In the online return optimization processes for our clients, we often use so-called AB tests to determine, based on actual customer behavior, which changes do and do not yield returns. This is an integral part of the continuous improvement process we carry out in our work.

We regularly publish (in consultation with the client, of course) these types of AB tests as cases on platforms such as webanalists.com. Whichtestwon is the website of Anne Holland (once founder of Marketing Sherpa, say the American Marketingfacts), where every week such an AB test case is covered with the simple question: which one do you think won? Whichtestwon has created a jury award to highlight the very best AB tests.

Last week the awards were presented for the best AB tests of 2010. The judges included such renowned names as Len Shneyder, Bryan Eisenberg and, of course, Anne Holland herself. There were more than 200 entries of which 36 cases qualified for a zliver or gold AB test award. Among the winners were companies such as MSN, Dell and SAP and internationally known agencies such as FutureNow and WiderFunnel. From the Netherlands, Traffic4U received a silver award, Tribal-IM received an honourable mention and we won no less than 3 awards! Together with Dell, this made us the big winner of the ceremony and the first Dutch agency with a gold AB test award!

On webanalists.com you will find An overview of our winning practice cases. Whichtestwon's jury comments can be found here:

• Best button tests 2010: Silver: Valk.com / Online Dialogue
• Best b2c ecommerce tests 2010: Gold: Fonq.nl / Online Dialogue
• Best travel & hospitality tests 2010: Silver: Valk.com / Online Dialogue

An overview of all winning cases can be found here.