Ecommerce retailers will soon have a better insight into how well their websites are doing, thanks to a new service launched by online analytics vendor WebAbacus and marketing agency Ogilvy.
The service will allow a company to monitor how its website is used by visitors, and to fine tune it to increase revenue.
WebAbacus said that ecommerce sites are increasingly trying to turn visits into revenue, but still do not understand how to achieve this.
Ian Thomas, strategic development director at WebAbacus, said: "Companies are now under pressure to deliver the numbers, but the level of sophistication demanded is still basic.
"Companies still want page impression data, for example, but we don't believe that figure is valuable business information except for ad sales."
Dan Drury, chief executive at WebAbacus, agreed. "There has been a shift from creating brand online to thinking about user loyalty and lifetime value. These are traditional business drivers," he explained.
The company offers its analysis software as a hosted service or as an in-house installation, but prefers to work with partners like Ogilvy which offer tailored services to customers.
WebAbacus customers include recently launched online grocer Ocado, which is using the service to track the progress of visitors through its site and to identify user behaviour.
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