Academy 123 - Harnessing the Power of A/B
Testing
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OVERVIEW
This document summarizes a Search Marketing
campaign conducted by Enquiro Search Solutions
for Academy 123, property of Discovery Holding
Company (DHC) (NASDAQ: DISCA, DISCB). Academy
123’s math product NutshellMath Homework Help
was the focus of the campaign. This document
highlights the processes in which Enquiro helped
Academy 123 increase NutshellMath’s free signup
conversion rates; done through the use of A/B
Testing. The A/B test ran for 2.5 weeks,
comparing Academy 123’s current landing pages
versus pages modified by Enquiro. Omniture’s
SiteCatalyst was used as the web analytics
framework in order to capture and report the
findings.
NutshellMath Homework Help is a market
leading math homework help product for middle
school and high school students. The innovative
technology and teacher recorded instructional
content is developed by Academy123, Inc, located
in Westlake Village, CA.
THE SCOPE
- The timeframe for the A/B test would
consist of a 2.5 week time period.
- NutshellMath had products geared towards
3 segments: Students, Parents, and Teachers.
Each had their own landing page therefore 3
tests would be conducted simultaneously.
- Traffic for the landing pages would come
from selected Google Adwords campaigns.
- In order to measure the success of the
test, web pages associated with the
NutshellMath product would be tagged with
SiteCatalyst code. Enquiro would provide
consultation with the implementation of the
web analytics.
- Enquiro would monitor the results daily
and report on the final results.
- Academy 123 would redirect a percentage
of all the visitors to the Enquiro modified
page.
ENQUIRO’S SOLUTION
Enquiro had two main objectives; the first was
to revise the current landing pages so that
visitors would be more enticed to sign up for a
free subscription of the product. The secondary
focus was to accurately measure the performance
of the 2 pages in the A/B test and present the
findings to Academy 123 in an intuitive format.
Enquiro’s tactical team of experts (including
both Web Analytics strategists and Organic
Search Marketing strategists) was given the task
of suggesting modifications for the pages.
Because it was an A/B test, only a single
component of the page could be modified in order
to truly understand the relevance in the
findings. After some deliberation the Enquiro
team determined that the current pages were not
utilizing the main “sign up” conversion trigger
to its fullest advantage and that it should be
moved from the right corner to the center of the
pages. The team also suggested that Academy 123
should add a simple message to capitalize on the
strength of the NutshellMath product (video
tutorials). Therefore, the following text was
added above the newly placed conversion trigger:
“Video explanation to the problems in your
textbook.”
TOOLS
SiteCatalyst is an Enquiro recommended web
analytics solution, so it was the obvious choice
as the measurement tool to monitor the test
results. After consulting with Omniture’s
support team, Enquiro’s web analytics team
designed a very effective method to capture the
results of the A/B test. The web analytics team
used three ecommerce variables to track the
number of impressions for each page, and since
“free signups” were already being tracked as
conversions, the web analytics team turned on
the ability to segment each page by the number
of “free signups.”
Academy 123 implemented a simple JavaScript
function which would send some of the page
traffic to the new Enquiro modified version of
the page. Since JavaScript was used during the
redirection, the new Enquiro page would not get
indexed by search engines, hence avoiding any
potential duplicate content issues.
RESULTS
After 2.5 weeks of testing, the results showed
that in each of the 3 segments – Students,
Parents and Teachers – the Enquiro modified page
had better conversion rates. In the student
segment the Enquiro Page conversion rate nearly
doubled. In the parent segment the Enquiro page
had 8 times more conversions. In the teacher
segment the Enquiro page had a 26.8% increase in
the number of conversions.
NEXT STEPS
At Enquiro, we believe it’s very important to
include some form of A/B or multivariate testing
in all marketing efforts where the purpose is to
generate online conversions. Increasing
conversions such as signups, purchases, and
product views are all tied directly to your
business’s goals (your bottom line), therefore
it’s vital to make this process as effective as
possible.
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