WebSideStory on Tuesday targeted small to midsize businesses with a new version of its Web analytics service that features enhanced e-commerce functionality.
HitBox Professional Version 3 provides users with the ability to gauge the effectiveness of a variety of e-commerce-related marketing campaigns and other selling strategies, according to Michael Christian, senior vice president at San Diego-based HitBox. New analytics features dish out real-time information about which e-mail promotions, banner ads, and affiliated Web sites are driving traffic and generating the most revenue.
Version 3 also allows companies to see which keyword purchases are giving them the most bang for their buck, Christian said. Keyword purchasing is a popular trend in which companies bid auction-style with search providers like Yahoo Inc. or Google Inc. to have their URL displayed as the top result of a search based on certain keywords.
An example would be a store that sells ski goggles online, which wins the bid with Google to have its Web site URL show up as the top result in a search on "ski goggles." HitBox Professional Version 3 would allow that store to check in real-time via a browser how much ROI that keyword purchase is actually delivering, Christian said.
"There's a huge market for the attention of people doing searches online," said Christian. "If you have good Web analytics, you can make more informed decisions about what's working."
WebSideStory also offers an Enterprise edition that comes with more in-depth support and consulting services, as well as customized analytics for individual Web sites.
"HitBox Professional is more of a self-serve service that is easy to implement, and it can't be as flexible [as Enterprise Edition] because it's trying to meet 95 percent of the needs for 95 percent of a target market -- without customizing," Christian said.
Other new features include real-time reporting on orders, revenue, and browse-to-buy ratios; the ability to generate reports based on specific date ranges; scheduled reports to be sent to specific parts of the organization; and exporting of reports to Word or Excel.
Pricing for the service starts at US$24.95 per month through Sept. 15, then goes to $29.95 per month.