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June 03 2008
LoveFilm conversions up 10% in four weeks
DVD rental service LoveFilm has seen subscription conversions increase by 10% in only four weeks after installing a new content management system that allows more user experience testing.
DVD rental service LoveFilm has seen subscription conversions increase by 10% in only four weeks after installing a new content management system from US firm Interwoven Optimost that allows the company to do more complex user experience testing and get faster test results.
"We were using a solution for our Web experience testing that proved prohibitively time consuming and didn’t allow for complex testing of thousands of variations with our designs," explains Craig Sullivan, digital and usability product manager at LoveFilm. "We were looking for the ability to run multiple iterations of testing very quickly by discarding elements that weren't contributing to our goals. And we wanted reliable data in which we could have full confidence."
Sullivan added that "Interwoven Optimost surpassed our expectations by providing an immediate improvement in conversion rate for the first round of testing. This provided us with insights into what designs and creatives drive our conversion for all our visitor segments. This was achieved within the first four weeks of testing, so we can see that given more time, the value of working with Interwoven Optimost is only going to increase.
"The speed of this process means we can now test even small design amends, making our online marketing spend work smarter, not harder."
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