When You Need More Than Clickstream Data
Omniture is equally adept at producing conversion funnels that show, step-by-step, how customers or prospects navigate a site from arrival to purchase or cart abandonment. If you can eliminate the hurdles or steps that cause the most abandons, you’ll obviously increase revenues, sometimes dramatically. With Omniture, it’s easy to change the time frames and dimensions you want to analyze.
For those who’d rather do their analysis off-line or merge data from other sources, all of SiteCatalyst’s data easily are exported to Excel.
Content producers will find Omniture’s click map overlay an easy-to-use method to show how many people clicked on a page link or what link they clicked on to arrive at the page. The system also offers customer segmentation and cross-sell analysis, which is easy to set up and use. For more, visit: www.omniture.com.
* WebSideStory’s HBX On-Demand Web Analytics is a hosted solution that’s somewhat more complex to set up than Omniture, but it offers a vast array of dashboard gauges measuring keywords, banner ads and other critical functions. Marketers and Web developers can set up their own reports with little difficulty.
It’s hard to beat HBX for report detail, sales reports, navigation measurement and campaign analysis. You can use the system to analyze specific product sales against revenue referenced to campaign, search engines, geographic regions and other variables.
HBX’s funnel analysis is capable of pin-pointing customer behavior down to the level of the field in a form where the customer left the site, as well as all other entry and exit points. Context-sensitive analysis lets you view trend information such as visits per page, reporting on referrers for a given page and how their visits changed over time.
HBX shows which pages were visited most often and how frequently by each visitor. Customer-purchase analysis can show not only which SKUs and brands sold best, but also which promotions were most effective in achieving the sale. And it makes suggestions for cross-sell and upsell offers based on customer purchase histories (i.e., affinity analysis).