Filed under: A/B Testing, Behavioural Targeting, Testing | Tags: Display Ads, Dotomi, Multivariate Testing
Web ads are getting smarter and smarter. Dotomi, a Chicago interactive agency, announced a new multivariate testing methodology yesterday for banner ads. It follows Web users around to determine which ads ultimately work best — not to make users click, but to persuade them to buy.
Dotomi COO Ken Treske says clients saw anywhere from 5 to 15 percent improvement in customer conversions, on average, by incorporating the methodology into their campaigns, and some saw bumps as high as 47 percent.
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