Member News: ‘FAILURE-BASED METRICS IS THE NEW BLACK’... BOX! by Kathy Heslop, Director of Communications at Ve Interactive Ltd
Article Date: 16th Mar 2010
“The ecosystem within which you function on the web contains mind blowing data you can use to become better.”Avinash Kaushik
49% of companies use a third-party web analytics program which only provides basic web site traffic data or which, by default, uses the “last click” method for connecting a prospect action (eg. clicking on a banner ad or link in an email newsletter) with a conversion such as purchase or event registration.
44% of companies use no web analytics or, in rare cases, use a custom in-house solution (Source: Business.com in a study of over 27,000 web sites, March 2009)
Many B2C marketers are realising that even the most popular analytics programmes only show the impact of the ‘last click.’ This blind spot is a problem especially at a time when virtually all e-businesses are facing lengthening sales cycles, reduced budgets and staff cut-backs. The majority also perceive the greater value to be in the higher funnel engagement of users rather than down funnel abandonment and few companies have discovered what their challenges are in this area. It is imperative to both keep leads flowing into your business and do so at a lower cost, and following the ROI metrics in third-party web analytics program, or trusting instincts to lead you in the right direction because you have no metrics on which to rely, is not enough. It’s now time to embrace failure-based metrics like abandonment rates and VeCapture’s technology is now available to do this for you. Simply and efficiently.
VeCapture offers you the chance to not only discover where your pain points are within your web site, (which can be great source of actionable insights alone and can support your existing analytics tools), but more importantly brings you rich aborted transaction data to shepherd into your CRM pipeline for remarketing targeting.
So let VeCapture help your company rise to today’s increasing pressure to deliver measurable results.
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