Maximizing Conversions and Overall Campaign ROI

MIVA Direct, Inc., the content and toolbar division of global digital media company, MIVA, Inc. (NASDAQ:MIVA), uses SEM extensively to drive downloads of its toolbar application. MIVA Direct partnered with Widemile to maximize downloads of the “ALOT” Weather toolbar applet, which provides consumers with local weather forecasts and conditions. Multivariate testing was successfully used to strengthen the linkage between SEM and landing pages and optimize the performance of the entire campaign.

This session will focus on the step-by-step strategies and tactics employed by MIVA and Widemile, which improved the average conversion rate over a two-week period by nearly 100%.

Key Takeaways:

• An explanation of multivariate and A/B web page testing and when to use them; • The keys to successful page optimization and its role in overall search campaign optimization; • How multivariate testing (MVT) can change the game to enable dramatic conversion rate improvements; and • Key insights and surprise results