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Q2 2005 Newsletter:
Pop Art Partners with WebSideStory® to
Provide On-Demand Web Analytics
by Tom Paul, Executive Director of Operations
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In 2004, Pop Art realized that it needed better web analytics for its customers – and it was time to identify a strategic partner. A quick survey of the market revealed all manner of available solutions – from relatively inexpensive, simple packages for small businesses to complex enterprise software with entry prices of more than $20,000. We wanted to get the right information to our customers, “on-demand.”
Our review of major analytics products led us to a company headquartered in San Diego called WebSideStory (Nasdaq: WSSI). Web Side Story’s solutions offered exactly what we needed: real-time information about online visitor and customer behavior, including the ability to gauge response to online marketing campaigns. We liked the reports generated by their software – nicely rendered, easy to understand, elegant, insightful.
WebSideStory's flagship analytics service, HBX, enjoyed rave reviews in 2004. In August 2004, PC Magazine awarded HBX its coveted Editor's Choice Award for Best Web Analytics Service, calling the solution "the best tool of its kind we've seen yet." Just two months earlier, Forrester Research gave the service the top score among all pure web analytics ASPs (application service providers) in head-to-head comparison. And in Feb. 2005, HBX earned the top score and a rating of "excellent" in InfoWorld's review of enterprise-class web analytics solutions - HBX had defeated all of its major competitors in another head-to-head comparison.
In 2005, Pop Art officially partnered with Web Side Story. Now, we leverage the power of HBX and HitBox to offer on-demand web analytics for our customers. .
What is so important about Web Analytics to Pop Art and our clients?
1. Web Analytics provide key insights which enable Pop Art to maximize campaign effectiveness
In order to increase their lead generation, marketers often rely on a marketing mix that may include banner ads, keyword placements, affiliate marketing and offline initiatives such as direct mail, radio and TV advertising. Analytics can help marketers measure the effectiveness of each one of the marketing campaigns, and correlates their success with each fulfillment piece or offer being used. Good web analytics can also measure each campaign’s return on investment to determine the best marketing mix, the best use of offers and positioning and the right amount to invest for each marketing campaign.
2. Pop Art uses Web Analytics to optimize web site navigation and online forms
Site navigation is one of the critical components that can help marketing managers reach their lead generation goals. Leveraging funnel analysis as a diagnostic tool, web analytics can show which paths lead to the greatest number of conversions. They can also be used to pinpoint "bottlenecks" in your site design. These are areas where purchase abandonment or site exits occur, often due to confusing or unsatisfying navigation and content. Adjusting the content and navigation of your site in response to your reports is a fundamental aspect of WebSideStory's HBX enterprise web analytics and optimization and can dramatically increase your conversion rates.
In order to contact a company, most sites require visitors to fill out an online form. Leveraging funnel analysis, web analytics can reveal the actual form fields that result in visitor abandonment. Marketers are then able to optimize online forms, leading to increased conversions.
3. Pop Art leverages Web Analytics to maximize the effectiveness of online content
Content analysis is one of the core measurements of web analytics. For example, we can measure content effectiveness based on a user-defined content hierarchy. This user-centric approach allows us to accurately see visitor behavior and immediately see what site sections and sub-sections enjoy the most or least popularity among visitors. The information will then help our customers know exactly what investments should be made in each area of the site. By putting more resources on popular content areas and less on unpopular ones, our clients are able to align their content investments with their visitors’ interests.
4. Web Analytics provide Pop Art enhanced ability to increase lead generation using segmentation
Leveraging visit and visitor level segmentation, on-demand web analytics show you exactly which visitor groups are most likely to convert into customers, members or subscribers. Then, you can drill down and analyze the behavior of these important visitors. What content did they read? Which pages did they view? How long did they stay? HBX Analytics allows you to define visitor groups by the content they read, the actions they take, and even the URL they come from.
NEXT STEPS:
Contact us today to find out how we can leverage on-demand analytics for your business.
Learn more about our Analytics solutions.