February 21, 2002, 12:00 AM

Fireclick’s new approach to the retail market

Fireclick, the company that made a name for itself by delivering faster downloads to consumers at web sites, has added a suite of products that build off its experience accelerating content.

Speeding up the content is no longer enough for Fireclick. The company that made a name for itself by delivering faster downloads to consumers at web sites has added a suite of products that build off its experience accelerating content. The company now calls itself a “web experience management” provider. It still provides the accelerated content by downloading popular pages to a user’s browser before the browser asks for them. But it also provides analysis of users’ experiences and measuring and monitoring of the web site’s performance.

Fireclick pitches the new product suite to retailers as the basis of any successful customer relationship management program. “Before you can start a CRM program, you have to establish a relationship and that relationship has to be based on the user’s web experience,” President and CEO Ram Srinivasan tells InternetRetailer.com.

Site Explorer shows how many users are visiting a site and when, where they come from, where they go on the site, how long they stay and why they leave. It also collects data from every visit that shows how long it takes for a site to respond to a request, how often consumers use the back button and which pages a user exits from. Retailers use such information to improve trouble spots on sites, Srinivasan says.

Fireclick offers its new Site Explorer product on an ASP model, which Srinivasan says has been well accepted by retailers. “Three messages we heard from the retailers were they had no more resources to invest in new technology, they wanted a solution that didn’t have a long gestation period and they wanted it easy to use,” Srinivasan says. Providing an ASP answers those issues, he says.

Entry level cost for Site Explorer is $16,000 a year for retailers who deliver fewer than 10 million pages a month to shoppers. For those over 10 million pages a month, the cost is $24,000 a year.

 

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