This is a wellknown encyclopedia company that relies on its ecommerce site for its directtoconsumer business.

Naturally, this makes the site a very important portal for business and revenue for the company.By using multivariable testing, Britannicas marketing team was able to optimize its landing page for visitors coming from sites such as Dictionary.com in order to better target key consumer audiences, says a spokesperson for Omniture, the company behind the testing tool Britannica uses.After honing in on its best recipe, Encyclopedia Britannica saw a 48 lift in revenue via increased subscriptions and a net revenue increase of 28 over a 4week period, the spokesperson says.Those are some impressive numbers for a month. Multivariate tests are good for when you get a substantial amount of traffic, the layout and overall design of your landing page is basically staying the same, and you want to change specific parts of your page, like a headline, or an image.