Briefs

New research shows that companies investing in web analytics can increase online conversion rates from 2% to 7%.

Research by the Aberdeen Group for analytics specialist Site Intelligence has found that companies that use web analytics can increase online conversion rates from 2% to 7%.

The researchers also found that 76% of companies in the study improved year-on-year conversion rates with, on average, conversion and revenue per visit increasing by 3% each year and customer profitability increasing by 4%.

But the report warns that many executives find web analytics too hard to interpret, and that instead of raw data they need actionable information. This, suggests the authors, is the reason many best in class organisations use paid analytics solutions, either standalone or in combination with free products.

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