Cadillac.com Seen as the Cadillac of Luxury Auto Sites By Visitors, Reports Keynote

Business Wire, Feb 7, 2006

SAN MATEO, Calif. -- Keynote Systems (Nasdaq: KEYN):

--Cadillac Tops Keynote Customer Experience Rankings for Luxury Auto Web Sites

--Lexus Site Best at Driving Customers to Dealerships

--Saab Web Site Accelerates the Automaker's Brand Appeal

--Jaguar and Lincoln Lead Industry in Site Reliability and Responsiveness

--Keynote Examines Online Service Levels, Competition for Luxury Auto Buyers

New competitive intelligence from Keynote Systems (Nasdaq: KEYN), The Internet Performance Authority(R), details the role and success of leading luxury auto Web sites in the luxury auto purchase process, and ranks Cadillac and Lexus as the drive away leaders in the luxury auto industry online.

The Keynote Customer Experience Rankings for Luxury Auto Web Sites is based on an examination of more than 2,600 prospective car buyers as they searched and performed tasks on luxury auto Web sites. A companion study, the Keynote Service Level Rankings for Luxury Auto Web Sites, is the first in an ongoing series of annual competitive service level studies that Keynote will conduct to benchmark overall site responsiveness and reliability for the auto industry. The Acura (NYSE: HMC), Audi (VOW.DE), BMW (BMW.DE), Cadillac (NYSE: GM), Infiniti (Nasdaq: NSANY), Jaguar (NYSE: F), Lexus (NYSE: TM), Lincoln (NYSE: F), Mercedes Benz (NYSE: DCX), Saab (NYSE: GM) and Volvo (Stockholm: VOLVB.ST) sites were examined for the studies.

Cadillac the Drive Away Leader in Online Customer Experience

For the customer experience study, Keynote ranked these luxury auto sites in more than a dozen categories including customer satisfaction, customer acquisition and brand affinity. Cadillac, Lexus and Saab topped the Keynote Customer Experience Rankings, an overall measure of site success across these categories and across the more than 250 metrics measured during the study, including evaluations of the vehicle search, comparison, customization and quote/pricing functions.

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                 Keynote Customer Experience Rankings
                        Luxury Auto Web Sites
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     1  Cadillac
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     2  Lexus
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     3  Saab
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Cadillac, which more online consumers perceive as "luxurious" than any other brand, was the top site based on its leadership position in the vehicle search and comparison processes, as well as the strong visual appeal of the site. The Cadillac site ranked in the top performance tier across all leading business success drivers evaluated in the study.

"The Cadillac Web site really is the Cadillac of luxury auto Web," said Dr. Bonny Brown, director of research and public services for Keynote. "Competitors in the luxury auto industry can learn something about customer satisfaction and the online customer experience from Cadillac. They are the drive away leader."

Lexus joins Cadillac in the upper echelon of luxury auto sites, and is the industry leader in terms of driving prospective customers from the Web site into a dealership to test-drive a vehicle, or lease or buy a vehicle. More than half (58%) of all prospective customers visiting the Lexus site said they were likely to test drive a Lexus after they visited the company Web site, an increase of (11)% as compared to buyer intentions before experiencing the site.

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                 Keynote Customer Conversion Rankings
                        Luxury Auto Web Sites
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     1  Lexus
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     2  Volvo
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     3  Saab
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Virtually every luxury auto site studied saw an increase in brand perceptions and affinity once prospective buyers experienced their Web sites. Cadillac, whose brand started in the middle of the pack in terms of auto buyer perceptions, skyrocketed after users experienced its site, finishing with the industry's highest brand perceptions. More than two-thirds (79%) of auto buyers had a positive perception of the Cadillac brand after experiencing the site.

Saab, who most auto buyers initially do not consider a strong brand to consider, had the greatest increase in brand perceptions after buyers experienced the automaker's site. The number of prospective customers who reported a positive perception of the Saab brand increased by almost a third (32%) after exposure to the site buyers described as "fun" and "friendly."

Two of the luxury auto industry's premier brands actually suffered brand damage when prospective buyers visited their sites.