SERVICE SPECIFICATION

This document sets out the functionality of the Turtl product for use in customer license agreements.

Please note that the Turtl product is being continually evolved and, as such, features will be added and / or deprecated from time to time. The Turtl feature set is broad, so the below is intended as an outline only. If you are unsure which features are available to you under your licence agreement or if you would like more information on any aspect of the solution, please speak to your usual Turtl contact or send a message to info@turtl.co.

Turtl is a cloud-based Software-as-a-Service product which allows customers to create and distribute high-quality online documents and monitor their performance over time.

1. Content †
2. Publishing †
3. Authoring + AI Assisted Creation *
4. Personalizing *
5. Publishing
6. Analytics †
7. AI Recommendations *
8. Integrations †
9. User management *
10. License type, permissions and Roles †
11. Content management
12. Compatibility
13. Limits

* These features are only available if specified in the customer’s licence agreement

† Elements of these features are only available if specified in the customer’s licence agreement

Turtl supports multiple content formats that can be published, shared, and tracked through the platform. This includes Turtl Docs, our interactive HTML5 format designed for optimal reading behavior, as well as standard PDFs, which can now be published via Turtl, shared through a unique URL, and measured using the same analytics framework.

Turtl Docs
Documents created in Turtl are referred to as “Turtl Docs.” This format is based on psychological research regarding optimal human reading behavior. A Published Turtl Doc is no longer in draft format and is rendered as an HTML5 webpage accessible through any compatible browser. Turtl Docs contain chapters made up of Title pages and Content pages. Navigation can follow linear or deep-reading flows depending on user preference.

PDFs
PDFs uploaded to Turtl can be published, distributed via URL, and tracked like any other content. Readers access PDFs through a Turtl-hosted link, and engagement is captured within platform analytics.

General features:

1. Linear navigation
2. Deep reading navigation
3. Page flip and page slide animation for desktop reading
4. Page slide animation for mobile reading
5. Automatically generated contents menu
6. Social sharing tools on every page
7. Full screen button (where supported)
8. Download as PDF option
9. Page numbering throughout

Title page features:

1. Image zoom effect on the cover page
2. CTA button to access Content pages (if utilizing Deep reading navigation)
3. Heading and subheading text
4. Brand-specific layout options *
5. Brand-specific color options

Content Page features:

1. Flexible, column-based layouts
2. Brand-specific typography and styling *
3. Optional lead capture form
4. Interactive elements, including:
   1. Polls
   2. Quotes
   3. Video
   4. Audio
   5. Maps
   6. Charts
   7. Hyperlinks

Back cover features:

1. Sharing options
2. Custom thank you message
3. Custom contact details
4. Optional sign-up form

Turtl provides tools to allow control over who can read each Published Turtl content. The following options are available:

1. Public on the web – Anyone on the internet can find and access your Doc. Search engine indexing will be enabled.
2. Anyone with the link – Anyone who has the link can access your Doc. Search engine indexing will be turned off.
3. Anyone at my company * – Anyone with a login or an SSO account at your company can access. Search engine indexing will be turned off
4. Specific people only – Specific people on the list provided can access. Search engine indexing will be turned off.

Turtl provides an interactive HTML5 web application for creating Turtl Docs which is hosted and served by Turtl. The following are provided:

General features:

1. Automatic and manual saving
2. Mobile preview
3. Toggle gridline visibility
4. Toggle preview visibility
5. Timeline for page management including:
   1. Copy
   2. Paste
   3. Delete
   4. Insert
   5. Drag and drop re-ordering

Chapter features:

1. Navigation settings
2. Personalization display rules*
3. Add LeadGen form*
4. Set LeadGen form as optional or required

Title page features:

1. Set heading and subheading
2. Select and crop image
   2.1. Direct upload
   2.2. Rights-free image bank
   2.3. Paste URL
   2.4. Customer library (where available)
3. Select text layout
4. Select text position
5. Select text color scheme
6. Set CTA button text

Content page features:

1. Choose page style
2. Choose Content page type
   1. Freeform pages
   2. Column pages
3. Choose Content page column count (if utilising Columns)
4. Drag and drop interface for controlling layout
5. Snap to grid and column functionality

Content page text editor features:

1. Custom rich text editor
2. Common formatting options (bold, italic etc.)
3. Page and column breaks
4. Apply brand-specific styles and colors *
5. Interactive elements, including:
   1. Polls
   2. Quotes
   3. Video
   4. Audio
   5. Maps
   6. Charts
   7. Hyperlinks

Back cover features:

1. Set text
2. Set contact details
3. Toggle sign-up form visibility

AI-assisted creation:

Turtl allows users to upload existing PDFs and automatically convert them into Turtl Docs. During this process, Turtl applies the customer’s Brand Theme and converts the PDF into editable Turtl Doc pages. The resulting Turtl Doc follows the same structure, layout options, and authoring capabilities available to manually created Turtl Docs.

Once converted, the Turtl Doc can be edited, personalized, published, shared, and tracked using the standard functionality described in this section. The automated conversion process does not change the features or limitations of Turtl Docs; it only provides an alternative method for creating them.

Turtl allows users with the necessary permissions to convert PDFs into Turtl Docs using Adobe Sensei AI. The following functionality is available when converting a PDF:

Design Options:

1. Turtl gets you started– the resulting Turtl Doc will be split into chapters and interactive layouts will be created. The converted Turtl Doc is available in the editor for editing. This option utilises the AI features referred to below.
2. Just import content – the resulting Turtl Doc will be split into chapters with no layouts applied. The converted Turtl Doc is available in the editor for editing.

Converted PDFs are not compatible with Freeform pages and can utilise Column pages only.

Optional AI features:

1. AI image suggestions – Turtl will use AI to pick relevant royalty-free images to improve the Turtl Doc if the PDF doesn’t contain enough quality imagery for each Title page. Turtl uses OpenAI to understand the topic of the content and source relevant images from Freepik. This option can be disabled before converting a PDF.
2. AI content enrich – Turtl will use OpenAI to understand the content and generate quotes, and polls and pull out significant text into text boxes to make the content more engaging. Turtl will utilise Sightengine to score the quality of images in the PDF to determine if they are of good enough quality to use on Title pages. This option can be disabled before converting a PDF.

Turtl provides analytics dashboards that allow customers to understand how content is performing, how audiences engage with it, and how that engagement relates to pipeline and revenue outcomes. Analytics are available at team, content, reader and revenue levels as described below.

Team analytics dashboard

The Team analytics dashboard provides an overview across all Turtl content in a Team. It is split into three tabs:

• Content – performance across Docs and PDFs, including engagement, reach and channel performance.
  
  
• Audience – behavior of known and unknown readers, including repeat and multi-Doc readership.
  
  
• Personalization – performance across all personalizations, including base Docs, personalizers and personalized versions.
  
  

Across these tabs, users can

• Filter by timeframe, workspace, source, device, country, content type, topic, label, Doc, UTM tags, creator and (where applicable) personalization properties.
  
  
• View comparison metrics versus the previous period or the same period in the previous year.
  
  
• Use tables with sorting, search, column show/hide and comparison toggles to review performance by Doc, workspace, topic, label, source, device, location, UTM attributes and other dimensions.
  
  
• Access key metrics such as engagement scores, reads, readers, read time, shares, bounce rate, percentage of Doc read, sign-ups, PDF downloads and personalization counts (where applicable).

Content analytics dashboard

The content analytics dashboard provides detailed metrics for individual Turtl content. It includes:

• Aggregated metrics (e.g. reads, readers, sign-ups, shares, read time, engagement scores).
  
  
• Page- and content-group-level performance for Title pages and Content pages.
  
  
• Performance by UTM tags, devices, locations, sources and referrals.
  
  
• Reader-level data where individual reader analytics are enabled.
  
  
• Analytics for interactive elements such as polls, links, audio, images and video where used.

Downloaded reports provide these metrics in spreadsheet format, broken down by page, content group, reader and interaction type.

Audience analytics dashboard

The Audience analytics dashboard provides a view of individual reader behavior (where known reader tracking is enabled). It includes:

• Aggregated metrics by reader (e.g. engagement score, reads, total read time, shares, percentage of Doc read).
  
  
• A timeline of reads and sign-ups for each reader.
  
  
• Breakdown of reader activity by Docs, topics, devices, locations, referrals and sources.

Reports can be downloaded to analyze reader behavior and engagement across all accessed content.

Benchmarks:

Benchmarks enable customers to compare the performance of content against:

• All content in the Team.
  
  
• Content in the selected industry.
  
  
• Content across all Teams in Turtl (global benchmark).
  
  

Benchmark views cover reach, engagement and conversion metrics, including reads, readers, bounce rate, returning readers percentage, percentage of content read, average read time, interaction score, share rate and sign-up rate. Benchmark data is updated periodically and may be limited where underlying datasets are small.

Revenue analytics dashboard *

Revenue analytics is available on eligible plans and requires a CRM connection and known reader data. It allows customers to connect Turtl engagement data with deal data in their CRM to understand how content influences pipeline and revenue.

The Revenue Analytics dashboard includes:

• Revenue Content ROI – influenced revenue, influenced pipeline, influenced deals, win rate, average selling price and average time to close.
  
  
• Hidden opportunities – open deals with recent Turtl engagement, including engagement scores, last engagement date, deal value, associated contacts and topics of interest.
  
  
• Revenue drivers – pipeline and revenue performance by dimensions such as content, topics or locations (e.g. revenue, closed-won deals, pipeline value, average selling price and win rate).
  
  
• Influenced deals – a detailed view of deals that have been influenced by Turtl content.
  
  

* Availability and data sources (for example, native CRM integrations or CSV upload) depend on the customer’s licence and configuration.

Exports and downloads

From the analytics dashboards, users can download reports in spreadsheet format, including:

• Overview reports – summarized key metrics, timelines and breakdowns by topics, use cases, labels, workspaces, devices, locations, referrals, sources, operating systems, browsers, content, known readers and personalizations (where applicable).
  
  
• Reads and interaction reports – detailed, row-level data on reads, readers, pages, interactions and personalization performance, depending on whether the export is taken from the Team, content or Reader analytics dashboards.
  
  

These exports are intended to support further analysis in external BI, reporting or data tools.

Turtl integrates with a number of popular CRMs. While each integration differs slightly, the following broad functionality is generally available for each:

Forms:

1. Replace Turtl sign-up forms with CRM forms
2. Capture leads directly into customer’s CRM
3. Track readers as individuals once they have completed a form

Link tracking:

1. Send out tracking links via CRM email
2. Track readers as individuals once they have followed a tracked link

Auto tracking:

1. Track readers as individuals if known to the CRM by cookie

Sending engagement scores and topics to CRM (HubSpot):

1. Enable sending engagement score and topic in Turtl integration settings
2. Enrich contacts in the CRM with the intent data
3. Use this data in the CRM to prioritize leads, segment contacts, or trigger workflows

Custom events (HubSpot, Marketo, Pardot):

1. Define the specific predefined user actions you want to track (e.g., button clicks, video plays, document downloads)
2. Create the custom event (for HubSpot it can be done self-serve) in the marketing automation platform
3. Map the event data to the CRM fields for reporting or lead scoring
4. Set triggers or workflows based on the events (e.g., send follow-up emails, assign leads)

Revenue Configurator (HubSpot):

1. Connect Turtl to your CRM with deal data
2. Configure pipelines you would like to track
3. Analyze your content's performance through the lens of revenue and see which Turtl docs drive the most revenue
4. Use insights from the Revenue Analytics Dashboard to refine your content strategy, support sales prioritization, and demonstrate the impact of Turtl on revenue growth

Users can be approved by Turtl staff or the customer. The following authentication methods are available:

SSO:

1. SAML 2.0 via customers own IDP

Email and password:

1. Set minimum length
2. Set maximum length
3. Set require an uppercase character
4. Set require a lowercase character
5. Set require a special character
6. Set require different from last n passwords
7. Set max password age

The following license types, Additional Permissions and Roles are available subject to the agreed terms and pricing stated in the license agreement:

License types

Full User
A Full User is a User Subscription that can be assigned Global Admin, Admin and Brand Manager permissions and any Roles.

Limited User
A Limited User is a User Subscription that can be assigned the Integrations Manager permission and access to Reviewer, Analyst and Personalizer Roles in a Workspace.

Additional permissions

Additional Permissions are available for users that need to manage specific functionality within a Team which are as follows:

Global Admin
A Global Admin has access to all Workspaces and analytics dashboards and to all functions within a Team including adding other users, and creating, managing and publishing new Turtl Docs.

They can:

1. Create Workspaces and manage them
2. Add, remove and manage user permissions of Workspaces
3. Create, edit and manage templates and Brand Themes
4. Manage and view integrations
5. Add, remove and create labels
6. View and export analytics
7. Leave, reply to and resolve comments

NB: this additional permisson is only accessible upon request. To avail yourself of this additional permission please speak with your account manager or customer success manager.

Admin
An Admin user manages an entire Workspace and has access to all functions within a Team including adding other users and creating, managing and publishing new Turtl Docs.

They can:

1. Create Workspaces and manage them
2. Add, remove and manage user permissions of this Workspace
3. Create, edit and manage templates and Brand Themes
4. Manage and view integrations
5. Add, remove and create labels
6. View and export analytics
7. Leave, reply to and resolve comments

Brand Manager
A Brand Manager manages the branding within a Team.

They can:

1. Create, edit and manage templates and Brand Themes

Integrations Manager
An Integrations Manager manages the integrations within a Team.

They can:

1. Manage and view integrations

Roles

Owner
An Owner manages an entire Workspace and has access to all Turtl content functions including creating, managing and publishing new Turtl content. They can:

1. Create, edit, publish, share and manage Turtl content
2. Rename and delete the applicable Workspace
3. Add, remove and manage user permissions of the applicable Workspace
4. Personalize and batch personalize Turtl content
5. Create and edit templates
6. Add and remove labels
7. View and export analytics
8. Leave, reply to and resolve comments

Publisher
A Publisher is a member of a Workspace who can create, manage and publish Turtl content as well as Workspace templates. They can:

1. Create, edit, publish, share, and manage Turtl content
2. Personalize and batch personalize Turtl content
3. View and export analytics
4. Add and remove labels
5. Create and edit templates
6. Leave, reply to and resolve comments

Editor
An Editor is a member of a Workspace who can create and manage Turtl content but cannot publish them to live. They can:

1. Create, edit, share and manage Turtl content
2. Personalize and batch personalize Turtl content
3. View and export analytics
4. Add and remove labels
5. Create and edit templates
6. Leave, reply to and resolve comments

Personalizer *
A Personalizer is a member of a Workspace who can take existing Turtl content and quickly personalize them prior to sharing with a target recipient. They can:

1. View and share Turtl Docs
2. Create and share one-to-one personalizations (note: batch personalization is not available for this role)
3. View and export analytics of personalizations
4. Leave, reply to and resolve comments

Analyst
An Analyst can:

1. View and share Turtl content
2. View and export analytics
3. Leave, reply to and resolve comments

Reviewer
A Reviewer can:

1. View and share Turtl content
2. Leave, reply to and resolve comments

Turtl organizes content into workspaces – distinct groupings of content within your Turtl instance. Each workspace contains its own set of users plus roles, content and other features. Content can be moved between workspaces (although analytics and reporting cannot be transferred) and users can belong to one or more workspaces.

Turtl is designed for use with modern browsers. The following browsers are officially supported for the following functionalities:

Supported browsers, November 2020:

Reading:

1. Google Chrome – last three major versions
2. Mozilla Firefox – last three major versions
3. Microsoft Edge – last three major versions
4. Apple Safari – last three major versions
5. Apple Mobile Safari – latest version

All other functions:

1. Google Chrome – last three major versions
2. Mozilla Firefox – last three major versions

Turtl Docs are limited to a maximum size of 5MB each, exclusive of images, videos and other media in order to ensure fast loading times across all device types and network conditions. This equates to about 600 pages of content per Doc. If larger Docs are required, it is possible to join several together using the “Included Doc” functionality.

PDFs Publishing is limited to 100MB and a maximum of 150 pages.

Additional Permissions – Authorized Users that need to manage specific functionality within a Tenant, subject to the type of User Subscription purchased.

Admin – an Additional Permission that manages an entire Workspace and has access to all functions on the Tenant including adding other users and creating, managing and publishing new Turtl content.

Analyst – a limited Role that can only view and share Turtl content; view and export analytics; and leave, reply to and resolve comments.
Authorized User – those employees, agents and independent contractors of the customer who are authorized by the customer to use the services.

Brand Manager – an Additional Permission that manages the branding on the Tenant.

Content Page – contains the main content of a Turtl Doc and forms the body of a given section. Readers navigate from the Title Page to the Content Page.

Editor – a member of a Workspace who can create and manage Turtl content but cannot publish them to live.

Full User – a user that can be assigned Global Admin, Admin and Brand Manager permissions and any Roles.

Global Admin – an Additional Permission that has access to all Workspaces and analytics dashboards and to all functions on the Tenant including adding other users, and creating, managing and publishing new Turtl content.

Integrations Manager – an Additional Permission that manages the integrations on the Tenant.

Limited User – a user that can be assigned the Integrations Manager permission and access to Reviewer, Analyst and Personalizer Roles in a Workspace.

Owner – a Role that manages an entire Workspace and has access to all Turtl content functions including creating, managing and publishing new Turtl content.

Personalization Module – the content assembly tool which enables users to pull together content from a pre-defined library in order to produce personalised content for Readers.

Personalizer – a member of a Workspace who can take existing Turtl Docs and quickly personalize them prior to sharing with a target recipient.

Published Turtl content – any Turtl content that no longer sits in draft format.

Publisher – a member of a Workspace who can create, manage and publish Turtl content as well as Workspace templates.

Reader – readers of Turtl content, ie employees, clients, customers or prospective customers to whom links to Turtl content are distributed by the customer.

Reviewer – a limited Role that can only view and share Turtl content and
leave, reply to and resolve comments.

Roles – a role controls the level of access and responsibilities that an Authorized User is given in a Workspace subject to the User Subscription purchased by the customer.

Team(s) – a space within a Tenant where Authorized Users can create and store their Workspaces and Turtl content. Authorized Users can be members of multiple Teams on a Tenant and can easily switch between the Teams they have access to.

Tenant – the dedicated log in page for Authorized Users to access the services and Teams they have access to.

Title Page – a page within a Turtl content that introduces a section of content and takes the Reader to the corresponding Content Pages.

Turtl Doc – the electronic document created by Authorized Users in the course of using the services, which may include, text, images and/or videos and the primary purpose of which is to promote the goods and/or services of the customer.

User Subscription – the full or limited user subscriptions purchased by the customer which entitle Authorized Users to select Additional Permissions and their Role, subject to the type of user subscription purchased, and to access and use the services.

Workspace(s) – workspaces sit within a Team and are folders containing Turtl content that an Authorized User wants to group together.