NBC’s e-commerce site ShopNBC has tapped analytics services firm SiteSpect Inc. to conduct online multivariate testing aiming to improve its Web site users’ experience.
ShopNBC’s promotions are coordinated in real time across the Web, television and direct mail. SiteSpect will test and analyze shopper response across channels.
“After working with SiteSpect’s team to define the site elements that we want to test, the tests are ready to go within one or two days,” said Geoff Smith, vice president of ShopNBC.com, Eden Prairie, MN. “All of this gets done without us needing to tag pages or rework content.”
ShopNBC will use the platform to create tests and optimize conversions of dynamic site content and promotions without page tagging, JavaScript or site content changes.
SiteSpect’s Professional Services Team, based in Boston, will be implementing and managing its online test campaigns. The analytics services firm sets up the tests and presents them for ShopNBC’s approval. ShopNBC’s personnel can log into the SiteSpect system to preview the tests for accuracy and then activate the tests themselves.
