Background: American Greetings Corporation is a leading manufacturer of innovative social expression products that assist consumers in enhancing their relationships. The company generates annual revenue of approximately $1.7 billion, and its products can be found in retail outlets domestically and worldwide. American Greetings has the largest collection of electronic greetings on the Web, including cards available at AmericanGreetings.com through AG Interactive, Inc., the company’s online division.
The challenge: AG Interactive drives millions of unique visitors from paid search and other online media sources. Their goal is to convert this traffic using online registration for a free trial subscription (which later converts to a paid subscription to AmericanGreetings.com). In the past, this online traffic funneled into the www.AmericanGreetings.com home page, or a single, MVT-optimized landing page. The marketing team knew they needed to launch aggressive landing page testing in order to lift conversion rates, but faced some executional roadblocks…
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