Landing Page Optimization:Multivariate Testing with

Offermatica & Monster.com

Rathin SinhaVP & GM, e-Commerce Business Segment

Monster.com

eCommerce at Monster

eCommerce is a business segment targeted to employers who needs to hire

Monster Companion

For Employers:Relevant Employment NewsSpecial Promotions & OffersDirect Link to Relevant Pages

Downloadable application to interact with Monster directly from the desktop, and marketed the web site, on-line banners, search and e-mails.

For Monster:Customer Engagement ToolPermission Based MarketingPermission Based Marketing

Landing Page Optimization

Objective– Maximize Companion downloads from landing page that

connects with site, banners & email campaigns

Hypothesis– There is a combination of LP layout, content or design that best

describes value leading to higher CTR & downloads

Testing Approach– Simultaneously test multiple design elements and alternatives– 7 design elements with 2 alternatives; Tested with 8 recipes

Result– 35.8% increase in downloads with the winning landing page!

Best Tested Recipe – Recipe C

Significant changes from the Control

35.8% lift in CTR on download button

99.9% Confidence Level in results

Key Influencers

Key Takeaways

Fast– Statistically significant feedback data in 2 ½ weeks– Easy visualization and interpretation of data

Marketer Controlled– Selection of recipe and elements by Marketing Manager– Focus on total experience instead of changes in one item

Results– Increased CTR by 35.8% as a result of MVT– Led to a record number of Monster Companion Downloads– Enables multiple cycles of follow-up tests to optimize more

Next Steps– Conduct A/B test of the best tested vs. best predicted recipe– Conduct follow-up MVT tests to further optimize the 3 key influencers