Interwoven Confidential

Optimising Web content for maximum impactFrom Content Management to Revenue Conversion

James MurrayVP EMEA

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“50% of my advertising spend is wasted but I don’t know what 50%”

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…spending on the web is now greater than spending on trade print. The Interactive Marketer has much greater insight

into CAUSE AND EFFECT and what drives sales.

Marketing 1.0 Marketing 2.0

Commercials Product placements

Press releases Blog posts

Direct mail Email

Push content Pull content(Search Engine Marketing)

Collateral Videos/podcasts/vcasts

Seminars Webinars/Virtual Environments (i.e 2nd Life)

Business generated content User generated content & product innovation

Building websites Building communities/social networks

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So much so that its time to slaughter the sacred cow...the web offers optimisation of ad &

marketing spend…

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…with high cost search driving customers to the site, the new battle ground is conversion.

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…and avoiding the dreaded back button at all cost…

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How to drive conversion relevance - how targeted your site is to that customer e.g. 18-25

year old.

Mozart The Darkness

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…and by customer experience encouraging the consumer buying behavior…

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…and by the assortment of offers determined by your ability to get ideas to …

40% of revenue in retail is promotions

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So why are companies struggling to make money and gain

market share?

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The web is a more efficient way of “Spraying and praying”

1. Targeting is poor

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The organisation is a series of island of automation

MarketeersIT – Content

and Operations teams

Poorly targeted

2. Too long to get to market

One way flow for information

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Targeting Tactics and Examples

Profile driven• Business rules push content to

customer segments

Anonymous• Targeting to anonymous users

Profile driven• Business rules push content to

customer segments

Anonymous• Targeting to anonymous users

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DeployPublish to the Web

The Business Experience The Customer Experience

Create

Deploy

AnalyzeAnalyze

Behavior, campaign performance

Createsites and contentWebsites, promosoffers

Powering the Online Marketing Cycle

A B

DC

E

F

GH

I J

Optimize

Target

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Solution is Closed Loop Marketing

The Marketer’s Experience The Customer Experience

Create

Analyze

Deploy

Optimize

Target

Increase Speed to Market relevancy & consistency across

all channels

Speed deployment (75%), decrease risk

Improve conversion

rates

Right content, Right person, Right time = Increase net

promoter score

Reduced IT involvement

Increased customer satisfaction =

increased sales

…this is why Interwoven’s closed marketing loop solution is so powerful.

Analyse ROI

Focus Resources on largest return

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AA BB

CC DD +34.9%

+17.4%

+21.9%

Control

Increase Conversion Rates

• Which option drove biggest return?

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AA

BBControl+7.6%

-11.2%

CC

Which Landing Page Option drove more response?

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More Proof on the Value of Optimising Content

• Delta• After filing for bankruptcy, Delta needed to increase revenue from

their site

• €11 million in incremental revenue in 2007

• QVC• Stagnant subscriber growth for their e-newsletter

• Increased revenue by 4.3% and average order value by 15.5%

• ING Direct• Extremely competitive business where its hard to compete on

anything other than price

• Winning 11% in terms of Completed Applications

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Solidworks: Little changes can make a big impact

ProfileSolidWorks is the leader in 3D CAD technology, empowering product design teams with intuitive, high performance software that is powerful and easy to use. Their software is used by over 1/2 million product designers and engineers worldwide.

Challenges

• As a BtoB site, SolidWorks does not receive same level of traffic as a consumer site

• Products are designed for a very specific audience

• Testing would have to produce statistically significant results despite small sample size

• Multiple products shown on one page

• Must track downloads for all items

• Multiple steps from test page to conversion page

Results

• 7 variables tested, simulating 18,000 page creatives.

• Winning creative increased download of SolidWorks software by 9.6%

• Learned that minor changes made a difference

• How buttons are displayed

• Simple text subheaders

• Bolding and formatting

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Questions and Answers

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Thank You

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© Copyright 2007

• This confidential publication is the property of Interwoven, Inc. No part of this presentation may be reproduced, translated into another language or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written consent of Interwoven, Inc.

• Some or all of the information contained herein may be protected by patent numbers: US # 6,505,212, EP / ATRA / BELG / DENM / FINL / FRAN / GBRI / GREC / IREL / ITAL / LUXE / NETH / PORT / SPAI / SWED / SWIT # 1053523, US # 6,480,944, US# 5,845,270, US #5,384,867, US #5,430,812, US #5,754,704, US #5,347,600, AUS #735365, GB #GB2333619, US #5,845,067, US #6,675,299, US #5,835,037, AUS #632333, BEL #480941, BRAZ #PI9007504-8, CAN #2,062,965, DENM / EPC / FRAN / GRBI / ITAL / LUXE / NETH / SPAI / SWED / SWIT #480941, GERM #69020564.3, JAPA #2968582, NORW #301860, US #5,065,447, US #6,609,184, US #6,141,017, US #5,990,950, US #5,821,999, US #5,805,217, US #5,838,832, US #5,867,221, US #5,923,376, US #6,434,273, US #5,867,603, US #4,941,193, US #5,822,721, US #5,845,270, US #5,923,785, US #5,982,938, US #5,790,131, US #5,721,543, US #5,982,441, US #5,857,036, GERM #69902752.7or other patents pending application for Interwoven, Inc. Misappropriation of the information contained in this publication may be a violation of applicable laws.

• © Copyright 2006 Interwoven, Inc. All rights reserved. ANY RESOLUTION, ANYWHERE, CONFIRMSITE, CONTROLHUB, DESKSITE, FILESITE, IMANAGE, IMANAGE & DESIGN, INTERWOVEN, INTERWOVEN & DESIGN, INTRAGO, LIVESITE, MEDIABIN, METACODE, METAFINDER, METASOURCE, METATAGGER, OFFSITE, OPENDEPLOY, PRIMERA, SMARTCONTEXT, SMARTPUBLISHER, STING, STING TECHNOLOGY & DESIGN, TEAMCATALOG, TEAMSITE, TEAMTURBO, TEAMXML, TEAMXPRESS, WORKDOCS, WORKPORTAL, WORKROUTE, WORKSITE, WORKTEAM, the respective taglines, logos and service marks are trademarks of Interwoven, Inc., which may be registered in certain jurisdictions.

• All other trademarks are owned by their respective owners.