SOURCE: Amadesa


February 23, 2011 08:45 ET

Amadesa, e-tailing group Release "Merchant's Cheat Sheet for Testing and Targeting"

Research on Website Conversion Optimization and Relevance Targeting Reveals Effective Practices, High ROI

CHICAGO, IL--(Marketwire - February 23, 2011) - Amadesa (, the first company to deliver a single platform for website testing and relevance targeting solutions to improve conversion and engagement activity, announced today the availability of a whitepaper titled "Testing Ready: The Merchant's Cheat Sheet For Testing and Targeting." Compiled by Lauren Freedman of the e-tailing group, the paper is based on survey responses from 160 merchants and one-on-one interviews with top retailers to garner the insider perspective. It details the current state of testing, tools and popular tactics, as well as performance results and perceptions. Among the findings is that website optimization is mission-critical for online marketers who report strong results in user experience, higher conversion rates and significant return on investment.

"In overwhelming numbers, survey respondents told us that website targeting and testing should now be a mandatory online marketing strategy," said Lauren Freedman, president of the e-tailing group. "Competition is fierce, and retailers must have a clear understanding of their customers' behavior in order to make the tough choices to optimize site experiences that drive profitability. Getting it right is imperative, and if they aren't testing, they're guessing. Guesswork does not guarantee sales."

The e-tailing group and Amadesa conducted the survey in the fourth quarter of 2010 to explore retailer sentiment regarding testing online and across channels. The questions sought to determine testing frequency, the challenges preventing those who are not testing from doing so, organizational cultures surrounding testing, and the impact experienced by those already testing. The e-tailing group and Amadesa learned that 71 percent of the respondents had tested to date, and not one had abandoned testing once initiated. When asked which website aspects had seen the most impact from testing, 61 percent of respondents pointed to improving user experience and 57 percent to site conversion -- the dynamic duo.

The whitepaper also includes the "Seven Secrets of Successful Testing," providing insight and best practices on getting started quickly and reaping the rewards. These best practices come directly from the feedback of merchants and experts and are designed to guide businesses in building effective optimization strategies.

"Lauren Freedman and the e-tailing group have a strong reputation in the industry as merchandising specialists," said Rita Brogley, CEO of Amadesa. "The 'Merchant's Cheat Sheet' is a comprehensive look at the current state of testing and targeting, but more importantly for e-businesses, it lives up to its title with easy-to-follow tips for extracting more value from testing solutions and data. This is a must-read for any online marketing professional who is on the front lines of driving increased website conversions and revenue."

Key topics covered include:

  • Aligning corporate culture and budget with proven testing practices
  • Favored testing methodology and results
  • Recommendations for proper planning and achieving quick wins
  • Utilizing website analytics to target wisely
  • Website testing and targeting technology options and vendor selection

To read "The Merchant's Cheat Sheet for Testing and Targeting," please visit You may also obtain the report from Amadesa at eTail West 2011, booth #83, in Palm Desert, Calif., from February 22nd through 24th. An informative webinar on the topic, presented by Amadesa and the e-tailing group and including case study examples, can be downloaded here.

About Amadesa 
Amadesa is the first company to deliver a software-as-a-service (SaaS) solution focused on delivering a dynamic website of one through testing, targeting and automated content delivery. The Amadesa Customer Experience Suite™ offers end-to-end testing and relevance targeting solutions to help online businesses maximize revenues, enhance customer engagement, increase conversions and improve marketing ROI. Learn more at

About the e-tailing group
The e-tailing group, inc. serves as the multi-channel merchant's eye, bringing a merchant's sensibility to evolving the multi-channel shopping experience. A Chicago-based consultancy, we provide practical strategic perspectives and actionable merchandising solutions to merchants selling online as well as to enabling technology firms. Learn more at

Contact Information

  • Media Contact:
    Courtney Hurst
    Metis Communications, Inc.
    617-236-0500 x11
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