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FT.com increases click through rate by over 350% with autonomy optimost
Autonomy Corporation plc, a global leader in infrastructure software for the enterprise, today announced that The Financial Times, one of the world’s leading business news organizations, recognized internationally for its authority, integrity and accuracy, has selected Autonomy Optimost to increase subscription rates on its website, FT.com, which boasts up to 10 million unique users and 50 million page views per month.
Due to the recent economic downturn and its impact on the publishing industry and in particular the advertising market, FT.com recognised the need to shift its focus from cyclical ad revenues to stable content with an increased focus on subscription revenues. FT.com employs a three-level approach to increase traffic and subscriptions. Visitors are granted access to up to two articles per month anonymously, up to ten pieces of content in exchange for providing some details, and unlimited access to all content upon paid subscription. FT.com identified that in order to increase the paid subscriptions, they needed to optimise their subscription barrier page.
Through Autonomy Optimost’s unique multivariable testing, carried out solely on one web page, FT.com has seen an increase in CTR of over 350%, combined with a 50% increase in conversion rates, delivering an immediate increase to revenue. This has been the result of subtle changes to the page layout, wording and presentation identified through a series of concurrent tests with results based on actual user habits and reactions.
"In just a few months having Autonomy Optimost functionality on our site has revolutionized marketing decision-making by introducing certainty to our assumptions," commented Sandra White, Marketing Manager for FT.com. "Where we previously had to fit marketing enhancements into the queue with other site developments, Autonomy Optimost has given us the capacity to make changes and deliver improvements in a shorter time-frame."
Autonomy Optimost allows the marketing team at FT.com to base their decisions on solid figures, rather than subjective opinions whilst reducing the need for long IT processes. FT.com previously invested heavily in driving SEO, PPC and partnerships but owing to the lack of a vigorous multivariable testing mechanism decisions had been primarily based on guesswork.
"Autonomy Optimost has delivered excellent tracking, a fantastic reporting console where everything is calculated according to statistical significance," continued Sandra White. "Having concrete figures means the difference between running with creative and offers based on subjective views and what actually works."
Due to the staggering results, FT.com plans to carry out further tests on additional pages in order to optimise every step of the sign up process, even looking to incorporate innovative segmentation and persona targeting by type of visitor. In addition, plans are also underway to look at expanding the use of Autonomy Optimost’s technology into other areas of FT.com, outside of the subscriptions team.
"Autonomy Optimost’s unique approach to multivariable testing supplements quantitative data with conceptual, meaning-based information, enabling targeting and otpimisation at the individual level," said Greg Kelton, Autonomy Optimost VP EMEA. "We are delighted that The Financial Times has selected Autonomy Optimost to drive up conversion rates on FT.com and is already seeing significant results."
Please visit www.optimost.com to find out more. 09.10.2009, Autonomy/Interwoven
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