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Screen Pages offers new analysis tools for tracking website visit, browse and sales activity
Screen Pages today announced the launch of Screen Reports, a sophisticated suite of analysis and reporting tools which allows business managers to dramatically improve the performance of their online channel.
Screen Reports, based upon Microsoft Excel Pivot Tables, provides tools to review all aspects of a website’s visitor and sales activity by combining traditional site statistics (visitors, affiliates, search engines and keywords used), together with catalogue browsing, promotion and product sales data.
Uniquely, these reports take e-commerce intelligence gathering far beyond the basic information that websites normally provide – at an affordable level. They combines “clickstream” activity (the page-by-page paths visitors take through a site) with catalogue browsing and purchasing data to highlight key shopping and campaign patterns and trends. Most analytical reporting tools are prohibitively costly or too sophisticated for the mid-market.
The ability to monitor the sales and marketing performance of a home shopping website is becoming increasingly important as online sales improve (IMRG estimates online retail sales are growing 40% year-on-year). Many businesses understand top-line figures such as total sales and visitors, but lack visibility on vital sales performance analysis which can inform important product, sales and marketing decisions.
Screen Reports highlights include:
• Number and source of all site visitors (down to search engine, keywords, affiliate and email campaigns);
• Resultant conversion ratios (products viewed, added to basket and orders placed);
• Browsing behaviour (searches, categories viewed, cross-sells, featured products).
All reports can be filtered, sorted, analysed by time and other variables (such as campaigns, visitor source etc).
Dr. Alistair Potts, Screen Pages’ technical director, said: “Most businesses can just about work out their numbers of visitors and overall sales, but identifying key browsing and conversion ratios such as which search phrases work or what campaigns produce is a distant dream or beyond the budgets of all but the very big. Screen Reports is the first comprehensive, affordable and integrated analysis and reporting suite for mid-market online retailers.”
Meghan Shanaphy, Good Music’s (http://www.goodmusic.co.uk) Internet Director an early user of the reports, said: “Understanding the performance of our website from a marketing and sales perspective is vital to our success. Screen Pages' new advanced reporting tools meet our tracking needs in terms of advertising, traditional space advertising, email campaigns, and affiliate sites. To be able to combine site, promotional, browsing, search and sales data on reports is incredibly powerful. The on-site search reporting, which informs us what customers search for via the search box on the Good Music website, has also been invaluable in informing our marketing spend. I expect that these advanced reports will provide me with a significant return on my investment.”
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