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Ask Jeeves Taps Optimost

WebProNews
Staff Writer
Published: 2004-11-10

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Optimost has added a new premium product offering, allowing clients to optimize key web and landing pages based on a variety of audience segments - such as specific keywords, ad banners, traffic source and more.

Ask Jeeves, NextStudent and RealNetworks are the first clients to tap Optimost to conduct real-time multivariable testing based on various combinations of audience characteristics. The premium offering will be demoed this week at AD:TECH/New York, the leading conference and trade show dedicated to interactive advertising and marketing.

"Today's announcement adds a powerful - yet cost-effective - new tool for marketers to understand even better what influences conversion and maximizes revenue based on different characteristics of their audience," said Mark Wachen, CEO & Founder of Optimost. "Instead of just optimizing copy, layouts and offers for the audience in aggregate, our technology platform now also lets you optimize all of these factors by individual audience segments."

In addition to being able to optimize webpages based on a variety of factors - from keyword and ad banner creative to browser-type to any JavaScript expression - Optimost's advanced audience segmenting functionality lets clients optimize based on any combination of factors. For example, instead of just optimizing based on visitors from a search engine, a company can optimize based on visitors who searched for "men's sweaters" using Microsoft Internet Explorer version 6.0 and have Macromedia Flash installed.

Optimost's advanced "audience segmenting" product offering builds on the company's patent-pending technology, which allows clients to dynamically create and test any webpage, experimenting with virtually limitless permutations of copy, layouts, offers, images, etc. Marketers then are able to optimize - or "Optimost" - a landing page based on their specific performance metrics, testing thousands of versions of a webpage in less time, less effort and less cost than it would take to produce a single A/B test. Besides showing the overall effect of the content, Optimost lets marketers focus on the individual factors (layout, copy, images, colors, personalization, etc.) that influence response rates so clients improve conversion rates, decrease abandonment rates and generate more revenue per click.

Emeryville, Calif.-based Ask Jeeves, extended its work with Optimost to include segmenting its audience based on the ad a visitor had clicked on to improve conversion rates for its advertising campaigns for FunWebProducts, including Smiley Central. "It was extremely valuable for us to learn more about what landing pages various audience segments responded to based on the particular ad they had clicked on. With Optimost's powerful new offering, we were able to quickly determine the optimal landing page with the best combination of copy, graphics and layout variables for any given ad creative to better maximize conversion. Implementation was simple, and we can continue to easily test more segments going forward with minimal effort," said Julie Ortiz, VP/Direct Marketing of Ask Jeeves.

Phoenix, Ariz.-based NextStudent wanted to maximize conversions for visitors coming from both pay-per-click services and non-pay-per-click traffic. Scott Linzer, NextStudent Marketing Manager, said, "Optimost determined solutions for us that increased leads by more than 40 percent for both pay-per-click and non-pay-per-click visitors."

Seattle, Wash.-based RealNetworks, conducted audience segmentation to determine the optimal landing page and product offer based on the prospective customer's interest. "Optimost allowed us to optimize landing pages based on what specific visitors were looking for, which increased conversion rates," said Jackie Lang, GM eCommerce Marketing of RealNetworks.

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