Microsoft Office Live Small Business provides easy-to-use tools to promote and manage a small business online. Customers start for free with everything needed to create a professional Web presence, including simple site building tools, hosting, business e-mail, and 20+ business productivity applications.
Though it is one of the fastest-growing small business services available with over 850,000 customers, the Office Live Small Business team felt performance could improve further and sought to understand specific elements that drive sign-ups. They partnered with Webtrends to strengthen click-through performance for traffic generated from PPC activities to the portal. Objectives included:
• Strengthen click-through performance
• Increase sign-ups
• Understand which specific factors drive sign-ups and why demand-generation activities drive traffic to the service’s portal home page – including PR, PPC search, and e-mail.
Webtrends executed a comprehensive optimization program which included a new page layout design as part of a multi-step multivariate test.
Step 1: Design and execute the first multivariate test run. An existing control page was tested against versions which modified the page layout in addition to content elements. Specifically, a new Hero Shot was created to understand its impact on conversions.The multivariate test included five individual factors (page elements); four of the factors with four levels (versions) and one factor with two levels.
Step 2: Execute a second multivariate test run to optimize even further. New content was created for the five-factor matrix. Using the advanced Webtrends optimization platform greatly reduced the number of experiments and test duration to pinpoint the optimal page and maximize conversions.
Overall, conversion rates improved more than 60 percent over the baseline control page.The factors with the highest influence included:
• Call-to-Action Button
• Resource Links
• Hero Shot
Interestingly, only two of the original content levels in the baseline were part of the optimal combination. Optimal for the other three factors were in fact new and different from the original baseline, including the introduction of a Hero Shot factor.The second multivariate test run improved results by introducing a product review quote from the New York Times and honing the Call-to-Action Button to further boost conversions.
Using a fractional factorial approach, test duration was 24 days for both runs. By comparison, a full factorial approach would take 704 days – almost two years!