Dramatically improve the efficacy of your website using RedPoint Web Optimization, by driving relevant, cost effective traffic to sales funnels and maintaining optimal conversion performance over time. In reality, keywords, display and text ads, landing pages, and the site sales funnel are all related and must be optimized individually and in total. Further, to deal with the dynamic nature of internet marketing, RedPoint has developed a continuous champion/challenger environment operating without degradation to maintain optimal performance.

Your visible web site is just the tip of the iceberg. Good data is mandatory for building a successful website sales funnel. RedPoint Web Optimization uses the following databases to optimize performance.

• Application Database: maintains the data required for serving the pages, and a repository for efficient, real-time data writes and updates. RedPoint’s tagging strategy accurately tracks all visitor activity from ad to sale.
• Search Engine API Staging Databases: Google and Bing provide detailed data on keyword and ad performance. These data are downloaded into specific databases designed to receive data from and upload to each search engine API.
• Client Data Staging Databases: accept data from client systems, either directly from client systems or via RedPoint Data Management.
• Analytic Data Warehouse: contains all the data for detailed analytics required to compute performance metrics and from which reporting can be supported.

RedPoint’s optimization solutions elevate the science of website optimization to a new plane.

• Automatic and optimized ad and keyword bid management: using specialized machine learning algorithms to maximize performance.
• Text and content display ad optimization: ads are characterized by headline, font, image, colors, shape, size and more to discover the fundamental characteristics of successful ads. Dynamic ad changes are used to generate a portfolio of successful ads by a machine-learning process.
• Automated multivariate page by page testing: insures continuous site improvement over time.
• Forecasting and analysis for each reported metric: deviations from forecasts are used to evaluate day to day, week to week, or month to month performance statistics and warning triggers for unexpected behavior.

A game-changing suite of components provides all the functionality required to sustain peak website performance.

• Model Factory: automatically creates and stores models to predict the cost, average position, click through rate, cost and revenue for each keyword. Other models might be needed for other purposes.
• Simulator: runs the models as controlled by the optimizer and executes them. The simulator also contains a dashboard through which it communicates with the user and with which the user can set the simulation parameters.
• Optimizer: a special adaptation of revolutionary multiple constraints-based optimization to provide dynamic solutions in a changing environment. Improved accuracy and near real time performance are the results. The optimizer includes a user interface for optimization parameter setting and for progress reporting.