Consumer electronics

SUMMARY: Testing and optimization can be done incrementally, by testing details on a webpage or email. Or, the approach can be more radical, by creating a distinct treatment from scratch.

This case study offers both, but centers on a product landing page with a dismal conversion rate. The testing team completely rethought the site design and pitted the two pages head-to-head. Find out how this process led to a 400% increase in sales over one year, and a 90% lift in cart conversion.

Steve Parker, VP, Direct Marketing Division, firstSTREET, will present at the upcoming Optimization Summit 2012 in Denver, June 11-14. read the complete case study

SUMMARY: People who find your website through a search engine can be highly qualified. This quality can stretch even further when they find you with specific, long-tail keywords.

See how one retailer earned a 9% conversion rate by targeting specific search terms. Find out how the team used highly targeted video and content to grab more real estate on search pages and convinced visitors to purchase. read the complete article

SUMMARY: "With cellular service saturation looming on the horizon — more than 9 out of 10 US online consumers own a mobile phone today — mobile operators have shifted their focus to subscriber churn." view the complete research record

SUMMARY: When Benjamin Hill joined Motorola as Senior Director of Global Marketing two years ago, the company didn't view the Internet as a marketing vehicle to support offline sales. Well, now they've certainly reversed that position! In our interview, Hill reveals the top five lessons he's learned about integrated offline/online marketing along the way: read the complete interview