ISYS Search Software Sees Increased Time on Site, Newsletter Signups and Software Evaluations with ClickTracks

Dave Haucke, Vice President of Global Marketing for enterprise search software vendor ISYS Search Software (www.isys-search.com), knew that his corporate web site had the ability to make or break the business. The company required a tool to help track and analyze traffic, so ISYS turned to ClickTracks.

A Range of Common Challenges
"Like many businesses," said Dave, "we faced a range of challenges in improving our web site and our visitor experience. We had some concerns about the site design, content and general usability, but we didn't have any measurement tools that illustrated visitor behavior, page popularity and campaign results. When it came right down to it, we had no clue as to what was working and what wasn't. Given how critical the web site was to our business, we recognized that significant improvements would need to be made, but needed some educated guidance in where to get started."

ClickTracks Enlightens—Literally
The ISYS team got serious about giving their web site top priority, and installed ClickTracks. "Since Day 1, ClickTracks has performed exceptionally for us. We've gone from utter darkness to the light—now we can instantly recognize the strengths and weaknesses of our site. ClickTracks has provided us with the means for monitoring trends, measuring the effectiveness of our online campaigns, and highlighting areas of our site that require enhancements," noted Dave.

"For instance, with ClickTracks, we were able to determine that certain pages were receiving a higher number of exits than others. This helped us recognize which pages needed more compelling content. Without ClickTracks, we wouldn't have known which pages weren't routinely converting visitors into prospects. And in this business, you can't afford to lose an opportunity to convert observers into interested parties. ClickTracks has been the prime vehicle in helping us overcome this hurdle," Dave said.

Squeezing Value out of PPC
But that isn't the only thing Dave uses ClickTracks for—he also uses it to squeeze every ounce of value out of his pay-per-click campaigns. "We also use ClickTracks to monitor how our Google AdWords and Yahoo! Search Marketing programs are performing. Early on, this helped us realize that certain keywords we were using with Google were actually not worth our time. We'd paid a lot of money to direct traffic that wasn't the type of visitor we wanted. So, ClickTracks gave us the insight we needed to further optimize our PPC campaigns to deliver higher quality visitors at a lower cost," noted Dave.

No Stone Unturned
Even something as innocuous as the standard evaluation request form can benefit from ClickTracks analysis. "Previously, all fields were mandatory, which we suspected was causing visitors to drop off, effectively reducing our conversion rate. After analysis in ClickTracks, we opted to change the page by making only some fields mandatory. Not only did this help increase our conversion rate, but it also helped us gain higher quality data from our visitors," Dave concluded.

The Proof is in the Numbers
And have all of these areas of change had a positive impact on ISYS? You can say that again. By highlighting areas of weak content, ClickTracks helped Dave strengthen specific pages, which has produced a variety of positive, measurable results. "The average time our visitors spend on our site has increased by nearly 15 percent over the past year, while the number of newsletter subscriptions has more than quadrupled," Dave said. "Most importantly, the number of software evaluation requests and leads we've received have increased significantly. Evaluation requests have risen on an average of 20 percent, while direct email leads that we receive directly from our site have doubled."

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Dave Haucke
ISYS Search Software
dave.haucke@isys-search.com
8775 E. Orchard Rd. #811
Englewood, CO 80111
303-689-9998