Science & Technology
Science and Technology
Science and Technology
Wed, July 22, 2009 Omniture: Esurance Localizes Offers and Optimizes Landing Pages With Omniture Test&Target(TM)
OREM, UT--(Marketwire - July 22, 2009) - [ Omniture, Inc ]. (
Esurance recently developed new insurance offerings specific to the various states it serves and needed a way to target these offers to different Web site visitors by geographic region. The team also required a method to optimize landing pages tied to its paid search campaigns. Esurance selected Omniture Test&Target as a flexible, real-time solution to display relevant insurance offers specific to a visitor's location and referring paid search term.
"Test&Target enables us to empirically determine which homepage elements are most effective through continuous testing and targeting," said Tolithia Kornweibel, director of online marketing for Esurance. "We can take our testing to the next level and apply our learnings to help improve the customer experience for specific search terms."
Esurance launched a promotional cash rebate to sign on new California auto insurance customers. Using Test&Target, its team was able to geo-target this promotion exclusively to site visitors generally located within California that were not already Esurance auto insurance policyholders. To further optimize the offer, the company tested different creative versions of the rebate promotion in order to find the top-performing version. By targeting this top-performing cash rebate specifically to this new segment of Californian insurance customers via its homepage, Esurance was able to increase conversion rates by a statistically significant amount.
In addition to segmenting visitors by geography and returning visits, Esurance leveraged Test&Target to increase conversions on landing pages from its paid search campaigns by dynamically repeating keywords on the landing pages. Several tests quickly revealed that search engine visitors who typed keywords such as "car insurance quotes" had a much higher click-through rate when taken to a landing page using the phrase "car insurance quotes" compared to previous versions of the page with little or no quote-related language. Esurance further tested the emphasis of the word "quote" in the landing page buttons to reinforce the other copy using quote-related language and identified an improved landing page version which drove up click-through by 30 percent.
"Before working with Omniture, our campaign testing consisted of a manual process and we were interested in finding a way to target offers to different groups of visitors without undertaking significant development work," said Kornweibel. "Now we're able to iterate on our tests quite quickly to achieve the best results and constantly explore new aspects of our customer experience to optimize."
For more information on Esurance's use of Omniture Test&Target, visit [ http://www.omniture.com/en/resources/case_studies/?s_cid=24043 ].
About Omniture
Omniture, Inc. is a leading provider of online business optimization software, enabling customers to manage and enhance online, offline and multi-channel business initiatives. Omniture's software, which it hosts and delivers to its customers as an on-demand subscription service and on-premise solution, enables customers to capture, store and analyze information generated by their Web sites and other sources and to gain critical business insights into the performance and efficiency of marketing and sales initiatives and other business processes. In addition, Omniture offers a range of professional services that complement its online services, including implementation, best practices, consulting, customer support and user training through Omniture Education. Omniture's nearly 5,200 customers include eBay, AOL, Wal-Mart, Gannett, Microsoft, Neiman Marcus, Oracle, Sony and HP. [ www.omniture.com ]
Copyright (c) 2009 Omniture, Inc. All rights reserved. Omniture and SiteCatalyst are registered trademarks of Omniture, Inc. in the United States, Japan, Canada and the European Community. Omniture, Inc. owns other registered and unregistered trademarks throughout the world. Other names used herein may be trademarks of their respective owners.
Note on Forward-looking Statements
Management believes that certain statements in this release may constitute "forward-looking statements" within the meaning of Section 21E of the Securities Exchange Act of 1934 and Section 27A of the Securities Act of 1933, including, but not limited to, statements regarding the abilities and expected benefits of our services to customers. These statements are based on current expectations and assumptions regarding future events and business performance and involve certain risks and uncertainties that could cause actual results to differ materially, including but not limited to, risks described in Omniture's quarterly report on Form 10-Q for the period ended March 31, 2009, and from time to time in other reports filed by Omniture with the U.S. Securities and Exchange Commission. These reports are available on the Investor Relations section of our web site at [ http://www.omtr.com ]. Omniture undertakes no duty to update any forward-looking statement to conform the statement to actual results or changes in the company's expectations.
