-- Keynote's On-Demand WebEffective Tool and 'True Intent' Custom
Research Enable Bath & Body Works to Continually Enhance
Customers' Experience on its Web Site and Prioritize Site
-- Bath & Body Works Expects Site Enhancements to Help Convert
Site Visitors to True Multi-Channel Customers
SAN MATEO, Calif.--(BUSINESS WIRE)--Jan. 24, 2008--Keynote Systems
(Nasdaq:KEYN), the global leader in on-demand mobile and Internet test
& measurement solutions for continuously improving the online
experience, today announced that Bath & Body Works, a division of
Limited Brands, Inc., recently completed its second WebEffective(R)
True Intent customer experience research study. With this study, the
Keynote WebEffective on-demand research tool was used to perform
comprehensive behavioral and attitudinal research on more than 400
site visitors to determine how customers experience the Bath & Body
Works site. Bath & Body Works commissioned the Keynote usability
research study as part of its ongoing effort to improve the online
customer experience of its Web site and ultimately convert site
visitors into true multi-channel customers.
"With traditional usability studies, you can recruit only a few
dozen people who require an incentive to participate. You then observe
them in a special room, often with a facilitator, which obviously
creates a very artificial environment," said George Hitler, Web
operations manager at Bath & Body Works. "With a WebEffective True
Intent study, Keynote offered the unique ability to both conduct an
online research study and to track actual customer behavior. Keynote's
WebEffective technology allowed us to do this quickly, efficiently,
and on a large scale."
In performing the Keynote True Intent study, WebEffective was used
to intercept visitors who came to the Bath & Body Works site on their
own power and invite them to participate in a study. After qualifying
these visitors, the WebEffective tool watched them do what they came
to the site to accomplish and asked them questions based on the tasks
they performed during their visit. Said Hitler, "It's as close as you
can get to a true user that happened to be on the site that day."
Bath & Body Works is using the results of this study to identify
the demographics of its site visitors, aspects of the site that need
improvement, and determine how to prioritize improvement projects.
"The ultimate goal is to increase conversion and encourage
brick-and-mortar customers to shop online and become true
multi-channel customers," Hitler said.
"Today's retail Web sites have grown from nice-to-have to mission
critical. We have developed our WebEffective product to provide
customers with accurate and reliable data for measuring the
effectiveness of their online presence. This allows our customers to
make changes that immediately enhance their brand image and separate
themselves from the competition," said Dan Richards, WebEffective
product manager at Keynote. "Bath & Body Works is a perfect example of
a customer who is using our custom research and WebEffective tool to
ensure that their site better meets the needs of their customers --
and to thereby encourage their customers to interact with them through
Keynote Systems (Nasdaq "KEYN") is the global leader in on-demand
test & measurement solutions for continuously improving the online
experience. As an independent and trusted third-party, Keynote
provides IT and marketing executives with an unbiased view into their
Internet services from around the world. For over a decade, Keynote
has been providing measurement data and testing capabilities that
allow companies to understand and improve their customers' online and
mobile experience. Keynote has four test and measurement businesses:
Web performance, mobile quality, streaming & VoIP, and customer
experience/UX. In addition, Keynote's industry analysis group called
Keynote Competitive Research publishes proprietary studies measuring
customer experience and service levels across a wide range of
Known as The Mobile and Internet Performance Authority(TM),
Keynote has a market-leading infrastructure of 2,400 measurement
computers and mobile devices in over 240 locations around the world.
Keynote also maintains one of the most representative panels of online
users consisting of 160,000 consumers. Keynote's on-demand,
hassle-free infrastructure allows businesses to access services they
need, when they need them to pinpoint and fix mobile quality and
Internet problems before they impact customers.
Keynote helps over 2,700 corporate customers become "the best of
the best" by helping them improve online business performance and
mobile communications quality. Keynote's customers represent top
Internet and mobile companies including American Express, BP,
Caterpillar, Dell, Disney, eBay, ESPN Mobile, E*TRADE, Expedia, FedEx,
Microsoft, SonyEricsson, Sprint, T-Mobile, Verizon and Vodafone.
Keynote Systems, Inc. is headquartered in San Mateo, California
and can be reached at www.keynote.com or by phone in the U.S. at (650)
Keynote, The Internet Performance Authority and Perspective are
registered trademarks and The Mobile and Internet Performance
Authority and True Experience are trademarks of Keynote Systems, Inc.
Other trademarks are the property of their respective owners. (C) 2007
Keynote Systems, Inc.
CONTACT: Keynote Systems, Inc.
Dan Berkowitz, 650-403-3305
SOURCE: Keynote Systems, Inc.