Rampage.com deploys analytics to help prepare for site redesign

When women’s apparel retailer Rampage.com decided to redesign its web site, it also decided not to hold off on implementing a new site analysis tool until after the relaunch. Now the tool is helping prepare a better design, says Patrick Daniels, COO of SageMetrics Corp., Rampage’s web analytics provider.

“Rampage is doing a site redesign and needed e-commerce performance statistics, but it didn’t want to go through additional web development in the meantime to pass e-commerce information through a JavaScript path to an analytics application,” Daniels says. “It didn’t want to have to make modifications to its site when it was going to redesign it anyway.”

Instead, Rampage is using SageMetrics’ Sage eCommerce analytics tool, which is designed to integrate with a web site’s back-end databases without modifications to the web site itself, Daniels says. The tool allows Rampage to track site activity, including click-through rates and customer entry and exit points, by different site sections and product categories, he adds.

"SageMetrics is giving us precisely the data we need to inform marketing campaigns and optimize the grouping of products and information on our web site,” said Francheska Anderson, director of Rampage.com.

Daniels says Sage eCommerce will help Rampage in its redesign decisions by showing, for example, how one department or product category is performing compared to others, and how sales of particular products are impacted by referrals from affiliate sites.

When the redesign goes live later this year, he adds, Rampage will continue to use Sage eCommerce for an uninterrupted flow of analytical data. Hosted by SageMetrics, Sage eCommerce ranges in cost from $500 to thousands of dollars per month, depending on the volume and complexity of data, Daniels says.