Interwoven Confidential Optimising Web content for maximum impact From Content Management to Revenue Conversion James Murray VP EMEA

Interwoven Confidential2 “50% of my advertising spend is wasted but I don’t know what 50%”

Interwoven Confidential3 …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 1.0Marketing 2.0 CommercialsProduct placements Press releasesBlog posts Direct mail Push contentPull content(Search Engine Marketing) CollateralVideos/podcasts/vcasts SeminarsWebinars/Virtual Environments (i.e 2nd Life) Business generated contentUser generated content & product innovation Building websitesBuilding communities/social networks

Interwoven Confidential4 So much so that its time to slaughter the sacred cow...the web offers optimisation of ad & marketing spend…

Interwoven Confidential5 …with high cost search driving customers to the site, the new battle ground is conversion.

Interwoven Confidential6 …and avoiding the dreaded back button at all cost…

Interwoven Confidential7 How to drive conversion relevance - how targeted your site is to that customer e.g year old. Mozart The Darkness

Interwoven Confidential8 …and by customer experience encouraging the consumer buying behavior…

Interwoven Confidential9 …and by the assortment of offers determined by your ability to get ideas to … 40% of revenue in retail is promotions

Interwoven Confidential10 So why are companies struggling to make money and gain market share?

Interwoven Confidential11 The web is a more efficient way of “Spraying and praying” 1. Targeting is poor

Interwoven Confidential12 The organisation is a series of island of automation Marketeers IT – Content and Operations teams Poorly targeted 2. Too long to get to market One way flow for information

Interwoven Confidential13 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

Interwoven Confidential14 Deploy Publish to the Web The Business ExperienceThe Customer Experience Create Deploy Analyze Behavior, campaign performance Create sites and content Websites, promos offers Powering the Online Marketing Cycle A B D C E F G H I J Optimize Target

Interwoven Confidential15 Solution is Closed Loop Marketing The Marketer’s ExperienceThe Customer Experience Create Analyze DeployOptimize 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

Interwoven Confidential16 A A B B C C D D +34.9% +17.4% +21.9% Control Increase Conversion Rates Which option drove biggest return?

Interwoven Confidential17 A A B B Control +7.6% -11.2% C C Which Landing Page Option drove more response?

Interwoven Confidential18 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

Interwoven Confidential19 Solidworks: Little changes can make a big impact Profile SolidWorks 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

Interwoven Confidential20 Questions and Answers

Interwoven Confidential21 Thank You

Interwoven Confidential22 © 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 # , 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 #GB , US #5,845,067, US #6,675,299, US #5,835,037, AUS #632333, BEL #480941, BRAZ #PI , CAN #2,062,965, DENM / EPC / FRAN / GRBI / ITAL / LUXE / NETH / SPAI / SWED / SWIT #480941, GERM # , JAPA # , 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 # or 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.