Carrot Ink, which sells its own brand of inkjet printer cartridges online, experienced a lift in conversions of nearly 20% after altering the call to action in its navigation based on data from a new analytics offering from Coremetrics Inc. and hosted testing and optimization services provider Offermatica, the company reports.
Carrot Ink is an early user of the new integrated functionality, which provides A/B and multivariate testing and analytic capabilities that automate the testing and analysis of customer response to different web site offerings. The integrated capacity combines analysis of online visitor behavior from Coremetrics’ LIVE profiles with Offermatica’s testing platform. The combination allowed Carrot Ink to quickly test 81 combinations of four key home page elements to determine the optimal combination of promotions and copy, says John Howard, Carrot Ink’s CEO.
The data, he says, “made a huge impact,” given the rising costs of online marketing. “The costs of getting customers to my site have increased 100% over the past year,” he says. “To stay profitable, I need these visitors to convert at a higher rate.”