SOMERVILLE, Mass., July 8, 2015 /PRNewswire/ -- Evergage, the leading provider of real-time personalization, today unveiled its new multivariate testing (MVT) capabilities, which provide digital marketers with a means to test numerous website and Web app section changes so they can quickly determine which combination results in greater conversions and engagement.
Using Evergage MVT, marketers can compare multiple unique content, design, form and message combinations based on changes to webpage or app sections and identify which options resonate the strongest and are most effective in achieving their goals. This capability improves the efficiency with which marketers can assess variations, and it builds on Evergage's existing A/B testing functionality that enables marketers to test side-by-side changes in campaigns, message placement, colors, promotions and more. As with the A/B testing feature, marketers can deploy Evergage multivariate tests to granular audience segments – such as people showing a strong affinity for a particular category of content or products but have not yet converted – or broad segments such as all first-time visitors. Ultimately, these testing capabilities empower forward-thinking companies to optimize every facet of their personalization initiatives.
"Marketers' digital properties are the primary channels to engage prospects and customers today, and there is great power in being able to simultaneously test various section changes as you personalize content," said Karl Wirth, co-founder and CEO of Evergage. "Testing and measurement help marketers have more confidence in knowing they've optimized their website for achieving specific objectives, and raise the bar for personalizing digital experiences and engagement in real time."
Effective real-time personalization involves tailoring the experience for each customer based on current or past session behavior, preferences and interests, and/or information obtained from a customer database (e.g., CRM). As it continues to evolve and Personalization 3.0 takes hold – 91 percent of marketers either use or intend to use real-time personalization in the next 12 months, according to a recent study – marketers will increasingly rely on their websites to serve as a responsive, attentive and perceptive salesperson. Key channels in the modern, omnichannel shopping environment, websites and apps will need to be able to listen to visitors, pick up on buying signals, respond to expressed interests with relevant advice and counsel, provide related resources and more. A/B and multivariate testing are fundamental elements to this strategy.
"We've seen that personalization is key to ensuring each online visitor has a great experience and comes back for more – Evergage helps us achieve this and keep visitors engaged," said Petr Stetka, head of real-time marketing and innovation, Gala Coral Interactive, the UK's third-largest gaming firm that is responsible for enhancing the experience on Gala Coral's websites, GalaCasino.com, GalaBingo.com and Coral.co.uk. "The new MVT capabilities strengthen our ability to deliver relevant real-time personalization campaigns and quickly test out different message options for optimal engagement across all of our online properties."
Available immediately, the MVT capabilities come standard with the Evergage Platform. For more information, please visit http://www.evergage.com/products/platform/.
Evergage's cloud-based platform delivers real-time personalization to more than 500 million web visitors, improving demand generation, revenue growth and customer success for over 120 organizations, including Gardener's Supply Company, Intuit, Publishers Clearing House, Rue La La, Tivo and Travelzoo. Evergage empowers marketers to increase engagement and conversions of website visitors and users through personalized content and experiences based on deep behavioral analytics. Evergage is a 2014 Marketing ARC Award winner, a 2014 MITX What's Next Award winner, a Red Herring Top 200 North American company, and a two-time BostInno "50 on Fire" finalist. For more information, visit http://evergage.com or contact the company at firstname.lastname@example.org or 1-888-310-0589.
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