May 28, 2008, 12:00 AM

LoveFilm.com converts 10% more subscribers with content management

LoveFilm International Ltd., a European online DVD rental and games subscription service, generated a 10% increase in subscription conversions on its web site, LoveFilm.com, using new content management technology.

Paul Demery

Managing Editor, B2B E-commerce

LoveFilm International Ltd., a leading European online DVD rental and games subscription service, generated a 10% increase in subscription conversions on its web site, LoveFilm.com, using new content management technology.

LoveFilm, which has more than 600,000 members, experienced the increase in conversions within four weeks of implementing the Interwoven Optimost Website Optimization solution, the retailer says. LoveFilm says it was looking for technology to shorten test lifecycles and give faster 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,” says 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.”

Using Interwoven Optimost, LoveFilm almost immediately experienced an improvement in conversion rate for the first round of testing, Sullivan says.

“This provided us with insights into what designs and creatives drive our conversion for all visitors segments,” he says. “The speed of this process means we can now test even small design amends, making our online marketing spend work smarter, not harder.”

LoveFilm operates in the United Kingdom, Sweden, Norway, Denmark and Germany. The retailer offers more than 65,000 titles that it makes available for rent through the mail. Customers can download to rent or download to own from a choice of over 2,500 titles.

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