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 LEFTHANDED 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.

MEN’S CATEGORY PAGE WINNER

Magazines.com, running dozens of campaigns, tapped Offermatica for site testing but also looked to the same solution vendor for visitor segmentation and content targeting to deliver the best experiences. For example, the Magazines. 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 experience that looked very much like the preference of Magazine.com’s general traffic. But the layout preferred by those visitors who leaned towards women’s magazine titles was radically different and resulted in a 51.6% lift in revenue-pervisitor 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.”

WOMEN'S CATEGORY PAGE WINNER

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A B OU T O MNITURE Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture’s software, which it hosts and delivers to its customers as an on-demand subscription service, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture University™. Omniture’s more than 2,000 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Countrywide Financial, General Motors, Sony and HP www.omniture.com . WEB: EMAIL:

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