The behaviour analysis market is growing rapidly, with many companies launching products that will generate statistics that show how visitors navigate through a Web site. These metrics can then be used to generate reports that help the Web site owner to redesign and improve their site to enhance the user experience.
The market is currently divided into two groups: those who favour tagging and those who use the log file generated by a Web server. Of the two, tagging is more accurate but requires labels to be assigned to the elements to be tracked. This means that the user has to define what they want from the site.
Ian Thomas, strategic development director at Webabacus, feels this is unnecessary. "The tagging systems appeal to IT departments because of their accuracy," he explained. "But marketing departments are more interested in results and trends. This can easily be obtained from Web logs using Webabacus."
The software is currently being used by supermarket chain Waitrose, DIY retailer Focus Do-It-All, pharmaceutical company Johnson & Johnson and the British Airports Authority.
Webacus allows them to see exactly which products or areas of their Web sites are most popular and this, in turn, allows them to reorganise their sites or mount marketing campaigns, set up special offers or identify demographics to help them categorise their customers on a product-by-product basis.
Thomas said the new version of Webacus will enable the software to be attached to a range of CRM systems. This will allow a wider intake of data, which will be cleansed and used to provide more sophisticated reports.