Revenue per visitor up 351 pc at 360training.com

INDIA: Omniture, an Adobe company and a provider of online business optimization software, has announced 360training.com, a provider of compliance and workforce e-learning solutions, has increased revenue per visitor (RPV) by 351 percent and conversion by 188 percent after performing A/B tests on the content of its e-learning course catalog page with Omniture Test&Target. Test&Target also helped the company determine the optimal price point for some of its e-learning products.

A press release adds that 360training operates multiple B2C Web sites spanning verticals such as real estate training, environmental safety and alcohol and food safety. Each site aims to help visitors find the right e-learning training materials in as few clicks as possible. 360training had ambitions to increase conversions across all of its sites, but lacked a consistent means to test and optimize content in a scalable way.

 360training selected Omniture Test&Target to perform A/B tests across all its Web sites and immediately began to see significant results.

“We have very aggressive goals for growth, and Test&Target is part of the foundation we will build upon to achieve that growth,” said Andrea Bertone, senior Web marketing manager for 360training. "We are seeing such great results after just a few months that Test&Target will soon pay for itself."

360training ran its first A/B test on its e-learning course catalog page, a highly visible page which follows a specific style guide and structure across each of the company's sites. Using Test&Target, Bertone and her team tested the control version of the catalog page against two alternative versions. 360training rolled out the test to a percentage of its traffic and measured the results. The test revealed that an alternative version of the course catalog page highlighting the lowest-priced product generated a 351 percent lift in revenue per visitor (RPV), a 188 percent increase in the conversion rate and even drove a higher average order value (AOV) than the other versions tested.

The company was also surprised to find that while the winning version with the low-priced product highlighted was capturing more visitors’ attention, visitors were actually scrolling past the low-priced product to purchase more expensive products.

360training also A/B tested whether reducing prices for certain e-learning products could increase conversion enough to justify the lower price. Test&Target helped the company determine that in some cases, a lower-priced product more than doubled revenue-per-visitor over a higher-priced product.

"With Test&Target, we can find that sweet spot and offer a lower price without risk, knowing that doing so can actually increase unit sales and revenue," adds Bertone. “We are constantly gaining valuable insight which we can scale across all our sites knowing that even if certain content was successful on one site, we can use testing to quickly confirm whether we will see the same results on other sites.”