Today at the Conversion Conference and eMetrics marketing
optimization summit, ion interactive announced a major upgrade to its
landing page management and conversion optimization platform, LiveBall.
This latest version of the company’s popular software-as-a-service
(SaaS) now lets marketers optimize landing pages, microsites, and
conversion paths using both A/B and multivariate testing —
effortlessly without IT.
With LiveBall, marketers can create highly-targeted pages
directly from their web browser — as easily as posting articles on a
blog. Because LiveBall pages are hosted in the cloud, no code changes
are required to existing web sites. Marketers can produce entire
post-click marketing campaigns — in minutes or hours, not days or weeks
— without involving IT or other technical staff. For instance, American
Greetings used LiveBall to more than quadruple its number of
landing pages, lifting conversions by 30%, while reducing its
cost-per-acquisition by 20%.
LiveBall makes it easy for marketers to A/B test multiple
versions of individual pages — or even alternate multi-page paths — to
determine which has the greatest impact on visitors. With the upgrade
announced today, it’s now just as easy to run more advanced multivariate
tests (MVT) on elements within a page. Marketers can experiment with
multiple headlines, images, and calls-to-action simply by clicking on
content and adding new variations. Dozens or hundreds of combinations
can be quickly tested in parallel. Results are available in real-time on
an intuitive performance analysis dashboard.
Delivering tightly matched landing pages to respondents who
click on ads, search results, emails, or social media links — and
testing different versions of those pages to find the optimal one for
each audience — has been shown to significantly improve conversion
rates in both e-commerce and lead generation marketing. For example,
data management leader Overland
Storage adopted LiveBall for post-click marketing and improved
their conversion rate by more than 500%.
”We’re focused on enabling agile marketing,” says Scott
Brinker, ion’s co-founder and CTO. "The faster marketers can deploy,
test, and optimize landing pages for their advertising and demand
generation programs, the higher performance they can achieve with
targeted campaigns, Long Tail strategies, and marketing in the moment.
MVT makes this more powerful than ever."
LiveBall was first released in 2007 and has been adopted by
hundreds of companies such as Anthem/Wellpoint, DHL, InfoUSA, Juniper
Networks, ServiceMaster, and Wyndham, as well as leading digital
agencies such as e-Storm, Performics, and White Horse.