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Nov 1, 2009
"The majority of businesses aren't optimizing their onsite conversion," said Mike Chertudi, Omniture's vice president of demand and online marketing. The Online Conversion Benchmark Survey compiled data starting in June from more than 1,000 companies. Among its findings were:
On a positive note, the survey found that most companies are testing important content, such as page layouts and promotions. But the survey also found that few companies test other important content, such as security seals and data entry fields. About 50 percent of companies use manual processes to test content. About the same percentage conduct only A/B tests instead of more sophisticated multivariate tests that can reveal, through automated software applications, the effectiveness of multiple content variables, according to the study.
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