEARNED FROM THEIR
DIFFERENT VISITOR SEGMENTS.
THE PAGE LAYOUT THAT WOMEN
CATEGORY VISITORS PREFERRED
WAS A RADICAL DEPARTURE
FROM THE PAGE MALE CATEGORY
VISITORS PREFERRED, WITH
PROOF IN A 51 PERCENT LIFT IN
CONVERSION.
Magazines.com, running dozens of campaigns, tapped Offermatica for site
MEN’S
testing but also looked to the same solution vendor for visitor segmentation and
CATEGORY content targeting to deliver the best experiences. For example, the Magazines.
PAGE WINNER com team recently ran a multivariate test on their home page involving 6 different
elements with 2 different alternatives for each element.

They wanted to compare results for all visitors against the results for people who
tended to be interested in either exclusively the men or women’s categories. It
came as no surprise to the team that visitors in these segments preferred different
layouts. What was surprising though was how different the best performing
layouts were from each other.

Visitors who had an affinity towards men’s magazine titles responded best to an
WOMEN'S experience that looked very much like the preference of Magazine.com’s general
CATEGORY traffic. But the layout preferred by those visitors who leaned towards women’s
PAGE WINNER
magazine titles was radically different and resulted in a 51.6% lift in revenue-per-
visitor over the original home page. People in the women’s segment preferred a
home page without the standard left-hand category list.

“We have a lot of information and ideas about how people interact on our site,”
Goss explained. “With OTTO’s direction on how to leverage Offermatica, we can
now quickly create different visitor segments, deliver different site experiences,
and put our ideas, literally, to the test.”

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