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Multivariate testing is the practice of pointedly changing placement, appearance or the action of a Web site element, tracking the results of consumer interaction and then using those results to refine the Web site’s elements and determine best practices for development. One of the award-winning Web sites that has benefited greatly from this process is Palmetto Dunes, an oceanfront resort on Hilton Head Island, S.C. Their objective was to increase the number of consumers who were “opting-in” to receive information about the property’s special offers. Several designs, placements and interactive components of the “opt-in” window were tested to determine best performance. Since launching the new version of the window, Palmetto Dunes has seen a 44 percent increase in consumers opting-in to receive special offers about the hotel. The resort also experienced a 30 percent increase in Web site traffic by leveraging E-site Marketing’s combination of search engine accessible development best practices and test findings. “We have worked with E-site Marketing for the past three years and we always appreciate that they are on the cutting edge of design and development,” said Karen Kozemchak, director of marketing for Palmetto Dunes. “But more importantly they can prove the ROI on everything they do. It is clear that their Internet Marketing programs are designed to provide results.” Another example of the success of multivariate testing is determining the best placement for a booking console on a resort’s Web site. Another award-winner, Terranea Resort, a Mediterranean-style, ocean-front resort in Southern California, uses E-site Marketing for Web site design. Their objective was to determine if the placement of the booking console could influence a user’s tendency to visit the booking engine. After testing two locations with over 50,000 visitors it was determined that placement was, indeed, a big factor. The new placement of the booking console yielded a conversion rate almost 30 percent higher than its previous placement. In this instance, determining the proper placement meant the difference of hundreds of thousands of dollars in bookings in just the short testing period alone. “We are thrilled to be honored with these awards for outstanding Web site designs,” said Alix Paye, Associate Vice President of E-site Marketing. “We believe in mixing visual language with analytics as our team is not only focused on aesthetically pleasing Web sites, but also on ways to drive more qualified business that will result in a high ROI for our customers. These are just a few examples of the testing we do each day to ensure the best results.” Full Listing of E-site Marketing Award Winners: Web Marketing Association’s (http://www.webaward.org/) WebAward Winners
2009 Awards Winners:
 Sabre Hospitality
Solutions leverages the strength
and breadth of Sabre
Holding’s technology, marketing and distribution tools to bring hotel
suppliers
a global end-to-end solution. Sabre’s
hospitality expertise and portfolio of solutions has grown
significantly
over the last several years and now includes SynXis, which provides
distribution technology and marketing services; E-site Marketing, the
leading hospitality Internet marketing solutions provider; Sabre
Travel Network Hotels, GDS distribution and
media products provider; Sabre Hotel RFP, which develops, delivers and
manages hotel requests for proposals into a single; and Sabre Media
Solutions for GDS and other creative services in
hospitality. Sabre Holdings connects people with the world’s greatest travel possibilities by retailing travel products and providing distribution and technology solutions for the travel industry. More information is available at http://www.sabre-holdings.com. |