Dictionary.com

Web-based businesses have somewhat of an obsession for user data, and for good reason, it allows them to meet visitor needs. Accurately identifying user demographics helps site owners provide a better user experience, define better content and identify new services–but how much data is too much?

The team at Dictionary.com came to ITX to help them answer that exact question. Dictionary.com offered a ‘Word of the Day’ enewsletter for users interested in expanding their vocabulary. To register, users were asked to submit their name and email address. The team soon realized they were missing a great opportunity to learn more about their users.

This challenge called for a formulated experiment. ITX developed five versions of the ‘Word of the Day’ registration form. We started with very basic information (name, email address, title) and worked up to detailed information (gender, interests, phone number). By rotating the beta forms in production, ITX was able to pinpoint the form that maximized both the conversion rate and the amount of data collected.

At ITX, we love experimenting and we’re glad our friends at Dictionary.com do, too. Proof that a little research can ameliorate digital data collection.

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