One of the Largest Online Subscription Companies Finds Marketing Accountability Through SiteCatalyst Data
OREM, Utah - July 10, 2003 Omniture, a leader in providing adaptable, next-generation web analytics to large, complex websites, today announced that MyFamily.com, the leading online network connecting families, has increased site conversion rates by 64% utilizing Omniture's award winning product SiteCatalyst™.
"One of the things we discovered since using SiteCatalyst is that the right information can empower our staff," said Daren Thayne, chief technology officer for MyFamily.com. "Before implementing the product, everyone in our organization had an opinion on the right user interface for our pages. A debate would ensue regarding making changes to portions of the site that resulted in paralysis because a consensus could not be made. Now, we have the philosophy of stop arguing about it, just test it."
This philosophy was put in place to test one of MyFamily's most important pages - the Deny Page. This page is shown when a visitor tries to access information that is reserved for paying subscribers. The goal of the page is to push the visitor toward subscription.
Mr. Thayne explains, "The deny page we had been offering provided relatively limited information. One of our engineers had the idea that if we provided visitors with slightly more information in a different format we would see an increase in conversions. Using this premise, we created a new page and ran an A/B Test comparison to determine which page performed best. What we discovered was amazing. On our US Records Collection, we saw a 64% improvement with the new page. On the U.K. and Ireland Collections, we saw a 77% improvement with the new page. On our Census Records Collection, we saw a lower rate of conversion with the new page so we reverted back to the original design for this collection. This would have been nearly impossible to accomplish without SiteCatalyst."
SiteCatalyst is one of the industry's most mature remotely hosted web-analytics solutions. It enables marketing managers to see in real-time all the factors that influence the success of their online businesses. SiteCatalyst provides bottom-line information that measures the effectiveness of websites and marketing initiatives allowing for immediate action on factors that most influence success. The interface is customizable and easy to use giving access to information anytime, anywhere over the Internet.
"Empowering decision makers with the right information in real-time allows for greater results," said Josh James, chief executive officer of Omniture. "MyFamily.com use of SiteCatalyst illustrates this fact. We are please to see the results they have received, and anticipate their continued success."
Additional information regarding the results MyFamily.com has seen as a result of their use of SiteCatalyst can be found in their case study located on the Omniture website http://www.omniture.com/case_studies.html
For more information about Omniture and SiteCatalyst™, please visit our website at www.omniture.com.
About Omniture
Omniture, Inc., headquartered in Orem, Utah, is the pioneer of next-generation web analytics technology and is the most experienced provider of adaptable solutions to large, complex websites. Omniture develops and markets SiteCatalyst, which has been designed specifically for the needs of enterprise companies to monitor visitor and commerce activity, identify specific points of change, and drive business decisions that increase ROI. Cutting-edge technology has resulted in an impressive client list, which includes AOL Time Warner, Gannett, Microsoft, Maytag Corporation, Media News Group, VeriSign and Hewlett Packard.
About MyFamily.com, Inc.
www.myfamily.com
MyFamily.com, Inc. is among the largest online subscription businesses, with over one million paid subscriptions and more than 10 million people using its Web resources every month. A next-generation media company, MyFamily connects families with their histories and one another. The company enriches the lives of its customers by providing the tools, content and community that empower them to find the people most important to them and share their unique family stories. The MyFamily network of Internet properties includes: MyFamily.com, Ancestry.com, Genealogy.com, and RootsWeb.com. The Company also publishes Family Tree Maker, the #1 selling family tree software, Ancestry magazine, Genealogical Computing magazine, over 50 book titles, and numerous databases on CD-ROM.
