Visual Site analyses web customer behaviour

Online graphic design and print company Vistaprint has seen significant improvements after implementing changes based on customer insight from Visual Sciences' Visual Site.

Visual Sciences, a leading provider of real-time analytics applications, has announced that VistaPrint has deployed its Visual Site application to analyse customer interaction and behaviour on the company's websites.

Visual Site, Visual Sciences' real-time analytics application for the internet channel, allows VistaPrint to map and analyse customer conversion processes, sometimes called "funnels", where improvements can be made in order to optimise process conversion and minimise process drop-out for various segments of its customers.

This invaluable insight into customer segment interaction and behaviour enables VistaPrint to make intelligent design and content changes in order to improve end-to-end customer experience and site performance.

VistaPrint is the leading online supplier of high-quality graphic design services and customised printed products to small businesses and consumers, and operates with 18 globalised websites that serve 120 countries around the world, including Canada, Japan, New Zealand and many within the European Union.

The company required a flexible analytics solution to collect, integrate and quickly analyse data, and also one that allowed dynamic segmentation based on any data attribute available about the site and its visitors.

According to Dan Malone, senior manager of business intelligence at VistaPrint, with the company's previous solution it took hours or even days to retrieve and analyse site data intelligently.

"Visual Site provides us with a much better alternative to the lengthy and painstaking process of collecting and analysing the data we need," said Malone.

"Visual Site gives us the flexibility and processing speed we require, but it also doesn't restrict the creation of specialised segments, and it really helps us to pinpoint where the site has usability issues.

"The bottom line is the results we've achieved with the help of Visual Site - we can now drill down at an extremely granular level to provide detail at every step involving customer interaction with our sites.

"Since deploying it, we have made significant progress and seen higher conversion rates due to certain changes".

VistaPrint utilises the data provided by Visual Site to determine where its various sites could benefit from optimisation, and as a result of Visual Site's ability to rapidly collect and analyse data the company is able to make those site optimisation changes quickly.

For example, by making changes to certain global sites' log-in, registration and purchasing processes, as well as other content-related changes, VistaPrint has made the sites much simpler to navigate.

"We created specialised conversion funnels for our various localised sites around the world and found that in specific regions we were having issues with the order billing page," added Malone.

"The very detailed page-view information provided by Visual Site allowed us to see that we needed to offer a greater variety of payment methods".

"VistaPrint is a great example of an internet retail business that is taking extensive advantage of the features in Visual Site to create a better experience for their customers and optimise their site's business performance," said Jim MacIntyre, chief executive officer of Visual Sciences.

"Real-time customer analytics can provide immediate business benefits to companies that depend on the internet channel in order to profit in today's global marketplace".

Visual Site delivers real-time analysis capabilities for the internet channel providing organisations with a comprehensive view of performance of online and related offline initiatives.

Visual Site leverages the proven technology of Visual Sciences' Platform 5, a tera-scale analytics platform which enables massive volumes of streaming and historical data to be analysed in real-time.

The groundbreaking interactive visualisation and unlimited ad hoc segmentation capabilities in Visual Site help clients uncover relationships in the data and gain competitive advantage.

Visual Site supports any available method for data collection as an input for analysis and reporting, offering both accuracy and flexibility to enterprise organisations.

Available as an on-demand service or enterprise software, Visual Site has an open and flexible schema that can be easily tailored to meet specific needs and integration requirements.

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