Mar 26, 2014
HP's cloud digital marketing solution optimizes new websites and generates double digit increase in online conversions
PALO ALTO Calif., March 26, 2014 - HP Autonomy today announced that BSI (British Standards Institution), is using HP Optimost to enhance its online customer experience for individuals and businesses booking training courses online in the UK.
BSI is the business standards company that works with over 70,000 clients in 150 countries worldwide to help them turn standards of best practice into habits of excellence. BSI offers clients training, which provides practical guidance for implementation alongside a suite of compliance tools to achieve and maintain certification.
BSI enables customers to purchase these training courses online. As with any web-based service, BSI's success hinges on delivering a superior online customer experience and giving their customers the right information at the right time.
BSI recently embarked on an initiative to redesign all global websites including the section dedicated to training course bookings online. This formed part of a rebrand strategy, as the organization aimed to change its image from that of a box-ticking auditor to a driver of business improvement. To ensure success, thorough testing was needed for the new websites. In addition to addressing the look and feel, the redesign had been implemented to overcome the cumbersome and confusing way content had been presented to customers.
Leading up to and following the launch of the new websites, BSI delivered a number of tests using HP Optimost to inform its web design and to build the best possible web experience for its customers. HP Optimost tests combinations of web elements including layout, graphics, text and calls to action. BSI included tests that were designed to ensure web pages associated with its UK training courses were optimized to deliver the right content, to the right customer, at the right time in the customer journey.
One particular test focused on the way that the training course overview web page was presented. The test ran for 2 weeks and impacted 5,000 visitors. The winning design delivered a 16 percent increase in conversions to booking the training course online. Refinement tests were then carried out, which generated an overall increase in conversions of 25 percent.
The focus of the testing program then shifted to web page content that encompassed the wider sales funnel around the training courses on offer. Collaboration between BSI and HP Autonomy resulted in a winning design that delivered an eventual 25 percent increase in traffic to the training course overview web page. The ongoing testing process has delivered consistent, incremental improvements to the customer journey and conversion rates.
"The overall effect of these tests in monetary terms was quite frankly staggering, and can be directly attributed to the testing program using HP Optimost," said Mark Fassbender, head of global web performance, BSI. "We have seen a 40 percent increase year on year in UK training revenue directly attributed to the website for courses booked."
"While businesses today are confronted with a range of alternatives when it comes to their digital market investments, HP Optimost continues to lead the market in generating proven and measurable increases in online engagement and revenue," said Lesley Dunn, head of digital marketing, EMEA, HP Autonomy. "The increases in conversion rates and direct impact on increases in revenue experienced by BSI using HP Optimost are something that we continually hear from our customers."
Additional information about HP Optimost is available at www.autonomy.com/products/optimost.
About HP Autonomy
HP Autonomy is a global leader in software that processes unstructured human information, including social media, email, video, audio, text and web pages. Using HP Autonomy's information management and analytics technologies, organizations can extract meaning in real time from data in virtually any format or language, including structured data. A range of purpose-built market offerings help organizations drive greater value through information analytics, unified information access, archiving, eDiscovery, enterprise content management, data protection and marketing optimization. Additional information is available at www.autonomy.com.
HP creates new possibilities for technology to have a meaningful impact on people, businesses, governments and society. With the broadest technology portfolio spanning printing, personal systems, software, services and IT infrastructure, HP delivers solutions for customers' most complex challenges in every region of the world. More information about HP (NYSE: HPQ) is available at http://www.hp.com/.
This news advisory contains forward-looking statements that involve risks, uncertainties and assumptions. If such risks or uncertainties materialize or such assumptions prove incorrect, the results of HP and its consolidated subsidiaries could differ materially from those expressed or implied by such forward-looking statements and assumptions. All statements other than statements of historical fact are statements that could be deemed forward-looking statements, including but not limited to statements of the plans, strategies and objectives of management for future operations; any statements concerning expected development, performance, market share or competitive performance relating to products and services; any statements regarding anticipated operational and financial results; any statements of expectation or belief; and any statements of assumptions underlying any of the foregoing. Risks, uncertainties and assumptions include the need to address the many challenges facing HP's businesses; the competitive pressures faced by HP's businesses; risks associated with executing HP's strategy and plans for future operations; the impact of macroeconomic and geopolitical trends and events; the need to manage third-party suppliers and the distribution of HP's products and services effectively; the protection of HP's intellectual property assets, including intellectual property licensed from third parties; risks associated with HP's international operations; the development and transition of new products and services and the enhancement of existing products and services to meet customer needs and respond to emerging technological trends; the execution and performance of contracts by HP and its suppliers, customers, clients and partners; the hiring and retention of key employees; integration and other risks associated with business combination and investment transactions; the execution, timing and results of restructuring plans, including estimates and assumptions related to the cost and the anticipated benefits of implementing those plans; the resolution of pending investigations, claims and disputes; and other risks that are described in HP's Annual Report on Form 10-K for the fiscal year ended October 31, 2013, and that are otherwise described or updated from time to time in HP's Securities and Exchange Commission reports. HP assumes no obligation and does not intend to update these forward-looking statements.
© 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial errors or omissions contained herein.
Mark Gyles, HP Autonomy
+44 7788 312269