WebSideStory Revamps Analytics Product

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WebSideStory expects to launch a Web analytics service Monday with new options for marketers to track online campaigns.


The service, HBX, replaces WebSideStory's current enterprise analytics offerings, called HitBox. Marketers can choose to optimize for e-commerce, lead generation, advertising or customer support. WebSideStory, San Diego, has added easy-to-use reporting options that it hopes will appeal to technology-wary marketers.


HBX offers more than 15 new features. Marketers have new dashboard options to gauge their site's performance against their goals. HBX has added affinity reports, which tell how different people interact with the site. For example, an affinity report could tell a news site that visitors to the travel section often went to weather during the same visit.


Another new feature is an internal search analysis option that lets marketers and site designers see which searches convert and which fail. HBX also can chart which links get clicks that convert. A/B testing lets users see how different site variations affect conversion rates.


Ali Behnam, a product manager at WebSideStory, said the changes to the hosted analytics service were based on feedback the company received from users, with the goal being to make Web analytics responsive to the real-life problems marketers face.


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