Net.Genesis has announced the availability of a new software package that helps managers of electronic commerce sites study and measure the behavior of online shoppers. The Cambridge, Mass. company provides Web traffic analysis tools.
Called CartSmarts, the new package helps users determine such details as how frequently visitors abandon their shopping carts, how the navigating patterns of buyers differ from people that visit but don't buy and how repeat buyers navigate a site. The package provides automated reports designed to help users create more targeted marketing and promotional e-mail campaigns for online buyers.
"We're moving now from customers that are trying to serve Web content or ads to customers that are trying to actively sell online,'' explains Eric Richard, chief technology officer and co-founder of net.Genesis. "These companies all have very similar questions they want to ask to measure the success of their Web sites.''
CartSmarts is an add-on module for net.Analysis, the company's flagship product for Web site measurement and analysis. Net.Analysis gathers information about Web site visitor behavior and correlates it with other enterprise business data to support executive decision making. Net.Analysis runs on Unix or Windows NT servers. Customers need to buy net.Analysis to run CartSmarts. Both products start at $10,000.
Available for more than four years, net.Analysis has 300 customers including fidelity.com, schwab.com and cbs.com. The company also sells consulting services to help users figure out how to respond to findings of the net.Analysis tool.
SmarterKids.com, an online store selling educational books, software and games for children ages 2 to 14, uses net.Analysis to understand how visitors react to the site. Managers use the software to determine which opportunities and products have the most appeal, and then they tweak their home page accordingly.
"This is the primary tool we use for analyzing behavior on the Web side,'' says Al Noyes, senior vice president of sales and marketing. CartSmarts is "definitely something that we will implement.''
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