MetaCase - Case Study

As the leading provider of domain-specific modeling environments, MetaCase (www.metacase.com) has been helping customers improve their productivity and competitiveness since 1991. But Steven Kelly, MetaCase's Co-President and CTO didn't feel he was as productive as he could be—his current web analytics software took forever to process reports, and even then, provided him only with a standard report—one rarely worth mining further for answers to specific questions. Steven turned to ClickTracks for help.

Faster Processing for Meaningful Results
"Our initial web analytics package was little more than a resource hog," said Steven. "Really long running times were the norm. We could only run a monthly report, and the information it provided wasn't even worth filtering down to try and get to the 'real' information. As a result, our IT staff was overburdened each month creating this report that contained so little relevant information that it was largely ignored by marketing staffers."

With ClickTracks, Steven and his team can run reports whenever they like, without having to endure long processing times. "If our marketing department needs to know how a particular campaign is faring, they run their own report. ClickTracks makes it easy for them to label visitor groups in order to get answers to specific questions. Our staff can get to the information they need in an easy to understand format without an extended wait."

Stopping Abandoned Evaluation Pages
"One of the things that ClickTracks very quickly illuminated for us was a problem within our evaluation form," continued Steven. "Within ClickTracks' Navigation Report, we took a look at how much time users were spending on the page that held our evaluation form. The navigation report showed that many users were spending very little time on the page—an indication, in our minds, that users would arrive at the page, see how long the form was and immediately give up and go elsewhere."

Steven decided to test the 'abandoned evaluation page' theory by reducing the evaluation form by 50%--cutting its length in half. "When we brought down the size of the evaluation form to something a little less intimidating, evaluations went up noticeably. It was a fair tradeoff to have more people answering fewer questions, as the information that they provided and the trends that we could track were simply more valuable."

Steven Kelly
MetaCase
stevek@metacase.com
Ylistonmaentie 31, FI-40500 Jyvaskyla, Finland
+358 14 4451 400
Software Product Company