A customer-centric focus starts with integrated analytics

"Integrated analytics" is a relatively recent innovation in web best practices. Integrated analytics" is the full integration of your analytics package with your content management system (CMS), eCommerce package, and other web applications. An example is Bridgeline’s own iAPPS suite of integrated web applications.

By integrating analytics with the CMS, relevant content can be updated dynamically to optimize website performance based on accurate reporting of actual user behavior and actions tracked by the analytics package.

Seamless integration between analytics reports and the CMS enables performance-enhancing changes to be made to web pages in real time. Because the content revisions are made based on actual user behavior, as opposed to other methods such as a submitted user profile, they can significantly improve website performance and ROI (based on the notion that what people actually do is a more accurate indicator of their interests and preferences than what they say).

Native integration of analytics with content management and eCommerce can significantly shrink the action chasm to compress overall cycle time for website improvements – delivering more relevant, dynamic content in real time.

Furthermore, you can simultaneously view an analytics report and the web page being analyzed in the same system, giving you a clearer view of how content and design can impact sales performance. This enables you to accurately measure readership and revenues from every commerce-related area of your website on the fly.

From an eCommerce perspective, tight integration of analytics enables you to optimize orders from every sales page of your online store based on what’s working and what’s not, significantly improving revenues and maximizing website ROI.

Analytics charts can be graphically time-stamped with the date and time that changes to the page were actually implemented, along with the author who made them, allowing us to compare orders, abandons, and revenues before and after changes were made. That way, we can see whether the improvements to the sales page in fact boosted orders and revenues.