We had some of our office folks traveling this week for a seminar, so we thought it would be appropriate to look at one of the travel sites we use this week. Dollar.com is a car rental site that uses Test&Target to run some tests on their site. We took a look at Dollar.com's index page, which is also the start of their conversion funnel.

Here's a look at the index page:

What it is: The offer is the center of a marketing campaign. It's what you're giving to your customers in exchange for their money (or commitment, etc.).

What it's not: The CTA. That's your call to action that gets your customer to go through your conversion.

Last week I received a letter from the department of my graduate school alma mater, asking for money.

The letter began by touting the department’s features: “a real-world education focused on media convergence, a first-rate curriculum using cutting-edge technology,” and so on. It went on to explain that $75 could help fund a variety of programs, scholarships, and equipment.

The holidays are pretty much over, but we found a landing page this week with a holiday offer still up: Discover. This holiday message rotates through with several other messages, but we're going to specifically look at the holiday messaging on Discover's page. This is the main discover.com index page. They're running Adobe Test&Target, so we think it would be worth testing some of our ideas, outlined below.