Hooked on Phonics Doubles Online Sales With Web Analytics

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Hooked on Phonics, an educational products company that teaches children to read, has more than doubled online sales since using HitBox Enterprise to optimize a major site redesign, WebSideStory Inc., the maker of HitBox Enterprise, said yesterday.


Hooked on Phonics (www.hop.com) uses HitBox Enterprise to better understand how visitors and customers navigate its site, including page-by-page paths they take, what content they look at and how long they stay on the site.


Hooked on Phonics uses this real-time information to clear traffic bottlenecks, cut off abandonment points and optimize conversions. Prior to using HitBox Enterprise, the company's Web site accounted for about 20 percent of overall sales. Today, the site accounts for more than 40 percent, said Mike Manning, vice president of new channels for the Santa Ana, CA-based Hooked on Phonics.


"HitBox gives us the granular, real-time information we need to design and maintain a more effective Web site," he said.


Using the actionable intelligence from HitBox Enterprise, Hooked on Phonics took several steps to improve its Web site, including:


· Reducing information overload on its home page and presenting visitors with clearer, simpler menu options.


· Incorporating strong calls to action on each page.


· Eliminating "dead zones," areas of the site with low conversion rates.


Because its site is now more effective at converting visitors, Hooked on Phonics more than doubled its online marketing budget.


"Each visitor has greater value to us now, so we spend much more on advertising," Manning said.


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