April 17, 2001, 12:00 AM

Choice modeling software solution picks winning messages and graphics

Analysis of web site visitors’ behavior in response to graphics, navigational features and promotions boosts conversions by 78% for supplement e-retailer.

Kurt Peters

Executive Editor

The science of choice modeling, gaining recognition as best practice for predicting human behavior, is the basis of a new software solution that gauges web site visitor response to marketing messages and tactics to find the combination most likely to drive purchasing. Data gathered by the eXperiment Operating System, a software created and hosted by Memetrics, guided home pages alterations that boosted conversions by 78% in a recent four-week test at Hilton HealthStream, a nutritional supplements cataloger with a growing web presence.

When high traffic and online promotions failed to drive the expected web traffic the company reevaluated its site’s marketing messages, promotions and graphics to determine the impact of each element on both first time and repeat buyers. Memetrics worked with the company to come up with different combinations of graphics, promotions and navigational features that were presented as “experimental” pages to see which got the best response. To test the pages, a percentage of site visitors were diverted to Memetrics’ server where they were served up the pages and their response was tracked. Once they left the test page, visitors were returned to the company site to complete their session and any transactions. The data identified the combination of attributes that drove the most purchases and were used to create an optimal home page that outperformed the old one in driving sales. Memetrics vice president of business development Brent Annells notes that the short-term, hosted project required minimal technical integration or up-front retailer investment. The price? “About $30,000 to $50,000” for similar hosted projects, says Annells.

 

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