Leading UK Holiday Resort Company Selects Interwoven Optimost
Butlins Turns to Interwoven Multivariable Optimization Solution to Optimize their Web Presence
SAN JOSE, Calif., - December 17, 2007 - Butlins, the UK's favourite holiday destination, has selected the Interwoven Multivariable Optimization solution to increase visitor conversion rates on their popular Website - www.butlins.com. The Interwoven Multivariable Optimization solution, the newest addition to Interwoven's portfolio of offerings that help companies maximize their online business performance, became available on November 1, 2007, as a result of the acquisition of Optimost LLC.
Founded in 1936, Butlins pioneered the all inclusive family holiday concept. Famous for its live entertainment, Butlins guests can enjoy performances from a variety of international acts – including acrobats from Africa, circus troupes from Russia and street performers from the US as well as top U.K. pop stars such as Simon Webbe, Alesha Dixon and Ronan Keating. Each Resort offers fun-packed breaks for families and friends with great facilities such as the sub-tropical Splash Waterworld. Butlins, which takes in approximately 40 percent of their annual bookings online and generates around 400,000 unique visitors on the site per month, has increased their focus on the Web as a key component of their growth strategy.
In order to maximize online business performance, the company will use Interwoven Optimost to conduct multivariable testing throughout the Butlins' Website. Interwoven Optimost will help Butlins test multiple combinations of text and graphics simultaneously, identifying the optimum page design from millions of possible permutations, ultimately leading to an improved customer experience and increased bookings.
"We're very focused on conversion through every marketing channel and Interwoven will help us improve key areas of our Website with the initial focus on optimizing visitor journeys from the home page through to booking," said Kate Brett, online conversion manager at Butlins. "We're excited to begin using Interwoven Optimost to test the effectiveness of our various campaigns as a way to continually improve the customer experience and our online business performance."
"We are delighted to be working with Butlins, a stellar brand-name for fun and high quality holidays in the UK," said Greg Kelton, director Optimost EMEA at Interwoven. "Multivariable testing can have a profound impact on transforming a company's Web presence, and we look forward to working with Butlins to help them deliver a superior customer experience and continue to evolve their brand online."
About the Interwoven Multivariable Optimization Solution
The Interwoven Multivariable Optimization solution, delivered via a software-as-a-service model, helps companies with one of their biggest challenges: creating a compelling, engaging, and relevant online experience that delivers measurable business results. The solution optimizes virtually every online marketing element including landing pages, registration pages, shopping carts, credit card pages, banner ads, email creatives, and Web applications as well as every content type within them, including headlines, copy, forms, images, and rich media. By exposing different combinations of content to different visitors and then measuring visitors' actions, the Interwoven Multivariable Optimization solution can identify the most compelling combination of content and layout. Businesses can then offer the most effective presentation to visitors.
About Interwoven
Interwoven, Inc. (NASDAQ: IWOV) is a global leader in content management solutions. Interwoven's software and services enable organizations to maximize online business performance and organize, find, and govern business content. Interwoven solutions unlock the value of content by delivering the right content to the right person in the right context at the right time. Over 4,700 of the world's leading companies, professional services firms, and governments have chosen Interwoven, including Airbus, Amnesty International USA, Avaya, BT, Cisco, Citi, Delta Air Lines, DLA Piper, FedEx, Grant Thornton, Hilton Hotels, HKMP LLP, Hong Kong Trade and Development Council, HSBC, LexisNexis, MasterCard, Microsoft, Samsung, Shell, Sky Italia, Qantas Airways, Tesco, Virgin Mobile, and White & Case. A community of over 25,000 developers and over 300 partners enrich and extend Interwoven's offerings. To learn more about Interwoven, please visit www.interwoven.com.
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