:: Case Study 1 – Improving conversion with a long, letter-style offer page One of our research partners is Investopedia.com, a site devoted to providing information on personal finance and investing. A primary source of revenue for the company is paid subscriptions to their Investopedia Advisor newsletter. They had been using the same free trial offer page for some time, with reasonable conversions. Here is that original offer page. We began by reviewing three separate sources of information in order to start optimizing the message and design: We reviewed our own research results from other partners who had been faced with similar challenges. We reviewed competitive sites in order to draw from the learning of other companies in the same market. We dug deep within the Investopedia site itself in search of an appropriate “voice” and any strong messages which might not have been used in the original offer page. You can see the new page we created here. We then tested the original page against our new, optimized page. Before we look at the data from that test, here are the results of the survey we invited you all to complete before this call. First, we asked you to identify which page you felt performed the best: Survey Results – Question 1 Votes Percentage Original page 67 24.28% New page 209 75.72% Next, we asked you to estimate by what percentage the winning page outperformed the other: Survey Results – Question 2 % Increase Votes Percentage Over 5% 17 6.20% Over 25% 105 38.32% Over 50% 92 33.58% Over 75% 20 7.3% Over 100% 40 14.60% Now here are the actual results: Investopedia Free Trial Offer page test results Free Trial Offer # of Visits # of Orders Conversion Original page 904 12 1.33% Optimized page 972 22 2.52% What You Need To UNDERSTAND:  Simply by improving the design and copy of the page, conversions increased by 89.47%. This was a variable cluster test, meaning we changed a group of variables in order to maximize results. To identify which new elements had the greatest impact on improving conversion we would have to run some follow-up A/B split tests, or a multivariate test. Here are what we consider to be the most significant changes we made: We changed the layout, so the principal sales message was all contained within a single, uninterrupted, vertical column. The optional information, such as testimonials and security seals, were Follow

What is claimed is: 1. A method of determining mirrored web sites, comprising: receiving information about a plurality of web sites stored on a plurality of hosts; determining a list of host pairs that are potentially mirrored hosts, wherein mirrored hosts contain highly similar documents within the same path; and analyzing the list of pairs of potential mirrored hosts to determine which of the host pairs are mirrored hosts. 2. The method of claim 1, wherein the determination uses a method based on the IP address of the hosts. 3. The method of claim 1, wherein the determination uses a method based on the URLs of the hosts. 4. The method of claim 1, wherein the determination uses a method based on the URLs and the page level connectivity of the hosts. 5. The method of claim 1, wherein the determination uses a method based on the host level connectivity of the hosts. 6. The method of claim 1, wherein the determination uses a combination of a method based host level connectivity of the hosts and a URL based method. 7. The method of claim 1, wherein the determination uses a method based on a combination of IP based methods, URL based methods, and connectivity based methods performed in parallel. 8. The method of claim 1, wherein the determination uses a method based on a combination of IP based methods, URL based methods, and connectivity based methods performed serially. 9. The method of claim 1, further comprising: receiving information about the IP addresses of the plurality of web sites stored on the plurality of hosts; determining clusters of hosts, where all web sites in a cluster have the same IP addresses; and determining that the hosts in clusters of hosts having less than or equal to a threshold number of hosts therein are mirrored web hosts. 10. The method of claim 9, wherein at least the first three octets of the IP address of all hosts in a cluster are identical. 11. A method of determining mirrored web hosts, comprising: receiving information about the addresses of a plurality of web sites stored on a plurality of hosts and about page level connectivity information of the plurality of web sites and a list of potentially mirrored hosts pairs, wherein mirrored hosts contain highly similar documents within the same path; and filtering the list of potential mirrored hosts pairs in accordance with the page level connectivity information, wherein mirrored hosts contain highly similar documents Follow