Savvy marketers know full-well that testing actions related to multiple versions and adjustments to fine-tune any campaign is critical if they are to maximize effectiveness. However, the process is frequently minimized or not vigorously maintained. To many, the idea of spending too much time "under the hood" requires more time and effort by marketers faced with so much to do every day.
With the multiple variants possible in a given campaign permutation, truly understanding and applying proper scientific testing protocols is not as straight-forward as many may think. To truly optimize, marketers need to engage experts. Of course, Tim Ash and his company Site Tuners can be of great help. Or pick-up a copy of Mr. Ash's book, "Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions"
The folks at Widemile are also a great example of a company focusing on multivariate testing. Widemile has built a platform they call Widemile Optimize. As they will tell you, it is one of the fastest and most advanced multivariate testing technology platforms available. While there are certainly many vendors who can do a fine job of helping you optimize, it is interesting to hear them talk about it in terms of a "platform".
As an on–demand multivariate testing and site optimization platform, Widemile Optimize appears to do a great job making it easy for marketers to set up, manage, report and publish testing and optimization campaigns. Their platform helps marketers identify and publish their top converting content without draining already stretched resources.
I'll be speaking with these experts soon and perhaps we'll explore this topic a bit further through a podcast or two. Of course, be sure to watch for our Landing Page Bootcamp on-demand summit coming in May at Upshot Institute!
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