Online vendors benefit from web analytics

Businesses looking to boost their online sales should consider using web analytics, it has been claimed.

According to VisitBritain, the official website of the British Tourist Authority, combining web analytics and e-commerce can enable businesses to promote a site and better understand how customers use it.

Harry Speller, web analytics manager for the site, said the company is focusing its efforts on particular keywords that generate sales.

"Knowing what works and what doesn't will lead to significant cost reduction and better targeting of resources," he added.

"We'll also be able to identify the partner websites that work best for us, and this will help us develop better affiliate programs."

Mr Speller went on to say thousands of keywords are used for different destinations and types of holidays, so the organisation can see what works best and develop content that is better matched to the keywords visitors are using.

This week, Microsoft Dynamics customer relationship management (CRM) claimed CRM technology can help companies manage a wide range of business liaisons.