OPTIMIZE AND MEASURE YOUR WEB CAMPAIGNS

PRODUCT

INTRO

» With EPiServer Campaign Monitor and Optimization (CMO)

you can easily measure and monitor campaigns on your

Web site and optimize your landing pages.

» Now, you have a tool where you get an instant answer on

how your campaigns are performing and which landings

pages are delivering the best result. You don’t need any

technical skills and can easily test and analyze the result

yourself.

» It has never been easier to measure your Web presence

INTRODUCTION

» EPiServer CMS 5 module, fully

integrated with EPiServer CMS

» Licensed per CMS 5 Web site

» Support for CMS 5 version:

- SP3, R2, R2 SP1, R2 SP2

» Release in October 09

FACTS

» For all users who need a tool to test, monitor and optimize

Web site effectiveness and measure performance against

campaign goals

- Marketing directors

- Site owners

- Product- and Sales managers

- Agencies

- Others

TARGET GROUPS

» Partner offer (Before launch)

» Anytime in the Web lifecycle (After launch)

» When upgrading to EPiServer CMS 5/6

» When moving to EPiServer hosting

» As part of package

» And more!

BUYING SITUATIONS

MAIN BENEFITS

» Real time monitoring

• Find out exactly how effective your online communication is on your Web site(s) through real time

monitoring. You will receive immediate feedback and an instant understanding of how your Web

users are responding to your campaign.

» Key Performance Indicators

• Ability to clearly measure performance against campaign goals. Set as many KPIs as you like and

view your KPI performance displayed graphically in real time.

» Test and optimize your landing pages

• Easy optimization of the campaign by analyzing and testing your landing pages. Set the test

period and then choose the winner and kill the losers. Ability to run perpetual testing; new

challengers versus the champion.

» Campaign statistics

• Complete access to vital statistics such as number of visitors, new and returning visitors, page

views, visit duration times, user info, browser types.

» Shorter time to market

• Ability to act immediately on test results and shorten the time to market and deployment for the

campaigns since EPiServer CMO is completely integrated with EPiServer CMS.

PRODUCT

FEATURESEPiServer CMO 1.0 CTP

(Preview version)

Landing Page Optimizer

(LPO)

LPO, Landing Page Optimizer

» A/B testing – Well established method in the market

» Switching incoming traffic between landing pages based on

predefined % value

- Original page (CMS page)

- Variation 1 (CMS page version)

- Variation 2 (CMS page version)

» Measures when a user enter the common Conversion page

- E.g. the “Thank you page” after a form registration.

» Finalize the test, during the test or after the test period

- Publish the test winner

» Excel export

The LPO-test flow

Landing pages (Page variations)

Conversion Page. Users are tracked

from the landing page version to the

conversion page

LPO Report in CMO shows which

landing page has attracted users to

visit the conversion page

Web pages users visit in between

Web visitors are randomly

showed different landing pages

LPO test scenario

» The Marketing department wants to increase the number

of Web registrations for the upcoming customer event

- The marketing assistant decides to test different ways of attract Web visitors

to register for the event by:

1. Creating three variations of one Web page in EPiServer CMS. The pages have

different appearance (e.g. headings, images, and content and *layout)

2. Creating a new LPO-test in CMO

3. Select the created page and page variations to be included in the test

4. Select the conversion page for the test.

- The test will start and visitors will randomly be switched between the page

variations during the test period.

5. Finalize the LPO-test by choose the test winner. The winner will be the new

published versions of the page.

- The result will be more attendees at the customer event and more effective

and attractive communication towards your target group!

*Layout changes can be made more easily with EPiServer Composer

LPO test – Step 1

» Create new page variations in CMS

» Create new or select the Conversion page

Original (Published page) Variation 1 (Unpublished page version) Variation 2 (Unpublished page version)

Conversion page

LPO test – Step 2

» Create a new LPO test in CMO

» Give the test a name

» Select the test period

» Select the original page

» Select the page variation of that page

» Select Conversion page

» The test starts automatically LPO Test - Settings

LPO test – Step 3

» Monitor the test result in real time

- Note! To get relevant test values, test data

from the test will not be show until a minimum

number of conversions has been reached (100 Conversions is the default value, configurable in CMO settings

in CMS Admin, )

» Finalize the test

- Select the winner based on the test result

- You can finalize the test during a active test

or after the test period

» The selected winner will be the new

published version

LPO Test - Report

Campaign Monitor

Campaign Monitor

» Create and monitor independent selected pages in CMS

as a campaign

» Main functions

- General Statistics are stored for selected pages

• Statistics of Campaign pages, independent and for the whole campaign

- KPI, Key Performance Indicators

• Define and measure different predefined actions on the Web pages

• Plan and budget for an estimated KPI value for the campaign

- Conversion paths

• Monitors the users’ conversion rates between predefined Web pages.

- Live Monitor

• Real time monitoring of users visiting the campaign pages

Campaign Monitor - overview

Campaign Report (Summary)

Live Monitor

General statistics

(Detailed view per page)

KPI

(Detailed view per page)

Conversion paths*

(Detailed view)* NOTE! Not included as a function in CMO 1.0 CTP release.

General statistics

» Detailed statistics of the campaign pages during the

campaign period

- Number of visits

- New and returning visitors

- Number of page views

- Visit duration times

- Browser types

» Statistics per page or

for the whole campaign

» Analyze statistics from

specific dates

KPI, Key Performance Indicators

» Define and measure different predefined actions on

the Web pages

• KPIs are converted into KPI values, (e.g. points, €, £, $, kr)

• Plan and budget for an estimated KPI value for the campaign period

» Monitor the result in real time

• KPI details per page or summary for

the whole campaign

» KPI values can be set on actions*

• Downloads of files

• Web form postings

• Web page visits

• Incoming traffic to a page from a specific URL (to track users from specific

Web sites banner ads and more)

* To achieve full functionality some customization of the product needs to be done.

KPI - Types

HTTP Referer – KPI

http://www.customer.com

http://subdomain.customer.com

Specific URL: http://adserver.adtech.de/?adlink|3.0|552|1110008|1|16|AdId=2311492;BnId=1;link=http://www.foretagsinfo.se

Page view - KPIX-Form - KPI

Download of files*

Thank you Page

*Requires a custom CMS download template + Page view KPI

+

Conversion Path*

» Monitors the users’ conversion rates between

predefined Web pages.

- Support for up to four CMS pages in one path

» Reach a deeper understanding of your Web visitors’

behavior to optimize the Web site and achieve better

results.

* NOTE! Not included as a function in CMO 1.0 CTP release.

Live Monitor

» Monitor campaign visitors in real time

- View the visitors on campaign pages in a unique user interface

- Shows campaign pages location in Web site hierarchy

- Current visitors list with referrer information

- History list

- Real time updates

- Statistics

SYSTEM REQUIREMENTS

» Supported EPiServer CMS versions

» CMS 5 SP3 , R2, R2 SP1, R2 SP2 and later versions

» Server Operative Systems and Supported Databases

» Microsoft Windows Server 2003/2008 IIS6/IIS7

» Microsoft SQL 2005/2008

» Client Requirements for CMO users

» Microsoft Windows XP, Vista, MacOSX 10.5

» Supported browsers IE 6, 7, 8 and Firefox 3

» Microsoft Silverlight 3

NEAR

FUTURE

CMO iPhone Support

CMO Gadgets

for SiteCenter

in EPiServer 6!

PRODUCT

CONTACT

» Per Rask

» per.rask@episerver.com

PRODUCT MANAGER