Omniture unveils TestandTarget to aid conversion

The technologies of TouchClarity and Offermatica have been combined into a single tool and will be marketed as Omniture TestandTarget.

Omniture, a provider of online business optimisation software, has announced that the technologies of TouchClarity and Offermatica have been combined into a single solution and will be marketed as Omniture TestandTarget.

The new name underscores the need for marketers to have a toolkit of testing and targeting solutions that include A/B testing, multivariate testing (MVT), segment-based targeting and one-to-one behavioral targeting to optimise conversion for each customer interaction.

Omniture TestandTarget puts the power and control in the hands of marketers to not only test and target traditional content including text, graphics, creative and navigation, but also richer information formats such as widgets, video and streaming media that are becoming an integral part of today's customer experience.

"Omniture TestandTarget has returned our autonomy and put our productivity back in our own hands - we now have up to 30 tests running at any one time and we've witnessed the conversion rates on some of our product category pages rise by up to 15 per cent," said Peter Ahl, CEO, Serenata Flowers.

"In terms of overall sales, we've witnessed a lift in revenue of four per cent.

"Considering the relatively low cost to generate this lift, we believe it represents a compelling return on investment.

"For ease of use, speed and flexibility, we believe Omniture provides the best online testing platform on the market".

"Finally, marketers have the tools they need all in one place so they can respond quickly with relevant content to break through the noise and give customers what they are looking for," said Gail Ennis, senior vice president of marketing for Omniture.

"With Omniture TestandTarget, we believe relevance is experienced throughout the end-to-end customer interaction leading to improved conversion".

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