Following a competitive tender process, ABC selected Webtrends, to enable its marketing department to analyse behaviour on its site. ABC required an analytics solution that was simple to implement, needed minimal ongoing maintenance, whilst providing highly flexible and comprehensive analytics across all of its digital channels.
The primary function of ABC’s website is to provide content to its audience, so it wanted to be able to understand its visitor behaviour in order to make improvements to the site. ABC wanted access to sophisticated reporting and insight on who is visiting the site, which content is of most interest, navigation and how long users are spending on each page. Accessing visitor data in real-time will give the marketing department information on traffic patterns, and can subsequently influence design improvements to the site. In addition ABC will be able to understand visitor behaviour on the site, and measure the success rate of visitors finding the information they need.
Using Webtrends, ABC will also be able to access data on how effective the site is as a mechanism of getting users to sign up to their newsletter. Insight that shows the route visitors took to sign up provides evidence on the sections or pages that inspired the visitor to decide they want to stay in touch. Analysing this information means that the sign-up call-to-action can be placed in more prominent pages on the site for future visitors when required.
Jonathan Colls, Senior Developer, Operations, ABC said: “Following the launch of a new and improved website in 2011, we were keen to find out what was working on the website and where improvements could be made. We wanted more detailed insight into the visitor journey through the site, and to ensure users could access the information they were looking for as quickly and effectively as possible. We selected Webtrends, following a detailed competitive tender, because of its ease of use and detailed yet user-friendly reporting functionality. In addition, the deep multi-platform insight it can provide the marketing team will help develop our social media activities further in the future.”
Nick Sharp, General Manager, EMEA, Webtrends, comments: “Every website has a primary goal. Some sites sell products and others sell expertise and provide information. Content-driven sites like ABC desire an increasing amount of engagement from visitors, and Analytics is a way to measure this success. By examining engagement metrics in relation to digital content, businesses can gain greater perspective on what areas are securing the most interest and determine if a site is encouraging returning visitors. Having rich analytics insight means businesses can continually improve performance across their websites and other digital channels.
About Webtrends, Inc
Webtrends says: “Webtrends powers digital marketing success. Webtrends is at the forefront of real-time digital marketing relevance and customer experience management through unified customer intelligence. Our industry-leading analytics across mobile, social and web enables marketers to optimise campaigns, maximise customer lifetime value and deliver highly relevant digital brand experiences in real-time.
Webtrends dramatically improve digital marketing results for more than 3,500 global brands including, in EMEA and Internationally, Lloyds Banking Group, Barclays, HSBC, ASOS, Orange, T-Mobile, Microsoft, BMW, Toyota, Play.com, AllSaints, The Telegraph, and many more.”
