SOURCE: Memetrics

January 30, 2007 11:00 ET

Viator Taps Test-and-Learn Marketing With Memetrics xOs®

Travel Destination Site Leverages Multivariate Testing to Guide Segmentation Strategies and Glean Additional $1 Million in Annual Revenue

SAN FRANCISCO, CA -- (MARKET WIRE) -- January 30, 2007 -- Memetrics, a global provider of testing and optimization solutions for digital marketers, and, a comprehensive online destination activities resource for travelers, announced today that results from Viator's first multivariate test using the xOs® Express on-demand testing platform, will be used to drive the company's segmentation strategy during the next wave of testing. Viator's recent checkout page test revealed that the differences in the ways that paid traffic vs. organic traffic respond to page treatments translates to an estimated difference of $1 million in annual revenue.

"Viator provides travelers with access to over 5,000 destination activities in more than 450 cities around the world. Dealing with such a large market and a large content inventory, we had outgrown a one-size-fits-all approach to site content and design," said Scott McNeely,'s site director. "We were looking for a systematic and comprehensive way to test our hunch that different visitor segments would respond to offers and content differently, and we wanted hard test data to point us toward the most profitable segmentation approach."

Viator began its testing program with a focus on the most critical site performance metric -- bookings. A checkout page experiment was set up to capture information about both traffic source and geography and report on how test results varied within each segment. "We were surprised that variations in behavior were more significant between paid and organic search traffic than they were between site visitors from different countries," said McNeely. "But we now have more confidence that our next wave of testing will be based upon the optimal segmentation strategy."

"Of course many Memetrics customers are principally interested in lowering customer acquisition costs and boosting conversion," said Clinton Larson, Memetrics client services VP. "But the path to that end not only includes investing in the right technology, but also the right process and approach. Viator is building an excellent example of an optimization program founded on a process of test-and-learn marketing that is certain to maximize the return on their optimization investment."

About Memetrics

Memetrics provides technology and services that enable continuous optimization of customer interactions across channels. Available through licensed software or hosted toolsets, Memetrics patented xOs® technology optimizes marketing ROI and provides deep customer insights within and across multiple channels including paid search, Web, email, direct mail, and call centers. For clients such as eBay, Shopzilla and ING Direct, our multivariate testing solutions founded on Nobel Prize winning Choice Modeling methodology have increased revenue, reduced customer acquisition costs and improved customer life-time value. Founded in 1999, Memetrics, LLC is a privately held profitable company with offices in San Francisco, London, Amsterdam and Sydney.

About Viator

Viator is the world's leading online resource for travel experiences -- the things you do when you get there, providing access to more than 5,000 sightseeing tours, attractions and activities in 450-plus destinations in more than 75 countries, as well as customer reviews, star ratings and the Viator Travel Blog. Viator -- the Latin word for traveler -- offers online consumers a one-stop shop to plan, research and book trip activities that meet a variety of tastes and preferences, including sightseeing tours, theater tickets, soft adventure trips, attraction passes, wine and culinary excursions, and many "well kept secrets" off the beaten path. Viator's in-house travel experts help take the guess work out of planning by hand-picking respected and trusted local operators to ensure a quality experience, value and service. Viator, founded in 1995, sells its products directly to consumers at and through its growing global network of more than 3,500 affiliates that include major hotel and airline companies, online travel agencies, city-specific sites and more. Viator is headquartered in San Francisco with regional offices in Sydney, London and Las Vegas.

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