BSI Boosts Online Sales with HP Autonomy

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.

About HP

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Mark Gyles, HP Autonomy
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mark.gyles@hp.com

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