Hooked on Phonics gets hooked on analytics
Hooked on Phonics, a seller of educational products, has more than doubled its online sales as the result of a re-design, the company reported today. Acting on web site analytical information provided by WebSideStory Inc.’s HitBox Enterprise product. Hooked on Phonics’ hop.com simplified its home page to reduce clutter and present shoppers with clearer menu options, incorporated the ability to buy on every page and eliminated what it calls dead zones, areas of the site with low conversion rates.
As a result of the changes, Hooked on Phonics boosted the proportion of its sales that closed online from 20% to 40%. "HitBox gives us the granular, real-time information we need to design and maintain a more effective Web site," said Mike Manning, vice president of new channels for Hooked on Phonics. "HitBox helps us improve every important metric, including lead capture, order conversion and overall sales."
Hooked on Phonics says HitBox Enterprise allowed it to better understand how visitors and customers navigate the site, including the page-by-page paths they take, what content they look at and how long they stay on the site. Hooked on Phonics says it uses the information to clear traffic bottlenecks, cut off abandonment points and optimize conversions.
As a result of the greater effectiveness of its site, Hooked on Phonics reports it has more than doubled its online marketing budget. "Each visitor has greater value to us now, so we spend much more on advertising," Manning said.
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