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Real Age Case Study:
How Google's Content Network & Multivariate Testing
Helped Increase Membership by 45%
We've
learned that testing is one of the keys to success
and at RealAge they've
discovered this over and over again using various
tactics to increase their membership to over
300,000 new members each month.
In this episode, Chris
d'Eon, Senior
Vice President of Marketing at RealAge,
shares his "insider" secrets
on how they accomplished this using Google's
content network and multivariate testing.
RealAge wanted
to promote a health test that would help
people understand their "real age" vs. their
biological age. RealAge is the biological
age of your body based on how well you’ve
maintained it. They knew the Internet was
a huge resource for and were finding it difficult
to market.
Solution
& Results: Advertising on Google's
Content Network
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Advertising on
Google's content network isn't for everybody
and caution should be observed. However,
for RealAge it was a gold mine. Find out
how they tapped into this vast resource of
publisher websites.
Solution
& Results: Multivariate Testing
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Traditional thinking
tells us that accurate testing of web pages,
email messages, or offline media depends
on us changing just one element at a time.
However, multivariable (or multivariate)
testing allows you to test many changes simultaneously – five,
ten, or even twenty. You'll still get accurate
results, without having to increase your
total sample size, and you will be able to
identify the impact of each individual change.
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