The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
With its roots as a web design company, Tachyon Solutions two years ago launched Tachyon Interactive to separately offer web analytics managed services. Now it’s responding to growing customer demand for analytics-driven web design, the company says.
With its roots as a web design company, Tachyon Solutions Inc. two years ago launched a new unit, Tachyon Interactive, to separately offer web analytics managed services. Now the company is responding to growing customer demand for analytics-driven web design, says Sue Lagnese, director of Tachyon Interactive.
“We have found that many web sites that are home-grown or information-only sites are ready to go to the next level of e-commerce, with features like gift registries, wish lists and site search,” Lagnese says. “And many of their new web site designs are based on what they learn from analytics. If we learn that 50% of visitors are leaving their home page or product pages, it can lead to page redesigns or complete site redesigns. We may realize they don’t have good enough search engine optimization, navigation features or page tags.”
Tachyon, which offers full e-commerce site development and hosting services to companies ranging from $10 million to $400 million in annual revenue, is increasing the collaboration between its web analytics and web site design teams. “Now we can tell web design creative people that these are the kinds of people coming to a site, these are the products they buy, and here’s where they linger on the site,” Lagnese says. “If shoppers have to go too deep in a site to find products, we make it the site more user friendly in navigation.”
Tachyon analytics and design clients include retailers of software products, camping and other outdoor gear, and cooking products, she says.