SOURCE: Ektron, Inc.

Web Content Management

February 16, 2010 11:26 ET

Ektron Releases White Paper on How to "Fail Faster"

Multivariate Testing Paper Examines Why "Continuous Improvement Is Better Than Delayed Perfection"

NASHUA, NH--(Marketwire - February 16, 2010) - Ektron Inc., a Web content management, social software and marketing optimization solution provider, today announced the release of a new white paper, "Fail Faster with Multivariate Testing - Why 'Continuous Improvement is Better than Delayed Perfection.'"

Taking its theme from an epigram of Mark Twain's, the "Fail Faster" white paper discusses how the use of multivariate testing can help marketers optimize their Web sites for better business results. In multivariate testing, more than one site component is tested in a live environment to help marketers ascertain what content or what creative variation of content produces the best results for a site's goals, such as user registration or successful completion of a checkout form. As well as examining the uses of multivariate testing with illustrated examples, the Ektron white paper explores the differences between traditional A|B and multivariate testing and the importance of building a cycle of continuous improvement into your site strategy.

"When it comes to the Web, content management platforms need to do more than to help marketing departments easily manage content," notes Bill Rogers, Ektron CEO. "An enterprise-class content management solution should also allow you to optimize the presentation of site content for maximum marketing effectiveness. Ektron delivers multivariate testing in its platform for precisely that reason. Coupled with our page assembly tool, Ektron's multivariate testing allows marketing personnel to easily set up multiple combinations of page elements and content to determine the most effective combination for their business goals."

The free white paper, "Fail Faster with Multivariate Testing - Why 'Continuous Improvement is Better than Delayed Perfection" can be downloaded here.

About Ektron

With Ektron, businesses are building communities around their brand that combine their own content with aggregated social media from across the Web. Ektron empowers marketing teams with drag-and-drop page assembly, multivariate testing and analytics to optimize content delivery and drive measurable business results. Ektron provides a flexible platform on which developers can build a custom solution to meet specific business objectives. An integrated solution company, Ektron is dedicated to the success of its customers' and partners' Web projects as well as the entire lifecycle of their Web sites. Headquartered in Nashua, N.H., Ektron has more than 8,000 customer implementations worldwide, including NASDAQ, AMC Theaters and Texas Children's Hospital. For more information, visit:

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