Released on: August 18, 2008, 10:42 pm

Press Release Author: Michele Moninger, Press Relations, Site Tuners

Industry: Internet & Online

Press Release Summary: New Web Landing Page Performs 4.4 percent Better than
Original Page
Contributing Approximately $2MM to Topline


Press Release Body: SAN DIEGO, CALIF. - (Search Engine Strategies (SES) Conference &
Expo San Jose) - August 19, 2008 - RedEnvelope, a leading online e-tailer of
personalized gifts and accessories, improves website visitor conversion by 4.4
percent, contributing approximately $2MM to its topline with its landing page
optimization campaign by SiteTuners.com.

RedEnvelope chose SiteTuners.com for its landing page optimization engagement to
increase the percentage of website visitors who added an item to the shopping cart
after viewing a product-detail page in the online catalog. The product-detail page
was chosen because all website visitors must traverse it on their way to a checkout
and subsequent purchase.

SiteTuners.com, a landing page optimization expert company and charter Google
Website Optimizer Authorized Consultant company, utilized the Google Website
Optimizer (GWO) tool to implement the test and collect the data.

SiteTuners developed a written test plan that included 8 unique variables on the
page that could take on 18 distinct values. The purpose of the test was to identify
which of the 576 unique versions ("recipes") of the product-detail page was the
best, and to determine how much better it was than the original.

Subtle and very conservative changes to the product-detail page were tested in the
expectation that even a small conversion rate improvement would result in
significant topline revenue impact on the client. The scope of the test was
intentionally kept modest in order to minimize involvement by RedEnvelope staff.

A subsequent head-to-head ("A-B Split") test between the original and the best
challenger was conducted to measure the amount of the improvement and to reach a
high level of statistical confidence in the answer.

"Faced with the two available reports from GWO (piecewise winner and leading
recipe), most landing page testers would choose just one for selecting the best
challenger to test in the head-to-head follow-up," said Tim Ash, president of
SiteTuners. "Either of these decisions would have produced a sub-optimal result.
However, since GWO collected the data in a full-factorial fashion, it was possible
to export it and conduct a more sophisticated form of analysis."


Advanced Data Analysis

Enough data was collected to examine "two-way" variable interactions. This allowed
the understanding of how much each variable is affected by the presence of any other
variable setting. For example: two-way interaction analysis allowed us to understand
how visitors react to the "add to cart" button text in the presence of the blue
button color.

The conclusions of the advanced analysis and findings of this engagement are:
. A fractional factorial design would have failed because of worse main
effects estimates and the inability to detect the presence of very strong and
numerous two-way variable interactions. Moreover, there are no common fractional
factorial matrix constructions that would have exactly fit this test size and
configuration.
. Using the piecewise winner or the leading recipe would have lead to
suboptimal results.
. Using full-factorial data collection allowed a more sophisticated two-way
interaction analysis, and led to the discovery of the best-performing recipe.

After the data was collected and analyzed, a new and improved version of the
product-detail page was identified. The new page performed 4.4% better than then
original (with a 99% confidence that it was better), resulting in an estimated $2MM
to RedEnvelope's topline.

Read more about RedEnvelope's landing page optimization at
www.Sitetuners.com/red-envelope-case-study.html

To receive a complimentary landing page review or request a telephone consultation
from SiteTuners, visit http://sitetuners.com/contact-us.html.




About SiteTuners
SiteTuners, a landing page optimization company, delivers the best-performing
alternative landing page design with a verifiably higher conversion rate. With its
proprietary non-parametric TuningEngine technology, SiteTuners runs 1000x larger
tests on the same available website traffic and considers variable interactions,
producing much faster and better results than alternative testing methods.
SiteTuners guarantees return on investment (ROI) for each test, and will pro-rate or
refund its fees if an improvement can not be documented. It also handles all of the
work, with minimal impact on clients' staff since there is no need for conversion
testing or statistics knowledge. SiteTuners is an operating division of Epic Sky,
Inc., a privately held company headquartered in San Diego, California. For more
information, visit http://SiteTuners.com

DesignTuning, TuningEngine and SiteTuners are service marks or trade marks of Epic
Sky, Inc.
All other trade marks mentioned are the property of their respective owners.

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Web Site: http://SiteTuners.com

Contact Details: SiteTuners.com
2535 Kettner Blvd., Suite 3A3
San Diego, CA 92101
P: 858-450-9872
Michele@mambocomm.com