A/B testing

Business:
8e6 Technologies is the authority and leading provider of appliance-based Internet filtering, Internet monitoring and reporting solutions for business, education, government and ISPs worldwide. Recognizing internet security threats and distractions such as inappropriate Internet content, instant messaging (IM), peer-to-peer (P2P), spyware, adware and spam, 8e6 empowers organizations with turn-key solutions that enforce their Acceptable Use Policies (AUP) — improving productivity, reducing liability and preserving network resources.

Challenge:
8e6 technologies needed to increase its pipeline through on line lead generation. Using Google Analytics we recorded a high level of bounces on the corporate website's "Free Evaluation" Page.

Solution:
Using an A/B testing model I tagged portions of the page with JavaScript code and then created Three variations of advertising copy.  The system randomly displayed various combinations of copy on the evaluation page and after 30 days we surveyed the results.  The top 2 performers were kept and I added one more round to see if I could still get better results.  After 60 days the results stayed consistent with the gains we made in the first round and I was satisfied with the results.

Result:
After the A/B testing, the "Free Evaluation" form went from a simple text header to a marketing image banner and bullet point features.  The final page had an increased application completion of 21%

Here is a sample of the collateral that was used in the testing: