9/20/05

SITESPECT PIONEERS NON-INTRUSIVE TECHNOLOGY FOR WEB SITE A/B TESTING AND CONVERSION OPTIMIZATION

Paul Demery , Managing Editor, B2B E-commerce

New solution enables Web marketers to test and optimize landing pages, promotions, messaging and site layout without changing Web site code

BOSTON, MASS., SEPTEMBER 19, 2005 -- SiteSpect, Inc. (www.SiteSpect.com), a maker of Web site marketing optimization technology, today announced it has released SiteSpect, the first-ever non-intrusive software that enables Web marketers to test and optimize visitor conversion rates without first modifying their sites. Using SiteSpect, Web marketers can run A/B and multivariate tests to learn which site variations are most effective at persuading visitors to take action when visiting critical revenue-generating Web pages.

Easy to use and deploy, SiteSpect enables Web marketers to create variations of their site content and then immediately begin validating their effectiveness compared with the original content. Utilizing SiteSpect¡¦s patent-pending approach, marketers can launch tests in a matter of hours without the involvement of their IT department. As a result, Web marketers save time while gaining a key advantage in being able to test, optimize and implement site changes that increase conversion rates.

"SiteSpect is the only product available that enables Web marketers to run A/B and multivariate tests to increase conversation rates without having to change the underlying site," said Eric Hansen, president of SiteSpect. "Increased conversion rates translate into increased revenues, and implementation costs are greatly reduced due to the non-intrusive nature of the product."

With SiteSpect, marketers can leverage multiple Web site testing approaches to optimize conversion areas such as landing pages, checkout processes, catalog searching, and registration pages. These approaches include:

--A/B and Split Testing: These tests compare one or more variations of a single site element such as a promotional offer. Marketers can quickly see which variation of the offer is most persuasive and yields better, more profitable conversion rates.

--Multivariate Testing: A multivariate test can be viewed as a combination of many A/B tests, simultaneously testing numerous site elements. Multivariate testing expands testing effectiveness beyond simple A/B tests by allowing marketers to measure the impact of combinations of variations in parallel.

--Segmentation: By targeting testing efforts to specific visitor segments, such as those coming through keyword-based search engine queries, Web marketers can use SiteSpect to optimize their sites for the customers who are most valuable.

"Before turning to SiteSpect, we evaluated several options for running A/B split tests on our site," said Vince Stephens, Internet manager for planning and analytics at Cabela`s Inc., the nation`s largest direct marketer and a leading specialty retailer of hunting, fishing, camping and related outdoor merchandise. "SiteSpect was the clear choice. It provides us with complete control of testing different presentations of our site without code changes that would require IT staff involvement. It also enables us to avoid the latency and potentially complex troubleshooting associated with routing traffic through a third-party service. With SiteSpect, we can test all aspects of our site--promotions, content, features, and functionality--easily and quickly, and then confidently align our resources for what we know works best."

Built to handle the complexity of large, dynamic e-commerce Web sites, SiteSpect enables marketers to:

-- Create variations of dynamic and static content without changing the underlying site code
-- Implement tests in hours without IT or technical expertise
-- Run A/B, split and multivariate tests on visitors and track behavior across multiple visits
-- Analyze results and statistical significance in real-time
-- Target testing efforts more effectively through visitor segmentation

Using SiteSpect, guesswork is removed in determining which site variation is most effective. At any point during a test campaign, marketers can access Web-based reports to see how site variations impact visitor behavior. Designed with Web marketers in mind, SiteSpect reports include easy-to-digest statistical information that shows when test results become conclusive. This data enables marketers to make confident and timely decisions that increase site usability, improve messaging and appeal, and ultimately, boost purchases and profits.

"Even though it`s a powerful tool, marketers have avoided Web site offer testing because it has typically been labor intensive," said Guy Creese, managing principal of Ballardvale Research. "SiteSpect`s approach removes much of that labor. In addition, its on-the-fly altering of content anywhere on the page gives marketers free rein to test anything, rather than pre-defined page sections. By testing actual behavior--rather than what visitors say they`ll do or what corporate employees think they`ll do--SiteSpect gives marketers a firm grasp of reality as they continually refine the site to address visitors` ever-changing wants and interests."

SiteSpect is available immediately. For more information, contact SiteSpect at 617-859-1900 or visit www.SiteSpect.com.

About SiteSpect, Inc.
SiteSpect enables Web marketers to optimize conversion rates through A/B split and multivariate testing. By testing variations of landing pages, product descriptions, promotions and buy-flows, SiteSpect allows marketers to fine-tune every aspect of their Web site to increase profitability. As the first and only non-intrusive solution available, SiteSpect empowers marketers to optimize their sites without the need for ongoing IT involvement. SiteSpect`s patent-pending technology is used in some of the world`s largest and most complex e-commerce sites. For more information, contact SiteSpect at 617-859-1900 or visit www.SiteSpect.com.

Topics:

A/B testing, Google Website Optimizer, Internet marketing, Market research, multivariate testing

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