BOSTON, MA--(Marketwire - July 10, 2007) - Companies that actively manage web content with
established business processes for measuring and improving content in terms
of conversion rates, landing page effectiveness, sales lift on promotions
and other page view metrics are forty times more likely to demonstrate
year-over-year net revenue increases. In a recent survey conducted by
Aberdeen, a Harte-Hanks Company (
NYSE:
HHS), nearly two-thirds of
Best-in-Class (BIC) survey respondents who deliver non-static web pages
reported an improvement in conversion rates. In fact, 99% of BIC companies
experienced improvement in average web site visit duration and the number
of web pages viewed per visitor as a result of their web content delivery
strategies.
Maximizing marketing effectiveness was identified as a top pressure by 55%
of Best-in-Class companies as the reason for implementing web content
management solutions, with 55% of BIC companies citing this as the top
reason for delivering dynamic website content. The need to generate
revenue was identified by 33% of BIC companies as the second pressure
causing them to utilize web content management solutions. On the other
hand, those companies performing below the industry average cited the need
to strengthen the brand as a top motivator for exploring online content
management.
BIC companies are addressing these pressures in a number of ways. They are
building and maintaining unique customer profiles as a means of collecting
the necessary information to guide visitors through the online environment.
A majority of BIC companies also have specific systems in place to gauge
content effectiveness for conversions (62%) as a way of assessing the
quality of marketing.
"The web has largely become the first point of contact for business
interactions with customers, partners, and employees, thereby making a
positive online impression a necessity for companies," says John Lovett, a
research analyst at Aberdeen. "Companies that consider the effects of
content management and delivery practices in perspective of their entire
business tend to achieve better results."
This research report, underwritten by ClickCommerce, RedDot and Tridion,
educates readers on how to gain a competitive advantage by utilizing online
content management systems. It also provides the results that BIC
companies have seen across key metrics after employing online content
management systems and compares these companies to the Industry Average and
Laggards who have not yet pursued a similar strategy.
To obtain a complimentary copy of the report, visit:
http://www.aberdeen.com/link/sponsor.asp?cid=4010
About Aberdeen Group, a Harte-Hanks Company
Aberdeen is a leading provider of fact-based research and market
intelligence that delivers demonstrable results. Having benchmarked more
than 30,000 companies in the past two years, Aberdeen is uniquely
positioned to educate users to action: driving market awareness, creating
demand, enabling sales, and delivering meaningful return-on-investment
analysis. As the trusted advisor to the global technology markets,
corporations turn to Aberdeen™ for insights that drive decisions.
As a Harte-Hanks Company, Aberdeen plays a key role of putting content in
context for the global direct and targeted marketing company. Aberdeen's
analytical and independent view of the "customer optimization" process of
Harte-Hanks (Information - Opportunity - Insight - Engagement -
Interaction) extends the client value and accentuates the strategic role
Harte-Hanks brings to the market. For additional information, visit
Aberdeen
http://www.aberdeen.com or call (617) 723-7890, or to learn more
about Harte-Hanks, call (800) 456-9748 or go to
http://www.harte-hanks.com.
© 2007 Aberdeen Group, Inc., a Harte-Hanks Company
260 Franklin Street
Boston, Massachusetts 02110-3112
Telephone: (617) 723-7890
Fax: (617) 723-7897
www.aberdeen.com
Contact Information: Media Contact:
John Lovett
Aberdeen Harte-Hanks
(617) 854-5306
john.lovett@aberdeen.com