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Personalization, Segmentation and ROI

Posted on 9.20.2009

It's not difficult to make a case for testing segmentation and personalization. You'd have to have be pretty thick-headed not to see the benefits. Most merchants however don't engage in the opportunity that is present. Sometime you need a nudge in the right direction and the best way to do that is often to show results. While there are many personalization solution providers on the market, let's look at one particular vendor in Amadesa and the positive results that pet specialty retailer Petco had using their segmentation and A/B testing software.

Petco (which offers consumers more than 11,000 different products and attracts more than a million unique visitors each month) is using Amadesa’s Segmentation and A/B Testing solution to boost overall site revenue, revenue per visit and opt-in email subscriptions. The results were impressive; email subscriptions improved by more than 400 percent and Petco achieved over 18 times return on investment by using Amadesa's segmentation and A/B testing software. PETCO also uses Amadesa’s software to improve the performance of its search engine marketing campaigns by targeting underperforming keywords. Segmenting visitors according to referring keyword, referring engine and other online factors enables PETCO to run targeted A/B tests within customer segments to determine which offers, copy and other content elements best increase customer engagement.

“Our efforts with Amadesa have produced great results. Revenue per visit and email opt-ins, two of our key performance indicators, have both increased significantly since we began this partnership,” said Carol Ott, Director of Finance Reporting & Web Analytics for PETCO. “We’ve worked with Amadesa for almost a year now, and they’ve been extremely responsive. They are committed to our success and seek out and apply our feedback regularly.”

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