It is apparent that most companies, if not all, already use some sort of web analytics software to monitor their site’s traffic. Whether it’s built into their CMS or they use an external tool like Google Analytics, it’s rare for an organization not to know where their traffic is coming from. But that’s usually where it ends.
Web Analytics v. eDiscovery
If we were, for a moment, to compare websites with eDiscovery, it would be safe to say that companies are probably more prepared to talk about their site’s visitors than how their electronic data is managed. That is to say, of course, that within the enterprise, the risks associated with not knowing how your site performs can far outweigh the risks associated with not knowing where your data resides.
A Platform for Companies with a Baseline
Usually when we talk with vendors, they are very eager to tell us that companies need not know anything about what it is they are attempting to do, whether it be website design or search and discovery of relevant data.
Yet, when we sat down to talk with Pete Olson, vice president of product management and Rebecca White Oistad, director of marketing at Amadesa about its customer experience suite of marketer controls, one of the first things they told us what how they are specifically designed for companies who have already established a baseline.
When companies want to know more how users are interacting online or are concerned that increased traffic doesn’t necessarily mean increased sales, they turn to Amadesa. Originally designed to be a soup to nuts operation that helped companies generate leads and design critical paths for a site’s users, Amadesa now offers a full SaaS solution focused on delivering a dynamic website through personalization and automated content delivery.
Testing, Behaviors and ROI
Users can choose from a plethora of tools in the Amadesa Customer Experience Suite, which offers end-to-end testing and personalization products. From A/B split to multivariate testing, to segmentation and behavioral targeting, companies can help maximize revenues, enhance customer engagement, increase conversions and improve marketing ROI.
Speaking of ROI, users who deploy Amadesa’s products can segment out a certain percentage of users to be excluded from testing, so as to provide a real-time view of how users are navigating their way through a site if certain changes weren’t made. Such controls eliminates variables attributed economy, season and other scenarios that you might guess were influencing behavior. Now, instead of merely speculating about what users might do, you can know for sure.
A Matter of Time
While companies are mostly prepared to venture into advanced user testing, Amadesa isn’t convinced that those in the enterprise are ready to test the different content channels that visitors may use. Companies aren’t yet thinking strategically about mobile interfaces and how they can be best optimized for the customer experience. However, it’s only a matter of time.
And time is among the things that Amadesa acknowledges as a challenge. Though companies should always be testing, it’s sometimes hard to convince companies that testing is a continuous process. While Amadesa encourages on-going testing, they are more concerned with keeping companies focused on their goals, by laying out high-value tasks and developing a strategy that shows how organizations can evolve the customer experience over time.
Know Thyself Before Testing
Before companies decide on implementing advanced site personalization and tracking controls, Amadesa recommends taking an introspective look. By evaluating beforehand how an organization’s culture regards testing, employing creative resources, and change, can help guide the approach taken. As well, Amadesa encourages companies to broaden their perspectives and how they look at their website. After all, the amount of change that results from testing is indicative of how much of the customer experience you sought to change from the beginning.