WebSideStory Bolsters HitBox Capabilities

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WebSideStory Inc. has launched new conversion analytics capabilities that increase the flexibility of HitBox, its online marketing analytics and optimization service, the San Diego company said yesterday.

The new capabilities are funnel analysis, which measures how effectively visitors move through any series of steps; and form abandonment, which reports on the effectiveness of online forms, such as a membership registration.

California's seventh-largest personal auto insurance writer, 21st Century Insurance Group, has beta-tested the service with success to understand how to convert more customers from getting a free quote to buying a policy.

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