Website analytics 'can improve conversion rates'

Businesses can use analytics to improve the success of their web-based promotional campaigns, such as email marketing, it has been reported.

Research conducted by Site Intelligence indicates that firms which invest in measurement strategies can increase online conversion rates from two to seven per cent.

Three-quarters of firms with websites are able to enjoy improved year-on-year conversions using analytics, it is reported.

At present, 69 per cent have a process for separating online data for specific personnel, while 68 per cent use defined performance metrics to analyse their success, Site Intelligence claimed.

David Pool, commercial director at the firm, said: "A key challenge for businesses is to ensure the right information reaches the right segment of business so they can put in strong action plans to improve sales and profitability."

Last week, Ganesh Selvarajah of Business Link told the BBC that firms must develop their websites if they wish to successfully engage with their market audience.

"Work out what it is that makes you different from your competitors and make sure that this 'unique selling point' is clear on your homepage," he suggested.

Written by Mark Hainsby