Fireclick Inc. has added customization features to its Netflame hosted application, designed to help online retailers increase site traffic and improve site performance.
With Netflame Plus, E-retailers can use a geography-tracking feature to see the cities in which site visitors are located. Another new feature is the MyReports page, intended to give business managers a customizable view of the site. Instead of seeing statistics for the entire site--such as most popular links and page download times--users can set parameters and view information for specific areas. Netflame Plus also lets companies segment traffic analysis by date and time. It's been a useful feature for Novica.com, an online retailer of arts and crafts from around the world. With the time and date parameters, Novica can make changes to the site and immediately start tracking visitors' responses to determine the effectiveness of those changes, says Charles Hachtmann, Novica's CTO.
Greg Howard, analyst with the HTRC Group, says there still aren't many tools out there to help online retailers determine the best way to modify their sites. What makes Fireclick unique is that its product combines both Web analysis and site-performance improvement with predictive caching, he says. "There are companies that do Web analysis, but they don't necessarily have site-performance technology, and the companies that have site-performance technology typically don't have robust Web analytics."