Unlock the Value of Content to Maximize Online Business Performance
Segmentation and analytics. For many businesses, the creation of online offers, content and experiences is time-consuming, expensive and often follows a one-size-fits-all approach, resulting in a suboptimal customer experience. Segmentation and analytics solutions address this challenge by assisting business users in delivering both a richer and more targeted online experience. The solution helps businesses create, deliver, analyze and apply content to transform their online presence, giving marketers a flexible and agile solution for converting prospects into customers.
Segmentation and analytics solutions also make it easier to categorize, target and deliver relevant, personalized content to the right person at the right time. Systematically adding context and metadata to content, adding tags to all links on all pages, then delivering and tracking user interactions automatically are achieved by the use of analytics. Business users can then see and adjust which content elements exist for specific segments, and which elements are used globally across all segments.
Multivariable optimization. Website optimization is a process for determining what influences an online visitor to take a desired action—whether it’s clicking on an ad, filling in a form or ordering a product. The actions visitors take on websites are called "conversions" in marketing parlance. Conversions vary according to industries and business objectives. An ROI-driven optimization solution increases online sales and conversion rates by testing virtually limitless permutations of copy, offers, images, design, layout and rich media on website visitors and then statistically determining the most effective combination.
Some organizations implement straightforward A/B testing, which compares two (or a handful) of Web pages—splitting traffic evenly among them—to see which produces the best results. However, for the best outcome and the greatest efficiency, sophisticated marketers use multivariable testing and optimization. By optimizing multiple variables at once, you produce a greater total lift in conversion rates. True multivariable testing can take into account relationships and constraints among elements on a page, treating the website holistically and not as a series of independent, disconnected elements.
A strong website optimization solution provides multivariable testing based on the real-time behavior of online visitors. Sophisticated marketers should optimize the entire content on a website—everything from landing pages and rich media assets to images and video—to deliver the most compelling experience more efficiently and more effectively than ever before. The payoff is often double-digit increases in conversion rates and online sales—in other words, measurable business results.
Creating Better Customer Experiences
Competition across industries will only get fiercer. By creating compelling online experiences with persuasive content that both educates and informs customers, businesses can achieve competitive advantage, increase revenue and build loyalty. Companies can begin building and executing improved customer experiences by learning from their customers, creating a solid strategy with skilled and experienced professionals, aligning their organization, developing a content management strategy and carefully setting measurable goals.
Does Your Company Need a Content Strategy to Transform Your Online Business?Companies elect to implement content solutions because of problems in four general categories:
- Customer dissatisfaction due to poor content quality. Inaccurate, out-of-date, or incomplete information prevents customers from understanding the value of a company and its products. The resulting prospect and customer attrition causes reduced revenue and profitability.
- Inconsistent brand and messaging presentation. As brands and messages are implemented in different geographies, they can become distorted during the localization process. Inconsistency may also be introduced when brands and messages are altered to satisfy the requirements of different publishing media or distribution channels.
- Inability to implement rapid changes in marketing programs. Companies report delays of four months or more to roll out brand changes, new products or promotional campaigns to customers worldwide. These launch delays postpone revenue ramp, giving competitors an opening to poach customers.
- Customer process inefficiencies. Disconnected and wasteful customer experience processes add significant costs, limiting a company’s ability to deliver competitive pricing or extract profit premiums.
Interwoven is a global leader in content management solutions. Interwoven’s software and services enable organizations to effectively leverage content to drive business growth by improving the customer experience, increasing collaboration and streamlining business processes in dynamic environments. Our unique approach combines user-friendly simplicity with robust IT performance and scalability to unlock the value of content. Today, more than 3,900 enterprise and professional services organizations worldwide have chosen Interwoven, including Adidas, Airbus, Avaya, Cisco, DLA Piper, the Federal Reserve Bank, FedEx, HSBC, LexisNexis, Microsoft, Samsung, Shell, Samsonite, White & Case and Yamaha. To learn more about Interwoven, please visit
www.interwoven.com.