• by Laurie Sullivan  @lauriesullivan, February 2, 2010

Webtrends on Tuesday will release a platform that allows Web site publishers to serve up the most relevant information to the correct person at the perfect time through an add-on module in Optimize Advanced Targeting.

The tool gives marketers the ability to segment and test content by site visitors. Technology acquired last year from Widemile, a small Seattle company that built the optimization platform, makes it possible.

Widemile's technology provides A/B and multivariate testing, along with the ability to serve up content on Web sites by randomly displaying different prices, services or merchandise to site visitors. Through this testing, companies can determine the best pieces of content that do or do not influence conversions.

The Webtrends optimize and targeting capabilities offer site testing, real-time segmentation, and content targeting. The tool also aims to improve reporting, workflow and administration functions, as well as segment- and rules-based testing and targeting.

Casey Carey, vice president of products at Webtrends, explains that marketers have done a good job of optimizing search, display and affiliate marketing across other Web sites, but when it comes to their own company's sites, they fall flat. He says marketers typically leave content updates and changes, such as prices and product selections that appear on their Web site, in the hands of IT departments.

Webtrends Optimize Advanced Targeting changes that. It gives marketers more control to determine the content appearing on their Web site. The module lets marketers segment "new" and "returning" Web site visitors, for example. Carey explains that new visitors will see a different set of content, compared with returning. Returning visitors who bought accessories will see completely different content, such as ads and merchandise descriptions, from those who bought men's clothing the last time they visited the site.

Spirit Airlines will soon begin testing the platform by serving up different prices to Web site visitors based on membership status and location, Carey says. They use it to test prices and reward more frequent flyers. It will take about two weeks to implement the module. The company has just begun the process. "It's more about the planning, strategy and getting the creative pieces together," he says. "The content sits on our client's Web server. The Optimize platform informs the browser the text, pictures and prices that should display for that audience."

The combined content options are limitless, Carey says. Most marketers will use the technology on the frequented pages that drive the most traffic, such as main product, landing and financial services pages. Clients testing the module typically see improvements between 20% and 50% in conversions, he adds.

Aside from the Optimize Advanced Targeting platform, Webtrends on Wednesday will release an iPhone application. Webtrends Mobile Analytics allows anyone working with mobile content and marketing programs to measure and quantify how customers engage with both mobile Web sites and applications.

The tool, built on the Webtrends Analytics 9 platform, provides reporting and analysis, allowing marketers to create and track metrics specific to their business. It can help them better understand the performance and adoption of mobile Web sites and applications.

Marketers can also better understand how mobile investments contribute to broader marketing programs by integrating mobile, standard Web and other online data. The tool lets users prioritize site design based on insights about the mobile devices that customers use.

Many mobile Web sites are designed, deployed and hosted by third-party vendors. Webtrends Mobile Analytics aims to allow anyone creating mobile Web campaigns to generate reports that cross multiple mobile sites and applications, allow companies to identify visitors based on browser, and provide standards-based APIs and data integration with no additional data collection fees.