The Audit Bureau of Circulations (ABC) has appointed Webtrends to gain deeper understanding of the performance of its website and look and how visitors interact with the content.
Webtrends was appointed following a competitive tender process to analyse behaviour on the ABC site.
Jonathan Colls, senior developer of operations at ABC, said: “Following the launch of a new and improved website in 2011, we were keen to find out what was working on the website and where improvements could be made. We wanted more detailed insight into the visitor journey through the site, and to ensure users could access the information they were looking for as quickly and effectively as possible. We selected Webtrends, following a detailed competitive tender, because of its ease of use and detailed yet user-friendly reporting functionality. In addition, the deep multi-platform insight it can provide the marketing team will help develop our social media activities further in the future.”
Nick Sharp, general manager for EMEA at Webtrends, added: “Every website has a primary goal. Some sites sell products and others sell expertise and provide information. Content-driven sites like ABC desire an increasing amount of engagement from visitors, and Analytics is a way to measure this success. By examining engagement metrics in relation to digital content, businesses can gain greater perspective on what areas are securing the most interest and determine if a site is encouraging returning visitors. Having rich analytics insight means businesses can continually improve performance across their websites and other digital channels.”