This is the third series in a series of posting aimed at helping you as a Marketer evaluate conversion optimization services providers so you make the best possible decision of who to hire. You can read Part 1 here and Part 2 here.

Q3: “What testing software does the services provider recommend?”

While technology is only a piece of the Conversion Optimization puzzle – it is a very important piece.

I have often listened to presentations where service providers use “testing” language but use no tools to run experiments. As a result, they are delivering nice-looking web designs but for sure they are not delivering statistically valid results!

(And, as anyone who has been reading our case studies or following this blog knows, “nice-looking web designs” do not necessarily deliver the better conversion performance; after all, “beauty is only skin deep”!)

So, back to our topic: when reviewing the capabilities of a conversion optimization services provider, you need to ask “What testing software do you recommend?” and validate the answer against the following criteria:

1. The Conversion Optimization services provider actually uses a testing software

Without using testing software, it’s not actual testing. You would be make decisions that are intuitive and not statistically valid, and you will risk making very bad decisions that negatively impact your top line. It’s that simple.

Now, when it comes to a choice of testing tools, there is a variety of testing software available. To select the right one, you have to weigh your needs and your company’s level of sophistication when it comes to running experiments against price, and keep in mind that the tool your start our with today may not be a good fit a couple of years from now – so flexibility is key.

Here are some of the most powerful, most widely used tools:

Google Website Optimizer (GWO)
• A free A/B and Multivariate testing tool
-The technology cost of running tests using GWO is $0
-There are no required term commitments to running the tool
• GWO is an on-demand tool
-No complex, time-consuming implementation
-Enables powerful testing of page formats and individual elements through A/B and MVT testing

Omniture’s Test & Target
• Not a free tool
• A/B and Multivariate Testing – find out which landing pages work best and which landing page elements matter
• Streamline Online Testing— ability to visually design campaigns, it lets marketers quickly create A/B tests or targeted campaigns right on the site
• Automated Predictive Learning—targeted offers are served based on a visitor’s unique interests
• Segment Targeting—Target content to different groups of visitors based on marketer-defined segments
• Easy Implementation
• A 360 Degree View—offline data can be passed to our real-time targeting engine for improved relevance.

Interwoven’s Optimost
• Provides the flexibility to test any web page
• Supports all testing styles (A/B Testing, Simple Multivariable Testing, Full-Page Multivariable Testing)
• Requires only a single JavaScript callout, regardless of the scope of the test
• Tracks unlimited success events anywhere on the site
• Automatically generates creative content and supports audience persona segmentation with its advanced targeting engine

2. The Conversion Optimization services provider has the technical expertise to run the software

• Since we are talking technology here, make sure the company you hire has the technical resources that truly know how to leverage the tool they use.

• For example, as Google Website Optimizer Authorized Consultants we offer not only the full-meal-deal of outsourced Conversion Optimization services, but also specific technical services to support the use of GWO

3. The Conversion Optimization services provider does NOT make most of its revenue from testing software license sales

• Simply put, there could be a conflict here. So just be aware.

• If the Conversion Optimization services provider you engage generates most of its revenues from Conversion Optimization services, that’s what they will pay most attention to.

• If they also resell software, they may lose focus and oversell you the toys you don’t need.

4. The Conversion Optimization services provider does NOT own the software

• Again, there could be a conflict here as well.

• If you engage a Conversion Optimization services provider that also owns proprietary testing software, you may have ended up making an agreement with them way longer than you had intended.

• This is because they will naturally use their tool to run your experiments. However, at the end of your engagement, you may not be able to access past experiments or transfer data to another company using a different testing tool.

To wrap up, once again, to mitigate your risk and accomplish the best conversion rate lift possible, you want to work a Conversion Optimization services provider that:
• has a demonstrated track record of using a reputable, on-demand testing tool;
• does not rely heavily on software license revenues; and
• will allow you flexibility to change the software as your needs evolve and your testing needs become more complex.

In my next post, I’ll discuss the question “Do you follow a specific methodology to optimization?” Make sure you get it by joining the email list below (you can always unsubscribe later).