Multivariate testing increases site visits and turns browsers into conversions

NASHUA, N.H., July 29 /PRNewswire/ -- Lloyds TSB Commercial Finance is using the Ektron Marketing Optimization Suite to drive dramatic improvements in site traffic and lead conversions on www.ltsbcf.co.uk . This success story was documented in a recent case study now available online .

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Charged with raising market awareness of the bank's asset-based lending products, driving new business leads through Lloyds TSB Commercial Finance's online presence and capturing customer data, Ektron Elite Partner, Freestyle Interactive undertook a comprehensive redesign of http://www.ltsbcf.co.uk .

"As our main way of recruiting new customers, the website is critical to the success of the Commercial Finance business," notes Keith Bennett, Lloyds TSB commercial finance e-commerce and online channel manager. Built on the Ektron Web content management platform, one of the new site's major features is a "Quick Quote" calculator which calculates the size of loan dollars available to a prospect, based on turnover and size of invoices, providing users an instant loan value.

Continuous Improvement with Multivariate Testing

The multivariate testing feature of the Ektron content management system and marketing optimization suite are being utilized by the Lloyds TSB Commercial Finance marketing teams to manage campaign content and to run multivariate tests focused on use of the online quote calculator. Multivariate testing allows marketers to test ideas with real site visitors, letting their actions determine what does, and what doesn't, work.

"As well as managing the performance of the site itself, we're also managing the performance of all Lloyds TSB Commercial Finance online marketing activity," says Freestyle Interactive Director Andy Wood. "This includes bringing together a complex set of performance metrics used to optimize marketing activity and drive segmentation, targeting and channel planning activity."

"Our new site takes usability and conversion to another level," says Keith Bennett. Since launching in December 2009, the new Lloyds TSB Commercial Finance site has already recorded some impressive metrics, for example:

• Site visits are up 90 percent
• Overall leads have increased 150 percent
• Conversion rate (visitor to registered lead) increased 30 percent

For additional information on the benefits of Multivariate test read the recent whitepaper entitled, Fail Faster with Mutivariate Testing.  

About Ektron

Ektron Inc. has innovated web technology since 1998. By integrating web content management (WCM), marketing optimization and social software, Ektron's software and solutions improve operational efficiency, drive revenue growth and build customer loyalty. Ektron empowers marketers to create, publish and optimize web content that engages, converts and retains customers. Developers benefit from Ektron's extensibility and commitment to the Microsoft .NET framework. Headquartered in Nashua, New Hampshire, with offices in Australia, Canada, Singapore and the United Kingdom, Ektron has more than 8,000 customers worldwide including Carnegie Hall, Home Depot, Kodak, Microsoft, NASDAQ, Texas Children's Hospital and the University of Notre Dame. For more information, please visit www.ektron.com .

SOURCE Ektron Inc.

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