Briefs

Keith Regan, E-Commerce Times, 04/20/07

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They're invisible to most online shoppers, but analytics programs that are combing through every click they make are dictating what their shopping experience looks like.

Thanks to a proliferation of easy-to-use and affordable -- even free -- analytics programs, a growing number of merchants are using data mining Latest News about data mining feedback.

Bianco has found the free analytics tools -- especially Google's -- easy to use and has made a commitment to testing different approaches to find what works, he noted.

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For example, a popular product on one of the company's wedding favor sites is bride-and-groom flip-flops.

Eager to boost conversion rates, Bianco used the gained data feedback to tweak its keyword usage on the product, in one case adding a negative qualifier -- specifically the word "pink" -- and only targeting its ads in cases when the exact keyword was searched for by the user.

In each case, the click-through rate rose dramatically, jumping almost 28 percent in the case of the exact target word and a full 80 percent when the negative qualifier was used.

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