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Maximizing Conversions and Overall Campaign ROI

Marketing and Community
Location: 2009 Level: Expert

MIVA Direct, Inc., the content and toolbar division of global digital media company, MIVA, Inc. (NASDAQ:MIVA), uses SEM extensively to drive downloads of its toolbar application. MIVA Direct partnered with Widemile to maximize downloads of the “ALOT” Weather toolbar applet, which provides consumers with local weather forecasts and conditions. Multivariate testing was successfully used to strengthen the linkage between SEM and landing pages and optimize the performance of the entire campaign.

This session will focus on the step-by-step strategies and tactics employed by MIVA and Widemile, which improved the average conversion rate over a two-week period by nearly 100%.

Key Takeaways:

• An explanation of multivariate and A/B web page testing and when to use them;
• The keys to successful page optimization and its role in overall search campaign optimization;
• How multivariate testing (MVT) can change the game to enable dramatic conversion rate improvements; and
• Key insights and surprise results

Photo of Robert Bergquist

Robert Bergquist


In his 25 year career running and counseling companies, Robert has served as CEO and President and provided strategic management, banking and legal services to a variety of ventures with a focus in the broadcasting, marketing, advertising and software industries. Robert speaks and writes often on the need for greater accountability in marketing and the means of maximizing returns from online advertising.

Sam Ee

MIVA Direct and ALOT

Sam Ee is a graduate of the University of Louisville with a degree in Computer Science and Engineering Mathematics. Before becoming a full time graphics designer Sam specialized in .NET C# programming. He began his career at MIVA as an intern nearly ten years ago, designing and programming cursors and icons. Over the years he has accelerated in his career and from developing fast prototypes of websites to test their marketability to creating screensavers for screensavers.com, a MIVA Direct property. Today Sam Ee is the art manager and principle designer for MIVA Direct.